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General Motors Q1 Worldwide Sales Breakdown

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#1 ·
Chevy Up, Vauxhall/Opel Continue Crash
GMInsideNews
May 11, 2012
By: Austin Rutherford


Ed. Note: This was written by our staff member from FordInsideNews.

You have heard the story: Opel is hurting due to lower sales and high fixed costs. Maybe what you have not heard is exactly what is weighting them down. Throughout the division, almost nothing is going right in development, sales, and costs.

Let us start with the bad news. Opel and Vauxhall saw their sales fall 16.2-% in the first quarter. This lead to a loss of 0.7 points of market share for the brand, but with Chevrolet taken into account the loss came to 0.4 points. This was tied for the second worst loss among major European automakers with Renault-Nissan. Perhaps the most troubling part of this sales depletion is where it came from.

Opel Corsa sales suffering 2% is not a worry. Where the worry comes into play is with two other vehicles suffering huge losses. If the first quarter, Astra sales crashed 17% as new trims did nothing to hold back the onslaught. The worst part of the Astra’s sales is that the vehicle is produced within four plants in the main European region. The Astra is also produced in Russia. Though the more basic levels are about to receive their first facelift, spy shots show this is a very minimal change that will probably do little to curve the spiral.

The other vehicle in the lineup facing a slide is the Insignia. The higher margin sedan and wagon saw a huge decrease in owners in the vicinity of 22%. The reason for this is mainly its age in the market. It is one of the oldest vehicles on the market in its class and competitors like the new Passat B7 has been grabbing market share in this class. Like the Astra, it is up for a facelift. Again, based on spy shots, this will probably not be enough to stop the bleeding.

Other problems are hard to understand. Why does the Antara still exist? This compact CUV, which we got as the Saturn Vue and now the Chevy Captiva Sport, sold less than 10,000 units for the main European market for all of 2011. One wonders why the Opel Mokka, aka Buick Encore, was designed after this when it has already been met with failure.

Another is the tie up with PSA. This Siamese twin had the worst fall in the last quarter with market share falling 1.4 points. Peugeot and Citroen have too much overhead, too many models in the same classes, and one of the oldest lineups in Europe. These problems are not just confined to Europe, but to the company globally. Even with the poke in the arm given by GM's cash infusion, it is likely that the company will go bankrupt in the next two years pending a miracle

Even with major headwinds in Europe, there are many vehicles seeing gains. The Chevy brand was up 6.5-% for the quarter with Cruze sales leading the charge thanks to added production in South American and continued success in China and North America. In fact, for the first time since GM emerged out of bankruptcy, and for a period before that, the Wuling Sunshine was not the best selling product in a quarter for the company. In the first quarter, the Chevy Cruze has finally taken this title.

GM will be launching many new models in coming year that should push sales higher. Opel will launch the Adam, the first name of its founder, while GMNA will bring out the all-new GMT SUVs and trucks. Cadillac will start production of the long awaited ATS and XTS. In South America, the new Cobalt will expand availability outside Brazil and the all-new Chevy Spin, a compact MPV, will launch. GM-SIAC will also start local production of many models in China and start building models in India.

Below is a breakdown of GM’s best selling vehicles for the first quarter. If one has any market’s sales that are not included, please post them with a link. Big thanks to Matt of Best Selling Cars for adding markets to the list.

Markets included in the first quarter were Algeria, Argentina, Australia, Austria, Bahrain, Belgium, Brazil, Canada, Chile, China, Croatia, Cyprus, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, India, Ireland, Israel, Italy, Kuwait, Latvia, Lithuania, Luxembourg, Malaysia, Mauritius, Mexico, Netherlands, New Caledonia, Norway, Oman, Qatar, Poland, Portugal, Romania, Russia, Saudi Arabia, Slovakia, Slovenia, South Africa, South Korea, Spain, Sweden, Switzerland, Thailand, Turkey, Ukraine, United Arab Emirates, United Kingdom, United States, Venezuela, and Vietnam.

