It’s that time of the year when we can see who’s done well and who hasn’t in 2016.
Let’s look at 2016 in the UK, courtesy of Autocar. So who’s hot and who’s not there?
Subaru are not. Subaru never are. There was a time when the Impreza WRX was a thing but now.....nothing. Subaru haven’t the faintest clue about what sells in the UK - or most of Europe for that matter - and they’re at 0.13%, exactly as in 2015. Ssangyong now do better!
Volkswagen are not for reasons we’ve heard far too much about. Down from 8.5 to 7.6%. Are they worried? Maybe not so much because Audi are up from 6.3 to 6.6% at much higher margin.
Ford aren’t happy campers, down from 12.7% to 11.8%. The Fiesta’s been around a long, long time, the Focus looks like a Hyundai and they’re cheaper so people buy those instead, the Mondeo (Fusion) is a kind of car whose day is nearly done and those crossovery things like the Kuga aren’t lighting too many fires.
Infiniti have doubled their share - from 0.05 to 0.11%. Happy days!
Jeep are on a roll, albeit a teenchy little roll. Share is up from 0.41 to 0.53%, due mainly to an Italian car. The traditional Jeep models hardly sell at all.
Lexus are up. From 0.50 to 0.52%.....
Fiat, when they’re not making Jeeps, are down from 2.45 to 2.40%. Proof that there are only so many ways you can sell a 500 lookalike before people get tired of it.
Vauxhall (GM) are having as bad a time as Ford, down from 10.24 to 9.3%. One little crossover sells, the rest don’t seem to appeal to anyone.
Mercedes give evidence that filling every imaginable and most unimaginable niches and then a few more as well works. Up from 5.52 to 6.35%.
So there we have it. More places (whose languages I have some hope of understanding) to come.
Have a unicorn, a Subaru with UK plates.