In the first three months of 2010 midsize non-premium conventional cars accounted for almost 20% of all retail new light vehicle registrations, making this segment one of the largest in the U.S. light vehicle industry. On top of that, the segment's share of the U.S. market has grown by more than five percentage points since 2005. With these sales trends in mind, it is easy to understand why the midsize car category is a fierce battleground for several well-known models which drive the success – or lack of it – of their respective makes.
Since 2005 the Accord, Camry and Altima have led the segment in retail volume, but their dominance is increasingly under pressure. Five years ago these three models by themselves captured 55% of the segment, but through three months this year their collective share has retreated to 46%, with the Camry slipping five percentage points. The Camry also had been the segment leader from 2006 through 2009, but this year it has ceded that spot to the Accord.
Challenging these three models have been the Fusion (up eight percentage points), Malibu (up four points), Sonata (up four points), and Outback/Legacy (up a combined three points). The Fusion, Malibu, and Sonata now are all within striking distance of the Altima, though they remain substantially behind the Accord and Camry. Also, it’s not coincidental that at the make level, Ford, Chevrolet, Hyundai, and Subaru are all enjoying year-over-year share gains so far in 2010.
The Kia Optima accounts for just 1% of all midsize sedan registrations, down a point from both last year and five years ago, and also well behind the results for its cousin, the Sonata. The weak performance of the Sebring, with just one percent of the segment, illustrates a glaring hole in Chrysler’s product portfolio and the need to bring to market a more competitive midsize sedan as soon as possible.
Posted by Tom Libby, PolkInsight Advisor, Polk (06.08.10)
Since 2005 the Accord, Camry and Altima have led the segment in retail volume, but their dominance is increasingly under pressure. Five years ago these three models by themselves captured 55% of the segment, but through three months this year their collective share has retreated to 46%, with the Camry slipping five percentage points. The Camry also had been the segment leader from 2006 through 2009, but this year it has ceded that spot to the Accord.
Challenging these three models have been the Fusion (up eight percentage points), Malibu (up four points), Sonata (up four points), and Outback/Legacy (up a combined three points). The Fusion, Malibu, and Sonata now are all within striking distance of the Altima, though they remain substantially behind the Accord and Camry. Also, it’s not coincidental that at the make level, Ford, Chevrolet, Hyundai, and Subaru are all enjoying year-over-year share gains so far in 2010.
The Kia Optima accounts for just 1% of all midsize sedan registrations, down a point from both last year and five years ago, and also well behind the results for its cousin, the Sonata. The weak performance of the Sebring, with just one percent of the segment, illustrates a glaring hole in Chrysler’s product portfolio and the need to bring to market a more competitive midsize sedan as soon as possible.
Posted by Tom Libby, PolkInsight Advisor, Polk (06.08.10)
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