Model Breakdown

  1. Chevy Cruze - 180,000*
  2. Wuling Sunshine - 152,666
  3. Chevy Silverado/ Cheyenne - 106,250
  4. Wuling Rongguang/ Xingwang - 104,183
  5. Chevy Aveo/ Sonic - 87,874
  6. V/O Astra H,J - 81,636
  7. V/O Corsa - 77,847
  8. Buick Excelle - 76,378
  9. Chevy Spark I,II/ Beat/ Matiz - 75,439
  10. Chevy Malibu - 70,955
  11. Wuling Hongguang - 69,445
  12. Chevy Sail - 65,252
  13. Chevy Equinox - 56,360
  14. Chevy Impala - 52,525
  15. GMC Sierra - 46,103
  16. Chevy Celta/ Prisma - 45,251
  17. Chevy Corsa I,II - 44,932
  18. Buick Excelle GT/ Verano - 40,365
  19. Buick LaCrosse - 38,032
  20. Chevy Avalanche/ Tahoe/ Suburban - 35,186
  21. Chevy S10/ Colorado/ D-Max/ T-Series - 32,473
  22. Wuling PN Series - 28,772
  23. Buick Regal - 27,582
  24. V/O Insignia - 26,676
  25. GMC Terrain - 25,080
  26. Chevy Camaro - 23,491
  27. Chevy Traverse - 23,009
  28. Chevy Captiva(Both) - 22,682
  29. Baojun 630 - 22,035
  30. V/O Zafira - 21,782
  31. Chevy Agile - 21,231
  32. V/O Meriva - 20,362
  33. Cadillac SRX - 19,935
  34. GMC Acadia - 18,426
  35. Chevy Tornado/ Montana/ Corsa Utility - 17,621
  36. Chevy Express - 16,734
  37. Chevy Cobalt - 15,636
  38. GMC Yukon - 14,206
  39. Chevy Niva - 14,190
  40. Cadillac CTS - 13,090
  41. Buick Enclave - 12,342
  42. Chevy Orlando - 11,978
  43. Buick Excelle XT - 11,256
  44. Holden Commodore - 10,699
  45. Buick GL8 II - 8,887
  46. Holden Cruze - 8,863
  47. Daewoo Nexia - 8,721
  48. Chevy Lacetti/ Nubira/ Optra - 7,550
  49. V/O Agila - 6,896
  50. Daewoo Matiz - 6,173
  51. GMC Savana - 6,050
  52. Buick GL8 I - 6,048
  53. Chevy Epica - 5,988
  54. Cadillac Escalade - 5,809
  55. Chevy Tavera - 5,783
  56. Chevy Meriva - 5,693
  57. Holden Captiva(Both) - 4,903
  58. Chevy Volt - 4,080
  59. V/O Vivaro - 3,891
  60. GMC Canyon - 3,601
  61. Chevy Barina - 3,555
  62. Chevy Corvette - 3,039
  63. V/O Combo - 2,761
  64. V/O Antara - 2,595
  65. Daewoo Alpheon - 2,017
  66. Chevy Lanos - 1,910
  67. V/O Ampera - 1,835
  68. Holden Colorado - 1,643
  69. Cadillac SLS - 1,563
  70. Daewoo Damas - 1,556
  71. Chevy Caprice - 1,396
  72. Chevy Zafira - 1,322
  73. Buick Lucerne - 1,217
  74. V/O Movano - 1,020
  75. Chevy N Trucks(Old) - 930
  76. Chevy N(New), F Trucks/ CYZ/ RVF/ EXZ - 827
  77. Daewoo Labo - 557
  78. Chevy Astra - 546
  79. Holden Barina Spark - 519
  80. Holden Caprice - 488
  81. Chevy Blazer - 459
  82. Chevy Lumina/ Omega - 290
  83. Daewoo Lacetti - 286
  84. Chevy Vectra - 254
  85. Cadillac DTS - 239
  86. Buick Park Avenue - 149
  87. Chevy N300 - 135
  88. Chevy HHR - 113
  89. Holden Combo - 96
  90. Chevy N,F,L-Series Bus - 92
  91. Cadillac STS - 88
  92. Jiefang Xiao/ CA 1031 - 22
  93. Holden Epica - 13
  94. Cadillac BLS - 2
  95. Chevy TrailBlazer - 2
  96. Chevy CMV/ Super Carry - 1
  97. Chevy Kodiak 6/7/8 - 1
  98. Opel GT - 1

