US car sales analysis January 2018 – brands

2018 began on an optimistic note, with overall sales rising by 1.2% compared to January 2017. Analysts attribute the gentle upswing to factors such as higher demand for higher incentives and optimism for the impact of the revised tax code on household incomes, though it is worth noting that January 2018 featured 25 selling days, one more than in 2017. In addition, while the US economy is still chugging along nicely, the continued interest rate rises are bound to dampen demand for new cars, as might the ever-looming prospect of a slowdown in the global economy.

Highlights:

  • Six out of the Top 10 brands recorded positive growth in January, a step up from the four which did so in December
  • Toyota and Nissan were the big winners, experiencing double-digit sales growth, with Toyota coming close out outselling the leader Ford (sales down 5.2%), something it has only done once in the past four years (July 2017)
2018 Toyota Camry
  • Despite seeing its sales grow by a nice 5.0% Chevrolet was relegated to third place behind Toyota, reflecting the fact that for 2017 it fell behind its Japanese competitors in the annual rankings
  • Just as it had in 2017, Honda began the year slowly, lagging Nissan in overall sales – it will be interesting whether the pattern from 2016 and 2017 repeats itself, where Nissan begins the year strongly only for Honda to overtake it in the second half of the year
  • Jeep posted its first monthly sales increase in over a year, though it will take more than one small monthly increase to declare the brand as out of the woods
  • Subaru began the year strongly, posting yet another monthly sales increase to outsell the ailing Hyundai once again (sales down 10.9%), though it’s worth noting that its rate of sales increase at 1.1% was the lowest it had been been in a long time
  • Unlike its sister brand, Kia‘s sales were stable, which marks an improvement on 2017 (when total sales fell by almost 9%), and might be a sign that the worst is over
  • By comparison, GMC started off 2018 poorly, losing 11.4% (the biggest drop in the Top 10), though less badly than its immediate neighbors, which lifted the brand in the standings (it was 11th this time last year)
Mitsubishi lineup
  • January was a pretty good month for mainstream brands outside the Top 10 as well, with Mitsubishi, often the only mainstream brand outside of the Top 10 to post monthly growth, joined by Mazda (posting an unexpected 15.0% sales increase), Volkswagen (sales up 5.2%) and Buick (sales up 1.8%)
  • Still, there were plenty of mainstream losers too, and none were worse than FCA brands, with Ram down 15.8%, Chrysler down 20.9%, Dodge down 31.2% and Fiat sliding into irrelevance with sales down 43.2%
  • Of the remaining mainstream brands Mini‘s sales decline was modest at 5.6%, especially when compared to Smart‘s sales dropping by over two-thirds
  • Luxury brands had an even better January than mainstream brands, growing by an average of 4.3% (mainstream: 0.7%)
  • At the front of the luxury brand race Mercedes-Benz saw its sales decline slightly, while its closest competitors BMWLexus and Audi all seeing their sales rise, with Audi extending its record to 99 consecutive month-on-month sales increases
  • Following this pack were a few brands who did not start 2018 so well, with Infiniti losing 8.0% of sales, Cadillac and Acura both seeing their sales fall by about 3%, and Lincoln seeing it sales fall by over a quarter
Tesla Model 3
  • The best performing luxury brands were Tesla (sales more than doubled as the company ramped up Model 3 sales) and Volvo (sales up 61.2%), with Land Rover and Porsche also seeing small sales rises of around 5%, and Maserati seeing its sales rise by 0.9%
  • Finally, Jaguar and Genesis both began 2018 poorly, losing around 11% of sales
  • Alfa Romeo was not able to sell over 2,000 units as it had in December, but seeing as January sales are about a third lower than those in December due to seasonality, the 1,648 cars it did manage to sell were actually on course with the brand’s upward trajectory
  • After a poor December exclusive brands did very well in January, with only Rolls-Royce seeing its sales decline (ironically, it was the only brand to see its sales rise in December)
  • McLaren performed best, seeing its sales rise by almost 60% and handily outselling Lamborghini (itself no laggard with sales up 15%), while Bentley‘s sales rose by over 40%

