Up Year-Over-Year, Pacing Down from January.
US Auto sales during February 2015 came in at a solid if not spectacular 1.25M units, about a 6% increase over same-month 2014. This performance brought the SAAR down a few ticks to a 16.2M pace for the month.
The big story was continued growth of light-truck sales (SUV, CUV, pickups), as this segment grew 11.1%. Wards noted that automaker discipline (avoiding heavy incentives) and tight inventory among light truck models prevented a repeat of January’s brisk 16.6M pace. Your Car Keys recap follows.
FEBRUARY 2015 HIGHLIGHTS
Wards Auto and NADA MarketBeat
- SAAR (February): 16.2M units
- February Units: 1.252M vehicles sold
- +5.4% DSR* over prior year (vs. February 2014)
- Big Gainers: Light trucks (Large pickups, SUVs, CUVs, Vans) +11.1%, BMW, Subaru, Toyota
- Laggards: Ford-2%, VW/Audi
*DSR: Daily Sales Rate. A more reliable indicator of the pace of auto sales which accounts for actual car-selling days per month.
SOURCES: NADA MarketBeat, February 2015. Wards Automotive, Counting Cars, February 2015.
Dave Eckstein is a Partner in the firm ESA & Company. He specializes in highly profitable market share growth for local businesses and gets a kick out of demonstrating a declining cost of customer acquisition. He plays baseball, but isn't that Dave Eckstein.