European sales 2016 Q1 Midsized car segment

Midsized_car-segment-European-sales-2016_Q1-Volkswagen_Passat-Skoda_Superb-Ford_MondeoAfter booming last year on the launch of two important new models, the midsized car segment still outgrows the overall market in Q1 of 2016, albeit only slightly at +9% vs. +8,2%. The dominant leader Volkswagen Passat loses a bit of market share, but the VW Group actually increases its stranglehold on the segment from 41,2% in Q1 of 2015 and 44,7% over the full year 2015 to 45,2% last quarter, as the new generation Skoda Superb is the fastest growing model in the top-10. The Superb surges from 5th place to the #2 spot, just ahead of the Ford Mondeo, which continues to improve and finally manages to outsell the Opel/Vauxhall Insignia, but not convincingly so, as the Insignia outsold it in March. Still, the Mondeo should be able to hold on to a podium spot by the end of the year, but it won’t threaten the Passat as much as Ford had hoped it would.

Note: clicking on the model name opens the sales data page for that model; clicking year in the legend turns the display for that year on/off

Renault-Talisman-auto-sales-statistics-EuropeThe Peugeot 508 is down again and is under threat from the facelifted Toyota Avensis, which adds more than a third to its volume and hold the position above the Mazda6 which it had reclaimed by the end of last year, as the best selling Asian model in the segment. The Hyundai i40 has just been facelifted as well, so should recover some of the 15% loss it suffered in Q1, but it will lose a spot to the all-new Renault Talisman, which is still in start-up mode and only available as a sedan, with the station wagon coming up later this year. The Talisman should be able to beat the Insignia and even the Mondeo in the second half of the year with full availability, but finishing fourth over the entire year would be an impressive performance considering the 15.000-unit gap at the moment.

The Citroën C5 will soon join the Honda Accord in the history books, while the Subaru Outback drops out of the top-10 after the regular Legacy has been replaced by the somewhat smaller Levorg. Despite being the fastest growing model in the segment, the Kia Optima remains a niche player, it should get a boost from the Plug-In hybrid version, but so far it’s still stuck at the bottom of the ranking, just above a bunch of discontinued models.

Also check out the midsized car segment in the US, where the leader sells almost 7 times as much as the Passat, and even the Legacy sells better.

Midsized segment 2016 Q1 2015 Q1 Change
1 Volkswagen Passat 53.266 51.420 4%
2 Skoda Superb 21.812 11.794 85%
3 Ford Mondeo 21.407 18.583 15%
4 Opel/Vauxhall Insignia 20.507 23.701 -13%
5 Peugeot 508 10.872 12.550 -13%
6 Toyota Avensis 10.360 7.550 37%
7 Mazda6 9.224 9.082 2%
8 Hyundai i40 5.347 6.312 -15%
9 Renault Talisman 4.989 0 New
10 Citroën C5 2.717 3.795 -28%
11 Subaru Legacy / Outback 2.129 2.403 -11%
12 Kia Optima 1.786 955 87%
13 Subaru Levorg 1.289 0 New
14 Renault Laguna 106 3.370 -97%
15 MG6 63 276 -77%
16 Honda Accord 30 968 -97%
17 Opel/Vauxhall Ampera 13 89 -85%
18 Seat Exeo 2 6 -67%
19 Chevrolet Malibu 1 2 -50%
Segment total 165.920 152.921 9%


  1. Yeah! The Mazda6 shows positive figures. But still behind the Avensis. What’s wrong with Europe?!

    1. May tell from Poland’s perspective – don’t mean to argue if the points below are true or not, but the general perception is that:
      – Toyota has better visibility, recognition and reputation, Mazda keeps buliding its brand but they’re not there yet
      – This is price-sensitive market. Toyota sells a lot of cars in Q1 during annual sales of the previous year production – they give much higher discounts than Mazda
      – most of sales is business market. While Toyota, VAG or Ford are good at fleet sales, Mazda, Fiat or Citroen are almost not present at all in B2B sales. So even if individuals purchase Mazda it is not enough to compensate on lack of sales to businesses
      – maybe not crucial but Mazda has poor opinion in two dimensions: 1) anti-theft security means 2) anticorrosion protection


  2. Bart i’m not sure but i thing that a part of potential buyers of Passat convert to Superb mostly on the german market(probably the largest for Passat and Superb)

  3. Mondeo (US Fusion), Passat, Mazda 6, Insignia (Buick Regal), Optima, Legacy, Outback, all of them compare with Toyota CAMRY in USA and almost all over the world. Why are we, in Europe, stuck with this stupid Avensis. Put European engines to the new Camry and bring it here, Toyota!!!
    Same thing with Highlander. If Ford could bring the new Edge here, why don’t Toyota offer Highlander here? Of course with engines, which Europeans would buy!

  4. For my part I believe the Talisman can fits between the Insignia and 508 but it would be very difficult to climb above as the model is not built for RHD and therefore not available in the UK / Ireland, limiting its sales.

    1. L3 sold very badly in GB and it was withdrawn from these markets some time ago… I think that’s why Renault decided not to come back.

  5. feel so bad for laguna, renault killed the l3 when they made “a rebadged citroen c5 ph2”. l3 ph 2 sould have been the version one so i could do well against back then new insigina, facelisted passat even a4, 3series and c-class. so sad renault did a bad marketing and the media ditched to mention l3 in automags…

    1. does any1 know about ren l3 design especially then “empty grille” between the headlamps?

    2. Feel so bad for laguna, renault killed the l3 when they made “a rebadged citroen c5 ph2”. l3 ph 2 sould have been the version one so it* could do well againstm back then new insigina, facelifted* passat even a4, 3series and c-class. so sad renault did a bad marketing and the media ditched to mention l3 in automags…

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