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Fighting Chance

2014: Another Banner Year



Auto Sales Increased 5.9% To 16.5 Million Units,

The Fifth Straight Post-Recession Yearly Gain.
But the sun doesnít shine on the same dog . . or the same car company . . every year. There are always performance differences between auto companies and brands.
Detroit held its market position, as U.S. companies registered a 45.6% market share vs. 45.4% in 2013. The Chrysler Groupís sales surged 16.5%. GMís were up 5.3%, but Fordís gain was a tiny 0.6%,
Japanese brands notched a 7.1% sales gain, capturing 37.5% of the U.S. market vs. 37.1% in 2013. Leading the charge again was Subaru, which leapfrogged to a 21.0% increase. Nissan N.A. was up 11.1%, Mazda jumped 7.7% and Toyota Motor Sales gained 6.2%, but American Honda Motor Company inched up just 1%.
The most disappointing performance came from the VW Group of America, which registered a 2.0% sales decline. Its Audi brand increased 15.2% and Porsche was up 11.1%, but Volkswagen sales nosedived 10.0%.
In the luxury category. Mercedes retained the title of the USís Best-Selling Luxury Brand with 356,136 sales. BMW came in second with 339,738 units, with former leader Lexus at #3 with 311,389 sales ó an impressive 13.7% increase.
The outlook for 2015 is for modest improvement in a more competitive market, with sales exceeding 17 million. Of that total, about 80% will be retail sales to folks like us, with the remaining 20% being fleet sales to daily rental companies, corporations and governments. The need to replace Americaís aging vehicle fleet will keep sales moving up, albeit at a much slower pace.
The balance of this page lists each brandís 2014 sales performance. (Sales data for individual nameplates within each brand are covered in the Fighting Chance information package, as well as information on actual transaction prices reported by our customers, a current incentive report and step-by-step instructions on how conduct a competitive bidding process to get the best deal available in your market.)


Domestic Brands
  • Buick sales gained an impressive 11.4% last year (228,963 sold vs. 205,509 in 2013). But that was just 111 per dealer, on average.

  • Cadillac fell 6.5%% (170,750 sold vs. 182,543 in 2013). 183 per dealer.

  • Chevrolet increased 4.4% (2,033,442 sold vs. 1,947,125 year-ago). An average of 671 per dealer.

  • Chrysler edged up 2.1% (308,785 sales vs. 302,492 in 2013). 134 per dealer.

  • Dodge/Ram sales gained 8.2% (1,043,294 sold vs. 964,186 year-ago). 451 per dealer.

  • Ford sold 1.1% fewer units (2,376,841 sold vs. 2,403,542 in 2013). 764 per dealer.

  • GMC gained 8.9% (413,881 sold vs. 397,973 in 2013). 256 per dealer.
  • Jeep registered an explosive 41.2% gain (692,348 sold vs. 490,454 year-ago). 302 per dealer.

  • Lincoln sales increased 15.6% (81,694 sales vs. 81,694 in 2013). 103 per dealer.


  • Asian Brands
  • Acura inched up 1.5% (167,843 sold vs. 165,436 in 2013). 612 per dealer.
  • Honda crawled up 1.0% (1,373,029 vs. 1,359,876 year-ago). 1,316 per dealer.

  • Hyundai gained a tiny 0.7% (725,718 vs. 720,783 in 2013). 878 per dealer.

  • Infiniti increased 0.8% (117,330 vs. 116,455 year-ago). 570 per dealer.
  • Kia was up 8.4% (580,234 vs. 535,179). 754 per dealer.

  • Lexus gained 13.7% (311,389 vs. 273,847 in 2013). 1,325 per dealer. (I want a Lexus store in my next life.)

  • Mazda registered a 12.2% increase (305,801 vs. 283,946 year-ago). 480 per dealer.

  • Tiny Mitsubishi was up 24.8% (77,643 vs. 62,227 in 2013). 204 per dealer ó just 4 sales per week on average.
  • Nissan gained 12.2% (1,269,565 vs. 1,131,965 year-ago). 1,191 per dealer.

  • Scion, Toyotaís small sub-brand, tumbled 15.1% (58,009 vs. 68,321 in 2013). 58 per dealer.

  • Subaru hopscotched up 21.0% (513,693 vs. 424,683 last year). 825 per dealer.

  • Toyota increased 5.8% (2,004,373 vs.1,893,874 in 2013). 1,622 per dealer.


  • European Brands
  • Audi registered a 15.2% increase (182,011 vs. 158,061 in 2013). 646 per dealer.

  • BMW gained 11.0% (309,280 vs. 281,460 year-ago). 915 per dealer.

  • Jaguar, an almost invisible factor in the market, ended 2014 with a 7.0% sales decline (15,773 vs. 16,952 in 2013). 96 per dealer.

  • Land Rover gained 2.9% (51,465 vs. 50,010 last year). 308 per dealer.

  • Mercedes-Benz sales increased 6.5% (356,136 vs. 334,344 in 2013), finishing the year as the nationís best-selling luxury car brand. 979 per dealer.

  • MINI sales nosedived 15.6% (56,112 vs. 66,502 year-ago). 464 per dealer.

  • Porsche sales were up 11.1% (47,007 vs. 42,323 in 2013). 249 per dealer.

  • Volkswagen dropped 10.0% (366,970 vs. 407,704 sold in 2013). 568 per dealer.

  • And Volvo fell 7.9% (56,366 vs. 61,233 last year). 187 per dealer.
  • 2014 model-by-model sales performance is covered for the vehicles youíre shopping in the Fighting Chance information package.

    James Bragg



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