Europe – that land which is a world apart and yet right next door. Apart from the Harry Potters and Hipsters and the supremely beautiful monuments, Europe is greatly famous for its automobile manufacturing companies that spread out across the whole continent from Germany to Great Britain to Italy to France. Europe is the world’s motorhead big brother. European car sales started to give growth sign after 6 years.
Evidently, the German market share is normally greater than the other countries. Interestingly, for both the years, 2013 and 2014, market shares in all the European countries have been almost neck to neck, showing very minor changes and all the brands, except Honda, have shown positive numbers in production of units.
Only the Langa/Chrysler and Alfa Romeo shows decreased sales in 2014, but the market share of the former stays the same; while Fiat and FCA group shows a decrease in market share by 1%. Toyota group, Toyota and Lexus were seen increase in production in 2014, along with increased, though negligible, market share. The Jaguar and the Jaguar Land Rover Group has maintained its market share for the years 2013 and 2014, with the Land Rover selling more units in 2014.
According to our study, most households in Europe, especially Italy, France and Spain have been noticed to buy the more middle level cars such as Volkswagen or Renault. Luxury cars are more commonly bought in Sweden while the more basic price range cars are confined, for the most part, to Austria and Switzerland. Germany is the biggest market for Premium cars. Volkswagen & PSA portfolio and product position target mass market of middle level segment.
Sweden is the only European country keen on premium and luxury brands and on the contrary Austria and Switzerland prefer automakers offering cars of basic range. Interestingly, most other European countries stick to middle ranged brands.
Most European countries see larger sales in sedans than any other type of vehicle, which is understandable as sedans deliver functionality, fluidity as well as design. MUVs and SUVs are purchased primarily in Austria while convertibles mainly in Germany. Apart from sedans, the United Kingdom and Spain also see a decent amount of Coupes sales. This also shows customer buying behavior of Europe.
The Sedan has the largest market share in Spain while the MUV/SUV, convertible, etc have negligible presence in Germany , UK, Austria and Switzerland and almost nil presence in countries like Sweden Italy, France and Spain.
Volkswagen Group Sales Overview:
Volkswagen group sales was 3,036 thousand units in 2014 with 25% market share. Audi is the second largest brand of the group.
In 2014, Audi deliveries increased by 17.7 per cent to 578,900 cars in China (incl. Hong Kong). Audi AG thus became the first premium carmaker to deliver over a half a million units in China within a single year. Mercedes, on the other hand, sold 1,650,010 vehicles in 2014 alone. Impressive? Their strongest sales month saw a sale of 163,171 units.
PSA Group sales Overview:
French manufacturer PSA group, Peugeot contributed 6% sales compare to around 5% market share.Group sales has increased in 2014.
Renault Group Sales Overview:
Daimler Sales Overview:
Global Sales overview of Daimler car sales:
The BMW Group delivered more than two million vehicles to customers in 2014, the company’s fourth record year in a row. Interestingly, the BMW group has maintained its market share of 5.4% in 2013 as well as 2014, and also shownan increased production of 4.6% in 2014. A total of 2,117,965 BMW, MINI and Rolls-Royce vehicles were sold, more than ever before in the group’s history. All of the company’s brands finished the year strongly with sales in December up 15.2% – a total of 215,217 vehicles were delivered in the last month of the year, a whooping 28,431 more than the previous year. For BMW, 2014 has been the year of increase in the number of units, with market share remaining the same.
Jaguar LandRover Sales Overview:
Indian Luxury Brand Jaguar and Land Rover presence only in luxury or premium segment. Jaguar regsitered better sales compare to LandRover.
Opel Group Sales:
Automobile sales and purchases in Europe have always been in a bullish market. What with fluid designs and flawless engineering, the entire world counts on Volkswagen, BMW, Mercedes and the lot. Europe itself sees a gigantic internal trade on automobiles.
As more of the world’s population has been entering the middle class, the want of a good vehicle has surpassed its need and this shows up significantly in the data. No one would ever complain. The companies see sky rocketing sales and households see happy car owners. The beauty of an automobile conquers the illusion of greed.
Source: Autobei, ACEA, Daimler, Volkswagen, BMW
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