Chevy Nexia - Unknown
Chevy Vitara - Unknown
Chevy Grand Vitara - Unknown
Chevy CMP - Unknown
Chevy LV150 - Unknown
Chevy N200 - Unknown
Chevy Combo - Unknown
Jiefang Kucheng - Unknown
Jiefang 501 - Unknown
Jiefang Jinling/ Boling - Unknown
Jiefang Furui - Unknown

* - Total Sales Provided by GM

*Models that have ended production are in BOLD*

Sales by Category

Cars
City/Kei - 89,027
Sub-Compact - 356,573
Compact - 448,887
Mid-Size - 157,394
Full-Size - 108,703

Utility Vehicles including MPVs
City/Kei - 1,556
Sub-Compact - 40,245
Compact - 71,617
Mid-Size - 101,377
Full-Size - 111,571

Trucks & Ute Vans
City/Kei - 29,330
Sub-Compact - 170,287
Compact - 176,620
Mid-Size - 41,608
Full-Size - 176,157
Cab-Over - 1,779
Bus - 92

Specialty
Muscle Car - 23,491
1 Row Front Engine Sport Car - 3,040
 
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1
#11 ·
... Did you read the article here? You can't just keep screaming "CONSPIRACY!" when your sales fell by the second worst margin in Europe and your bread and butter models are suffering.
 
#5 ·
Back to regular programming - this shows how unnecessairly fragmented GM's sales are. The Regal, Insignia, LaCrosse, Malibu and Impala could all be combined into one or two vehicles with sales of 215K units in total, or 100K each (if there were two). Same for Captiva, Terrain, Equinox and Antara.

OTOH, the ranking doesn't show that the combined Astra H, J, Buick Excelle GT/XT and Verano are GM's third best-selling vehicle, selling 2/3ds of what the Cruze does.

Having said which, it's not the production volumes that is worrying, it's the eroding margins. GM doesn't seem to be able to market the cars well enough. And that's their problem, especially in Europe.
 
#12 ·
No. What they need to do is refresh their main European lineup so that it is at least competitive. Increasing margins at Opel would help as well, maybe increasing Chevy sales in Europe can move Opel up a little bit so that GM can get the better profit margins. JMO.
 
#14 ·
V/O Astra H,J - 81,636
V/O Corsa - 77,847
Buick Excelle - 76,378
Chevy Corsa I,II - 44,932
Buick Excelle GT/ Verano - 40,365
Buick Regal - 27,582
V/O Insignia - 26,676
V/O Zafira - 21,782
V/O Meriva - 20,362
Buick Excelle XT - 11,256
V/O Agila - 6,896
Chevy Meriva - 5,693
V/O Vivaro - 3,891
V/O Combo - 2,761
V/O Antara - 2,595
V/O Ampera - 1,835
Chevy Zafira - 1,322
V/O Movano - 1,020
Chevy Astra - 546
Chevy Vectra - 254
Opel GT - 1

Normally this should all be cars under the Opel brand, but GM decided to sold it as Buicks and Chevys in China, NA & SA !!!
Opel can't be profitable without benefit from this sales !!!
 
#16 ·
nsap, first thanks for the data!

Obviously a lot of work to get it all put together so well.

Looking over it suggests compacts and smaller make up roughly
85% of cars
34% of utility vehicles
67% of trucks & UTE vans

And performance machines in all categories seem to have moved toward the margins.

Obviously this is only one data point ... not establishing a trend!

However, some of your comments, say like the weakening of Astra and Insignia lead me to wonder if "best of breed" fuel economies for each specific class may be at play.

Also, I wonder if tight economies in the EU, US, and the rest of the world are forcing consumers to do a more in depth reassessment of GM's product "value and utility" versus their competition in each market and segment.

Could it be the markets are slowly shifting from "what I want" to a "what I NEED" mode?
 
#23 ·
I was really surprised about that myself.

It kind-of makes me wonder if there might not be an untitled Solstice or Sky sitting on a dealer lot somewhere, too.
 
#21 ·
Shouldn't this list be consolidated by vehicle model?

