Our thoughts on Canadian sales for the first half of 2012

1. Canadian Sales
First Half 2012
BY
STRADA IQ
J U LY 2 0 1 2

2. Robust first half of the
year 7% ahead from the
previous year.
How did the 2nd quarter
fare?
April - 1%
May + 17%
June + 3%
The habitual monthly
fluctuations persist.
Impressive First Half of 2012

3. Manufacturers have
different racing
lines, and sales
strategies.
The obvious big winners
are Honda, and Toyota
who finally emerged
from “tsunami shock”
and adopted an
aggressive line to hit the
sweet spot of the apex.
MerBimAu, the
Koreans, the remaining
Japanese upheld their
racing line, and
suspension set ups.
Perhaps GM needs a Coming out of turn 2
new crew chief, and pit
crew.

4. Lets take a look at some
Toyota + 25%
Honda + 23%
Kia + 18%
Hyundai + 4%
Mazda + 8%
Nissan + 7%
Chrysler + 7%
Yes…its very
competitive especially in
June to close the first
half.
Who really flexed their muscles in the first half
besides Honda, Toyota, MerBimAu, the
Koreans.

5. For June:
GM, Ford, Nissan gave
up in units what Honda
and Toyota gained
during the month.
On a YTD basis GM is a
substantial loser, the
market is up 7% and GM
is down 6%.
Who missed turn 2, besides GM?

6. The “gainers”…
Honda
Hyundai
Kia
Toyota
The “losers”…
Ford
GM
Nissan
The manufacturers that gained at turn 2
The manufacturers that missed turn 2

7. These folks masterfully
“manage” their sales
results.
One lever to manage
results is to apply
“incentives” strategically.
Another lever is to get
your immediate
competition to “blink”.
Needless to mention their
CPO sales are very
successful.
MerbimAu in the past 4 years.
Sprinter sales deducted from M-B.

8. Some Numbers
1st Half 2012
Compact Mid Size Sedans
 Honda Civic……..32,157  Toyota Camry…….10,438
 Hyundai Elantra…25,585  Ford Fusion………..8,939
 Toyota Corolla…..22,001  Chrysler 200…..…..8,391
 Mazda 3……...….20,222  Hyundai Sonata..…8,334
 Nissan Altima…..….8,255
No change from the 1st quarter, Honda  Honda Accord.........3,444
remains in front. Mazda is showing  Chevy Malibu….…..2,643
renewed vigor in the market.
Camry stays in front, with Fusion
gaining, and Sonata third. Very
competitive segment, with Malibu losing
momentum.
All Figures from Automotive News

9. Some Numbers - 1
1st Half 2012
CUV/SUV Pick Ups
 Ford Escape……….19,058  Ford F Series……………52,501
 Honda CR-V……….18,054  Ram………………………35,316
 Chrysler Journey…..14,596  GMC Sierra………...……22,125
 Toyota RAV4……….12,219  Chevy Silverado…………18,002
 Hyundai Santa Fe…11,269
 Chevy Equinox….....10,854 The order is cast in stone!
Escape is back in front, with the RAV4 GM gained some momentum.
making gains. Equinox is losing
momentum.
What will the new Escape do?

10. Some Numbers - 2
1st Half 2012
Entry Luxury Luxury CUV/SUV
 M-B C Class……..…5,798  Lexus RX………………...3,331
 M-B M Class………….….3,242
 BMW 3 Series………5,151
 BMW X1…………………3,097
 Audi A4…………..…3,036  Audi Q5……………..……2,905
 Infiniti G………...……1,872  M-B GLK…………………2,683
 Acura TL…………..…1,726  Acura MDX…………...…2,508
 Acura RDX……….…..….2,086
 Buick LaCrosse….….1,378
 BMW X3…………….……2,030
 Cadillac CTS…….….1,336  Lincoln MKX……………..1,928
 Lexus IS…….…….…1,069  BMW X5……………….…1,835
 Buick Enclave…….….…..1,632
 Cadillac SRX………….…1,455
The C Class leads, with the TL gaining a
 Infiniti JX35…………..…….835
few positions, and on the G’s bumper.
Wildly competitive, watch the JX35 in the coming
months..

11. Some Numbers - 3
1st Half 2012
Pony Cars Did You Know?
 Mustang…………….3,310  SLS AMG…………..….62
 Camaro……………..1,724  Lamborghini…..………..65
 Challenger………….1,015  Maserati………..……….88
 Ferrari………….….…..114
The order remains, while the Camaro  Panamera……..….…..209
perhaps needs a pit stop to get new  GT-R…………..…….…75
tires.  R8……………………….78
 Bentley………..….…….58
 Volt…………..………..539
 Leaf……………………137

12. It will be fascinating to
see how the 3rd quarter
develops during the “dog
days of summer”.
Expect formidable
trading paint battles for
specific market
segments.
Expect Honda and
Toyota to continue
gaining track (market)
positions.
Incentives…absolutely.
Out of turn 2 heading into turn 3…

13. Our Thoughts
 Refreshing to see Honda and Toyota muscle their way back in segments that are truly
important for specific models (Civic/Camry).
 Awesome first half, although the second quarter was erratic, and perhaps is an indication
of the months to come.
 The luxury “flatroof” segment (CUV/SUV) is wildly competitive, interesting to see how the
X1 has fared, and more interesting will be the JX35 in the coming months.
 GM did not raise its game in the 2nd quarter and first half, lets see what they will do in the
second half.
 In June GM-Ford-Nissan lost what Honda and Toyota gained during the month.
 Will the momentum from the first half hold for the second half? We have reservations.
 Its an exciting competitive business, with the Canadian consumer taking advantage of the
competition.
Thank You