Yesterday, my colleague, Tom Libby, wrote about his personal shock of seeing very few domestic branded vehicles after moving to the New York metro area. For someone moving from Detroit to that market, he has reason to be amazed, much like Dorothy was after she landed in Oz from Kansas.
Look at the adjacent chart. While these brand group market shares represent only part of 2010, they are very typical of the annual sales mix for Asian, Domestic and European brands selling in the U.S. The shares are pretty stark as you move westward from NY to LA. And if I showed you Washington D.C. and many other "coastal" metro markets, the import brands typically have dominant shares.
From a macro view, let's look at sales trends in my friend Tom’s former local market this way:
Posted by Lonnie Miller, Vice President, Marketing & Industry Analysis, Polk (07.13.2010)
Look at the adjacent chart. While these brand group market shares represent only part of 2010, they are very typical of the annual sales mix for Asian, Domestic and European brands selling in the U.S. The shares are pretty stark as you move westward from NY to LA. And if I showed you Washington D.C. and many other "coastal" metro markets, the import brands typically have dominant shares. From a macro view, let's look at sales trends in my friend Tom’s former local market this way:
- In Detroit, for every retail unit sold by an Asian automaker, we get just over 5 Domestic sales
- And for every retail unit sold by a European automaker, we get nearly 20 Domestic sales
Posted by Lonnie Miller, Vice President, Marketing & Industry Analysis, Polk (07.13.2010)
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