Canadian Sales 2014

by

Strada IQ

January 2015

CANADIAN SALES

2014

Outstanding

We could use a dictionary of

superlatives.

Its been an outstanding,

remarkable, record breaking

2014.

Think about it 1.85 million new vehicles were sold in

Canada…its huge, its never

been done before.

THE STRONG NUMBERS

Product:

Whoever offered new product that inspired the market had an easier task to

generate an increase in sales.

In many instances the new product was the increase driver for manufacturers.

It remains a product driven business.

The up front narrative:

Our sales increased by xx in 2014, we are now the most aaa in Canada.

The back story narrative:

If we did not have xyz model in 2014 we would have had a decrease in sales.

The Money

The terms are not out of

control as some would like

you to believe.

It remains astutely below the

70% mark.

Be assured “big data” plays a

key role in balancing the

promotions, the terms, the

rate, the risk.

$500./month remains the

constant magic number.

Chart by JD Power PIN

Who is Ahead in 2014

Porsche: + 34%

Nissan: + 27%

Land Rover: + 22%

Audi: + 20%

Jaguar: + 16%

Infiniti: + 15%

Subaru: + 14%

Chrysler: + 12%

Lexus: + 10%

Mercedes-Benz: + 9%

Who is Behind

Mini: - 10%

Volvo: - 4%

Kia: - 3%

Sales in 2014 were 6%

ahead of 2013.

Several Manufacturers were

not ahead by 6%.

Notably:

Hyundai, Mazda, BMW,

Toyota, VW,

Who is Rattling

Some models have persisted

on “disrupting” the

established order.

Jeep Cherokee….22,529

Nissan Micra…......7,815

M-B CLA…….….…3,851

BMW 4 Series….…3,469

Lincoln MKC……….1,849

Audi A3…………….1,566

Porsche Macan…...1,223

• Jetta……………….31,042

• Ford Fusion…..…..18,472

• Honda Accord........16,962

• Toyota Camry……..16,024

• Hyundai Sonata..…13,645

• Chrysler 200…..…..11,655

• Nissan Altima…..…9,475

• Chevy Malibu……..8,246

The Jetta what can you say.

• Honda Civic……..66,057

• Hyundai Elantra…50,420

• Toyota Corolla…..48,881

• Mazda 3……....….40,974

The Civic is a constant, with the Elantraand Corolla trading paint.

All Figures from Automotive News

SOME NUMBERS2014

Compact Mid Size Sedans

• Ford F Series….....126,277

• Ram…………….……88,521

• GMC Sierra…..……..48,046

• Chevy Silverado……41,957

We know that the F Series is

always on top with Ram

motivating GM pickups in the

second half..

• Ford Escape……….52,198

• Honda CR-V……….37,684

• Toyota RAV4……….36,639

• Hyundai Santa Fe…32,474

• Chrysler Journey…..24,715

• Chevy Equinox….....19,559

As usual Escape is ahead, with a surge by the CR-V which is trading paint with the RAV4.

SOME NUMBERS – 12014

CUV/SUV Pick Up

• Lexus RX…………………7,913

• Audi Q5……………………7,862

• Acura RDX…………….….6,557

• Acura MDX…….….…...…6,272

• M-B GLK…………..………5,599

• M-B M Class………….…..5,532

• BMW X5…………………..5,470

• BMW X3…………....…..…5,219

• Cadillac SRX…… .........…4,134

• Infiniti QX60………….....…3,613

• Buick Enclave…….….……3,528

• BMW X1……………….……2,735

• Lincoln MKX……………....2,702

• Range Rover Sport….……2,580

The gun fight persists in the corral.

• BMW 3 Series….…10,086

• M-B C Class……..…7,054

• Audi A4………......…5,850

• Lexus IS……...……..3,945

• Cadillac ATS……...…3,714

• Acura TL…………….3,497

• Infiniti Q50………...…3,242

• Lincoln MKZ………...1,445

• CTS………………….1,076

The IS - ATS – TL- Q50 impressive!

