August’s final tally came in with a thud, especially for many major automakers, as the market’s seasonally-adjusted annualized rate (SAAR) of US auto sales finished at 16.91M units, a steep decline from July’s 17.78M and August 2015’s 17.7M pace.
Only one of the big six automakers finished August with a year-over-year increase: Fiat-Chrysler. GM, Ford, Toyota, Honda and Nissan were all lower versus 2015. Light trucks accounted for 61.5% of volume (+4.1% vs 2015), while passenger car sales were down -13.5%. This is the most lopsided trucks-to-cars balance ever in the US market (61.5% / 38.5%).
Gainers for the month included Fiat-Chrysler, Subaru, Daimler, and Audi.
Your ESA Car Keys recap follows.
AUGUST 2016 HIGHLIGHTS
Wards Auto and NADA MarketBeat
- August SAAR: 16.91 units
- August Units: 1.506M vehicles sold
- Change: DSR* -3.4% | Volume -3.4% vs August 2015
- Gainers (by Volume): Subaru +14.7%, FCA +3.0%, Audi +2.5%, Daimler +2.0%, Honda +4.4%,
- Laggards (by Volume): VW -9.1%, Ford -8.8%, Kia -7.9%, BMW -7.2%, Nissan -6.5%, GM -5.2%, Toyota -5.0%, Honda -3.8%
*DSR: Daily Sales Rate. A more reliable indicator of the pace of auto sales which accounts for actual car-selling days per month.
*SAAR: Seasonally-Adjusted Annual Sales Rate.
SOURCES: Wards Automotive InfoBank, NADA MarketBeat, Automotive News.
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.