ESA Top 5 Minute | ESA Senior Partner Adam Armbruster puts the franchise boom in perspective, shedding light on the immediate — and huge — opportunity at hand.
Top 5 Minute | ESA’s Dave Eckstein demonstrates a subtle shift in analytics from macro level to the Profit Analytic, aligning strong campaign results with execution and expectation.
ESA Top 5 Minute | Adam Armbruster provides a snapshot of the automotive market, trending, and profitability challenges. ESA Top 5 Big Digs Webinar, August 24, 2016.
ESA Top 5 Minute | Senior Partner Adam Armbruster discusses geo marketing and the automotive landscape. ESA Top 5 Big Digs Webinar, August 24, 2016.
Ten points in ten years.
No, we’re not talking about Jackie Moon’s all-time ABA points total.
Ten years ago, in July 2006, Detroit’s Big 3 accounted for 55% of YTD US auto sales (year-to-date vehicle sales for the first seven months of 2006). In July of 2016, we have seen those same three automakers — granted, Chrysler is now FCA — contract to a total of just 45%.
One might guess that Toyota or Honda grabbed a large portion of those 10 massive points of share — worth 1.75M vehicles on an annual basis. But as the chart clearly demonstrates, the balance of share is dispersing in the auto market.
There are “other” automakers, like Subaru, Hyundai, Kia, Audi, BMW — and even VW, despite its recent emissions issues — that have accounted for the majority of this seismic shift in the US auto market.
Looking for up-to-the-minute automotive intel for YOUR market? Follow ESA Car Keys, or tune into ESA’s Top 5 Minute video series, especially Adam Armbruster’s segment on automotive profitability challenges from ESA’s Top 5 Big Digs Webinar on August 24, 2016.
Adam Armbruster is a Senior Partner in the retail and media strategy firm ESA & Company. He can be reached at email@example.com.
What we’ve learned numerous times about a “flat year” (Volume +1.1% through 7 months):
Nobody’s really flat. Wide variance from the mean in today’s US automotive landscape, as gainers continue to grab share from laggards.
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