SOME NUMBERS – 22014

Entry Luxury Luxury SUV/CUV

• Lamborghini…..……..112

• Maserati………..….….468

• Ferrari………….….…..309

• Panamera…..…..…….375

• GT-R………………..…125

• R8……………..…..….116

• Rolls-Royce……..…….81

• Bentley…………....….158

• Tesla Model S……..…600

• Volt…………...……..1,521

• Leaf………….…..….1,085

• Mustang…………….5,605

• Camaro……………..2,880

• Challenger……...….1,623

Halo cars that keep the auto media

buzzing. With the Mustang up front.

SOME NUMBERS – 32014

Pony Cars Did You Know

Certified Pre Owned

Its a booming segment.

The CPO “meisters” are

increasing their sales on a

yearly basis.

CPO will continue to expand

with increased lease

penetration, and remarketing

to control residual risks.

0

50

100

150

200

250

2012 2013 2014

Sedans vs Utility

Sedan CUV/SUV

The Shift

In the past 3 years we are

observing an ongoing shift

from sedans to SUV/CUV.

Consumers are migrating

from sedan to utility vehicles.

Based on the sedans and SUV/CUV that we

follow figures in 000’s

MANUFACTURERS IN 2014OUR THOUGHTS

• Audi: (+20%) Superior performance controlling sales of A3 and A4

• Acura: (+3%) On the strength of the MDX – RDX – TL

• BMW: (+4%) A challenging year lost the MerBimAu race to Mercedes

• Chrysler: (+12%) Epic performance in 2014…what can you say.

• Ford: (+3%) # 1 in 2014, by a sliver

• GM: (+6%) # 3 in Canada, its embarrassing

• Honda: (+5%) The Civic at # 1 holding their position with gains by CR-V

MANUFACTURERS IN 2014 - 1OUR THOUGHTS

• Hyundai: (+1%) Feeling the competition, Santa Fe keeps them ahead

• Infiniti: (+15%) Strong with Q50 and QX60 and a dab of QX50

• Jaguar: (+16%) The F Type captured the imagination

• Kia: (-3%) Still begs the question “What is going on?”

• Land Rover: (+22%) The Sport…strong assisted by the LR2

• Lexus: (+10%) The IS impressive and the RX as usual

• Mazda: (+0%) The CX5 saves the day for another year.

MANUFACTURERS IN 2014 - 2OUR THOUGHTS

• Mercedes-Benz: (+9%) Got # 1 from BMW, CLA is disrupting, S Class on fire.

• Mini: (-11%) Specialty cars are fickle, too many variations.

• Mitsubishi: (+8%) The Mirage saves the day.

• Nissan: (+27%) The Micra and Rogue did the heavy lifting…huge improvement.

• Porsche: (+34%) The Macan drives the increase, with back up from the 911.

• smart: (+14%) The slide stopped.

• Subaru: (+19%) The momentum endures, Forrester, Outback, Legacy

MANUFACTURERS IN 2014 - 3OUR THOUGHTS

• Toyota: (+2%) Stays in the game with Highlander, RAV4.

• Volkswagen: (+5%) Tiguan does the trick

• Volvo: (-4%) What else is there to say?

• Sales in Canada were up 6% for the year.

• Free flowing money empowered everyone.

• The model further migrated from ownership to mobility.

• GM persists in leaving pockets of vacuum filled by other.

• An OUTSTANDING 2014.

OUR THOUGHTSON 2015

• Alberta is the 3rd largest market in Canada, need we say more.

• New models as usual will provide an advantage.

• Free flowing money will endure, assisted by programs, incentives.

• Leasing will increase.

• The value of the CDN dollar will recalibrate strategies and tactics.

• The Canadian consumer will further gravitate to the “mobility” model.

• Expect a strong 1st quarter to generate “blinks”.

• For many it will be an epic challenge to match 2014.

Thank You