The largest Scandinavian car market had a bad year, with sales down 8%. From 280.000 units sold in this country, Fiat-Chrysler sold a bit more than 5.700 cars, for a 2,05% market share. It improved its position, no matter the fall on registrations. Nevertheless, the group is still very unpopular among Swedish preferences. In the land of Volvo, most people prefer VW Group products, followed by Volvo and in a very impressive third position, Hyundai-Kia. By segments, C and D are the most popular (SW body-type is very popular), and SUV ranks third with 15% market share. There was a fall in all segments sales, but only Sporty cars had a positive growth, up 8%. European debt and employment crisis hit Swedish economy and car sales. The weakness of Fiat Group is based on the fact that the brand’s awareness is low and the image is not positive at all. Besides, Swedish hard winter conditions force people to buy mid-size and big cars, so city-cars (aka Fiat 500 and Panda) aren’t popular at all. In fact E-segment sedan and wagons are much more popular.
Click here to see 2012 results for other countries
Source: Fiat Group’s World data basis, BIL Sweden, Best-Selling cars blog
These results are very much skewed with Chrysler/Lancia mix. Since Lancia nameplate has been attached to Chryslers, these models have not sold well in Northern Europe. In fact, I’ve seen just as many new generation Chrysler 300 models ( along with chargers, challengers, all grey market imports ) than Themas in the Nordic market. This should be a sign that Lancia is not being accepted as well as the Chrysler brand was in the Nordic region. Voyager does well since it’s not as brand sensitive being the only larger MPV on the market (and everyone knows it’s a chrysler anyways).