How do you justify combining Vauxhall Astra numbers with Opel Astra numbers while keeping Chevy Cruze and Holden Cruze numbers as two separate entries? Either do it by badge or do it by vehicle, but stick to one...
 
#22 ·
The reason I combine Vauxhall and Opel together is because they are the same company within GM. All of one brand's vehicles are sold in the other.

As for a Chevy Cruze compared to a Holden Cruze, Chevy and Holden are two separate divisions under GM. Also, the brands do not match up. Chevy sells many more products than what Holden does.


_______

BTW, if anyone else has a question...feel free to ask!
 
#30 ·
The biggest problem is that the "fishy accounting" is simply regular accounting in the corporate world.

There is always management accounting that works by allocating income and costs to business units and objects at the absolute discrection of the company's management, which allows them to appraise the business unit or object (such as "Opel brand vehicle sales" or "Epsilon platform").

Then there is always fiscal and tax accounting, where there are external legal, binding rules, and where the accounting's goal from the company's point of view is to:

1. Minimize taxation, which should be a priority (and it is alright, by taxing company profits and income in a given way, the authorities promote or punish certain behaviours and can influence business to follow their policies)
2. Show credible, positive results to shareholders, financing agents, analysts and the general public

The thing is that those are often entirely separate - for example, the way platform and vehicle development now works @ GM, as it does with most global companies, it has nothing or little to do with geographic and legal entities. AND, this is the largest fixed cost item for Opel and arguably other GM units as well. Vehicle assembly is by far mostly variable cost of components supplied and ordered according to production planning, the plant upkeep fixed costs pale in comparison to both it and the fixed costs of running engineering, development, management and marketing operations, which is mostly highly-paid labour on salary.

The problem Opel has is that it is convenient for GM to point a finger at them and say they do not deliver, even if management accounting would tell a different story (not that Opel does deliver, but that there is no such thing as "Opel" per se, at least not encompassing Adam Opel AG as known from the books). There is also a lot of tension and emotion being unnecessairly generated between units of what is essentially, or should be, ONE COMPANY. Opel is suddenly viewed as a foreign automaker, which it is not, because it is entangled in the global GM network and should work as a part of it.

GM is being very unwise in blaming their leg and starting to treat it as a foreign entity. It's borderline schizophrenic.
 
#31 ·
NOW, the other problem is how GM reacts to their rather unfavorable brand structure as well as European market's lack of growth or, more recently, contraction. On the one hand, GM now tries to push Opel upmarket and try to build a common entity out of three very different brands - Buick in the US, Buick in China and Opel in Europe. They have stuff in common, but overall they are rather different in most aspects. At the same time, focus is on capacity utilization, so that Opel's management feels the need to defend market share and push volume at the cost of eroding margins and prices, which not only makes Opel structurally unprofitable, but also goes against any kind of upscale ambitions.

Because so much spotlight is on Opel to be turning a profit, some convulted deals are made such as exporting Opels to exotic markets such as Australia to make sure the profits are attributable "to the brand", which makes little sense. Ford has no problem acknowledging that the European market is in a bad shape now and so sales there are less profitable, but doesn't act as if the sky is falling, but rather makes quiet adjustments and makes sure they get as much money from the market as possible while continually working on their fixed costs and efficiency without bold speculations about closing a plant or pulling out of Europe.

Fiatsler, on the contrary, are constantly fighting the labour unions, suppliers and the Italian government all over the media, which only adds to their public image of being a "troubled" automaker and in the end hurts them markedly, because their sales fall the most in Italy, where the conflict resonates the most. Same for Opel/Vauxhall - they are doing moderately well in all European markets, but suffer the most (ceding sales to VW mostly) in Germany, their home market, where any news of Opel-GM conflict (however schizophrenic it sounds) resonate the most. People in Germany have been taught by GM to think of Opel as a troubled brand with an uncertain future, and a worse choice than VW, which is then reflected in the prices, spiraling into a perpetuum mobile.

I do believe that there are two fundamental issues with GM:

1. The GM's management ineptitude to develop a sound, long-term business strategy and execute it quietly over a few years.
2. The inherent weakness of GM's brand portfolio, ill-suited for competition in the current globalized automotive market.
 
