Premium German brands put in positive performance in depressed market, reports JATO

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The company’s data shows that out of the top ten brands, only premium German brands Audi and Mercedes ended 2012 with no decrease in sales. This is primarily due to new and refreshed models such as the new Audi A3, Q3, A6 and the Mercedes B-Class and M-Class.

Overall, Volkswagen remained Europe’s best-selling brand, despite a 4.4% decrease in sales, with Ford (down 13.0%) again in second place whilst Renault (22.1%) down was overtaken for third place by Opel/Vauxhall (down 15.7%).

JATO Dynamics’ data also shows that 2012 European new car sales were down 7.9% (over a million units less) compared to 2011, with all the “Big Five” European markets, apart from Great Britain, ending 2012 with a reduction in sales.

Commenting on the findings, Gareth Hession, vice president, research at JATO, said: ‘Despite the challenging economic conditions across Europe and at home, there is clearly still appetite for new offerings from premium German brands. Other brands are also benefiting from new products such as Hyundai and Kia for example, where their latest vehicles show that consumers continue to look for innovation as well as value for money.’

The Volkswagen Golf remained the best-selling car, although it saw a sharp drop of 11.1% in 2012 sales compared to 2011.

Even with a 12.7% drop the Ford Fiesta overtook the Volkswagen Polo for second place in 2012, while the Volkswagen Polo came in third, with sales down 19.8%.

Notable performances were also put in by the recently launched Peugeot 208, which finished the year with sales of over 155,000 units. Renault’s new fourth- generation Clio has also been well received, with the model claiming third place for December 2012 and increasing its share of the market.

The BMW Series 3 has also performed very well last month with sales up 20.9% compared to last year. It ended the year with a sales increase of 8.4%.

Mr Hession commented: ‘The Peugeot 208 has been climbing steadily up the sales chart since its launch earlier in 2012, claiming second place for the month behind the Golf is a very strong performance, demonstrating PSA’s ability to deliver a highly competitive and desirable product.’

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Natalie Middleton

Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. Natalie edits all the Fleet World websites and newsletters, and loves to hear about any latest industry news - or gossip.

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