More choices - Opinion & Analysis

Automotive Industries,  Nov, 2002  by Ray Windecker

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Never before has the automotive industry offered customers such a wide product selection. Niche markets have split into mini-niches and many current vehicles defy yesterday's segmentation.

As examples, it is reasonable to judge the PT Cruiser as a small, low-roof station wagon and the Rendezvous as a midsize high-roof station wagon. Yet "station wagon" is a negative term, so here they are called WAGON/SUVs, thus no doubt irritating several people at DaimlerChrysler and General Motors.

Shown in the graph are 21 segments, their 2002 model-year sales, year-over-year change and comparable data for the leading vehicle in each segment Admittedly, there will be little agreement on the definition and scope of these segments, as there are marketing, product and analytic people now defining new ways to market mini-split segments as new concepts to lure a few additional buyers into their camp. The numbers, however, reflect which approaches are working.

2002 Year-Over-Year Sales Trends

CAR

SEGMENT             SALES      CHANGE%  LEADER        SALES    CHANGE%

Basic Small         2,363,002  +1       Civic         316,055  -2
Small Sporty        511,750    0        Mustang       154,874  -3
Prestige Small      372,972    +28      BMW 3         109,970  +4
Lower Mid           1,054,731  -13      Malibu        165,500  -10
Upper Mid           2,651,125  +4       Camry         434,983  +12
Prestige Mid        514,840    0        ES300         71,189   +89
Large               397,613    -16      LeSabre       140,082  -3
Large Prestige      286,402    -10      DeVille       88,167   -4
Prestige Sporty     137,017    +13      Corvette      33,644   +5

TRUCK

SEGMENT             SALES      CHANGE%  LEADER        SALES    CHANGE%

Small Pickup        841,388    -8       Ranger        236,079  -13
Small SUV           994,177    +13      Liberty       167,948  New
Wagon/SUV           306,521    +26      PT Cruiser    151,208  +
Mid Van             1,170,213  +2       Caravan       250,026  +7
Mid SUV             1,734,440  +13      Explorer      440,502  +12
Mid Prestige SUV    315,860    +4       RX300         74,932   -6
Large Pickup        2,301,385  +7       F-Series      880,938  +4
Large Van           339,627    -5       Econoline     164,047  0
Large SUV           630,073    +18      Tahoe         218,278  +17
Large Prestige SUV  80,115     +40      Escalade      37,959   +55
Heavy SUV           264,855    +10      Suburban      161,081  +14
Heavy Trucks        265,996    -13      Freightliner  72,872   -14

Source: American Autodatum

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