#32 ·
First, they need to consolidate. There is no reason to build Astra's in so many plants.

Second, bost capacity could be done through adding Chevy production. Sort of damned if you do, damned if you don't for lower production leads to unprofitability, but Chevy's would not make that much money anyway. It would keep the unions happy though.
 
#33 ·
Why does Opel have so many costs tied to it? Is it a brand or does it actually develop the cars for GM Europe? I have always been confused with that. Opel gives other countries cars like the Regal which are winners...so how can it lose. GM could find away to develop global product and sell under the brands that each country knows best.
 
#36 ·
It would be nice to see a breakdown of Cruze sedan, 5 door and wagon.With a compact hatch or wagon offering good utility and MPG, it is no wonder smaller crossover sales are down in Europe.
I think some crossovers in the USA may see a drop in sale if fuel prices climb. I still have a bad feeling about no Cruze hatch in the USA to battle the Elantra GT, Focus, Impreza.
 
#38 · (Edited)
You think???

What happens with Mazda's US 29 mpg(US) commbined (2WD AT & MT) SkyActiv-G CX5, MSRP: $20,695 - $27,045.
http://www.fueleconomy.gov/feg/Find.do?action=sbs&id=32225

Wayne Gerbes is testing a gasoline MT CX5 this weekend. Here are some of his early findings:

2013 Mazda CX-5 - Steady State (Cruise Control set) Speed vs. FE (incline <+/-1.5% round trip same path)

mph aFCD MPG displayed (average of NB and SB legs) __mpgUS Actual (mpgUS)
70 mph ====== 37.8 _______________________________________36.6
65 mph ====== 40.2 _______________________________________38.9
60 mph ====== 43.5 _______________________________________42.1
55 mph ====== 45.9 _______________________________________44.5
50 mph ====== 47.7 _______________________________________46.2

How does that sound?

How do you think this vehicle will sell ... regardless the price of fuel?

What happens IF the US gets Mazda's SkyActiv-D CX5 (diesel) with roughly 30% BETTER fuel economy?
 
#40 ·
As much as I dislike suggesting this - it may be time to cut Opel loose. I didn't think this way 6 months ago but the picture only seems to be worsening.

But Opel and GM have a long history in Europe but Opel doesn't have the loyalty or reputation that VW,MB, and BMW have.

Much of the dropoff in Opel sales appears to be due to push of the Chevy brand. It (Chevy) is the mass market brand and Opel is being pushed upmarket where its aging models are losing out to VDub and others. One 'bright spot' is that the Asians have never done much in Europe compared to US. But old Europe is aging and doesn't have much population gain to drive sales. Wish I could be more optimistic but it's tough.
 
#41 ·
Much of the dropoff in Opel sales appears to be due to push of the Chevy brand.
No? Look at the numbers again... Chevrolet is in different pricing brackets than Opel losing sales accross Europe. Chevrolet sales are still a fraction of what Opel sells, and Opel still sells by far more expensive products.

In N.A., Buick must add models with lower starting MSRP’s to get more interest in the Regal/Verano in order to “jump start” demand like VW has with the Passat along with simplified trim level/options like Hyundai/Kia with Sonata/Optima.
You've mistaken Buick with Chevrolet. Hyundai clearly isn't going for any kind of premium with those prices, interiors and lack of attention to detail (everybody swooning over Hyundai and Kia's merits add "for the price", they are simply acceptable cars, but for the price they are really interesting), and VW is after the mass market with the Passat NMS. It's Chevrolet that should have lower prices, attract the most buyers and such. Even sell loss leaders just to steal market share.

Buick should by all means protect MSRPs, ATPs and resale values. They are to be the premium brand, not another Chevrolet. I hope somebody at GM understands it, and clumsily puts that into practice. Now, if they could only tell Chevrolet dealers to get a Buick/GMC franchise if they want higher-margin models, not chase both with upper-end Chevrolets...

That's why GM got it wrong in Europe - Opel started chasing volumes with the supposedly upmarket Insignia sliding down even further behind Passat (even if Passat's chasing volumes as well, but in a more refined way), mainly because there was no Chevrolet product to do it - the unloved Epica cost too much to import and was deemed too stale for GM o push it, and it wasn't made in Russelsheim, so it did nothing for GM's capacity utilization.