Brand ranking

Monthly YTD
# Model Jan’18 Jan’17 Δ # 2018 2017 Δ
a1 Ford 154,001 162,401 -5.2% a1 154,001 162,401 -5.2%
a2 (1) Toyota 149,142 127,404 17.1% a2 (1) 149,142 127,404 17.1%
a3 (1) Chevrolet 141,947 135,170 5.0% a3 (1) 141,947 135,170 5.0%
a4 Nissan 112,903 100,761 12.1% a4 112,903 100,761 12.1%
a5 Honda 95,634 97,178 -1.6% a5 95,634 97,178 -1.6%
a6 Jeep 59,703 58,415 2.2% a6 59,703 58,415 2.2%
a7 (1) Subaru 44,357 43,879 1.1% a7 (1) 44,357 43,879 1.1%
a8 (1) Hyundai 39,630 44,494 -10.9% a8 (1) 39,630 44,494 -10.9%
a9 (3) Kia 35,628 35,626 0.0% a9 (3) 35,628 35,626 0.0%
b10 (1) GMC 33,058 37,324 -11.4% b10 (1) 33,058 37,324 -11.4%
b11 (1) Ram 32,039 38,045 -15.8% b11 (1) 32,039 38,045 -15.8%
b12 (3) Dodge 27,600 40,109 -31.2% b12 (3) 27,600 40,109 -31.2%
b13 Mercedes-Benz 27,498 27,576 -0.3% b13 27,498 27,576 -0.3%
b14 (1) Mazda 24,962 21,698 15.0% b14 (1) 24,962 21,698 15.0%
b15 (1) Volkswagen 24,744 23,510 5.2% b15 (1) 24,744 23,510 5.2%
b16 BMW 19,016 18,109 5.0% b16 19,016 18,109 5.0%
b17 Lexus 17,914 15,572 15.0% b17 17,914 15,572 15.0%
b18 (1) Audi 14,511 13,201 9.9% b18 (1) 14,511 13,201 9.9%
b19 (1) Buick 13,348 13,117 1.8% b19 (1) 13,348 13,117 1.8%
b20 (1) Infiniti 10,635 11,558 -8.0% b20 (1) 10,635 11,558 -8.0%
b21 (3) Chrysler 10,584 13,377 -20.9% b21 (3) 10,584 13,377 -20.9%
b22 Cadillac 9,895 10,298 -3.9% b22 9,895 10,298 -3.9%
b23 Acura 8,908 9,202 -3.2% b23 8,908 9,202 -3.2%
b24 (1) Mitsubishi 8,480 6,457 31.3% b24 (1) 8,480 6,457 31.3%
b25 (1) Land Rover 6,446 6,163 4.6% b25 (1) 6,446 6,163 4.6%
b26 (2) Lincoln 6,410 8,785 -27.0% b26 (2) 6,410 8,785 -27.0%
b27 (1) Volvo 5,567 3,447 61.5% b27 (1) 5,567 3,447 61.5%
b28 (1) Porsche 4,816 4,602 4.7% b28 (1) 4,816 4,602 4.7%
b29 (4) Tesla 3,375 1,650 104.5% b29 (4) 3,375 1,650 104.5%
b30 (1) Mini 2,937 3,110 -5.6% b30 (1) 2,937 3,110 -5.6%
b31 (1) Jaguar 2,604 2,939 -11.4% b31 (1) 2,604 2,939 -11.4%
b32 (7) Alfa Romeo 1,648 108 1425.9% b32 (7) 1,648 108 1425.9%
b33 (1) Genesis 1,613 1,818 -11.3% b33 (1) 1,613 1,818 -11.3%
b34 (3) Fiat 1,229 2,164 -43.2% b34 (3) 1,229 2,164 -43.2%
b35 (1) Maserati 897 889 0.9% b35 (1) 897 889 0.9%
b36 (1) Bentley 210 148 41.9% b36 (1) 210 148 41.9%
b37 (1) Ferrari 209 200 4.5% b37 (1) 209 200 4.5%
b38 Rolls-Royce 110 119 -7.6% b38 110 119 -7.6%
b39 (4) Smart 105 324 -67.6% b39 (4) 105 324 -67.6%
b40 (1) McLaren 79 50 58.0% b40 (1) 79 50 58.0%
b41 (1) Lamborghini 60 52 15.4% b41 (1) 60 52 15.4%

* estimates