The midsize segment in Europe as a whole saw a sharp decline of 26% in the first three quarters of 2013 compared to the same period last year. This is a result of a clear shift towards premium models in this segment. In fact, if we would combine the premium midsize with this segment, BMW 3-series, Audi A4 and Mercedes-Benz C-class would hold the 1st, 3rd and 4th place of the combined segment respectively.
Segment leader Passat has increased its market share slightly, as sales are off just under the segment average at -22%, as does its stretched-but-cheaper sister Skoda Superb (-21%), moving up to 5th place, passing Toyota Avensis (-39%). Biggest losers in the top 10 are Opel Insignia (-31%), Peugeot 508 (also -31%), Ford Mondeo (-34%), Toyota Avensis (-39%), which desperately needs a hybrid powertrain in order to stay competitive against the diesels, and Citroën C5 (-34%), suffering the most from the shift towards premium. It leaves you wondering how profitable Insignia and Mondeo must be, with sales divided between no less than three different body styles (sedan, liftback and station wagon), where all others make do with two and keeping in mind sales in this segment are traditionally skewed towards station wagons anyways. [Read more…]