My point was that all the Epsilon models mentioned could/should have been essentially two:

1. LaCrosse-sized Chevrolet Malibu/Impala sedan, replacing both the 2004 Malibu and the W-body Impaler, for the American market mainly, and competing with lower-end Mondeos, Kias and Hyundais on space-vs-price in Europe and other markets (allowing the Insignia not to chase that volume).

2. Insignia/Regal 5door and wagon for Europe mainly, with American prices boosted by its "unique" status and packaging

Later, as the Lucerne would die, I'd add the "XTS" Buick Riviera, Roadmaster or however you like it to replace it as a large sedan.

The money saved on the new Impala (God, is this thing ugly and ungainly!!!) could be spent on a mid-large MPV/CUV off the Epsilon platform.
 
#47 · (Edited)
No? Look at the numbers again... Chevrolet is in different pricing brackets than Opel losing sales accross Europe. Chevrolet sales are still a fraction of what Opel sells, and Opel still sells by far more expensive products.
Spot on, the bulk of Chevrolet sales gains are with the Spark and Aveo (Sonic) and even the Cruze does not sell in numbers anywhere near Astra numbers and when the Astra 4-door Sedan is offered in Russia and Turkey, it's sales will improve.

The new Opel Meriva seems to be selling well and is a model that could find many buyers in markets outside of the EU, if GM allowed it....


You've mistaken Buick with Chevrolet. Hyundai clearly isn't going for any kind of premium with those prices, interiors and lack of attention to detail (everybody swooning over Hyundai and Kia's merits add "for the price", they are simply acceptable cars, but for the price they are really interesting), and VW is after the mass market with the Passat NMS. It's Chevrolet that should have lower prices, attract the most buyers and such. Even sell loss leaders just to steal market share.

Buick should by all means protect MSRPs, ATPs and resale values. They are to be the premium brand, not another Chevrolet. I hope somebody at GM understands it, and clumsily puts that into practice. Now, if they could only tell Chevrolet dealers to get a Buick/GMC franchise if they want higher-margin models, not chase both with upper-end Chevrolets....
Think you missed my point.

The Sonata GLS is the "base" trim level, comparable to the Malibu LS which is totally outclassed by a $21,720 ($22,495 w/$775 Dest.) for a Sonata GLS with Popular Package from Hyundai

The fact that this strategy has resulted in:
Sonata was the third best-selling mid-size retail car in 2011,

• ALG has rewarded Sonata's low incentive spending and low fleet mix with its highest-ever residual value of 60 percent for 2013.

• Retail sales success comes with the segment's lowest incentive spending.

Highest ratio of transaction price to MSRP and the highest residual values.

All I have heard from defenders of GM's pricing strategy for the Malibu/Regal is that:

Higher ATP
Higher Residual
Higher Retail percentages
Lower incentives

Could only be achieved with a higher starting MSRP.

Well, the real world answer is quite different and no surprise to me.

A car's "percieved" market value is not based upon the starting MSRP, but the "value" is represents to the buyer.

Most Optima and Passats on SoCal roads are not base models, quite the opposite - most have MSRP's at or above the Regal's. The difference is their lower base MSRP got the current owner into the dealer to test drive the one they are now driving - word of mouth does the rest. Basic SoCal marketing 101.

Honda did it, Toyota did it, Nissan did it, and now Hyundai/Kia and VW are doing it. I did the same thing with Dodges and outsold competing dealers, average lot time for my vehicles was far below the average with many of them sitting for less than 1 week and we got higher Transaction Prices since our Dodges were packaged better. I have actually ordered real vehicles that cost the dealer real money and had to meet real sales/profit targets, no "armchair" anything here, over 30 years experience in this market - I know what it likes and buys and what it does not.
 
#42 ·
Unfortunately only GM knows their internal cost structures, and as such this attempt to discern what exactly ails GM is at best foolhardy. Also the assertion by one fairly obtuse in nature poster that makes Buick a Chevrolet V 2.0 is at best obtuse and at worst requires words which I am not comfortable with the use of.
 
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