Sales in the Small Sports segment in the US rose by 3% in Q1 2016 to 82,328 vehicles – exactly the same rate of growth as the Small Premium Sports segment, as well as the industry as a whole. With the new Mazda MX-5 gaining sales, and the entry of the Buick Cascada, the growth rate would have been higher were it not for the falling sales of the two Scion models, ahead of the brands closure later this year. As the brand stops selling cars sales in this segment will probably fall later in the year, though that may be partially offset by sales of the new Chevy Camaro coming fully on stream.
Highlights in Q1 2016:
- Rankings in the top 5 remain unchanged, with Ford Mustang retaining the segment lead by a sizable margin over its arch-rivals Chevy Camaro and Dodge Challenger, while the Hyundai Veloster (sales up 23%) seems to be capturing many of the customers who would have otherwise bought the Scion tC (sales down 37%)
- Interestingly, most of the consumers who decided against buying the Scion FR-S (sales down 29%) seem to have gone to Mazda MX-55 rather than its cousin, Subaru BR-Z (sales up only 4%)
- The aging Nissan 370Z continues to lose customers, and seems to have been completely forgotten by the company as it chases volume with sedans and crossovers
- Buick Cascada recorded 1,309 sales in its first quarter, immediately placing above the aging VW Eos – not a bad performance, but still far short of the EOS’s best quarter sales of over 5,000 units back in 2008 (yes, the model is that old – it actually came out in 2006!)