First off, let’s look at how January sales turned out.
| Model | January 2013 | % Change From January 2012 |
|---|---|---|
| Ford F-Series | 46,841 | 21.7% |
| Chevrolet Silverado | 35,445 | 32% |
| Toyota Camry | 31,897 | 12.7% |
| Honda Accord | 23,924 | 75.2% |
| Toyota Corolla / Matrix | 23,822 | 32.4% |
| Ford Fusion | 22,399 | 64.5% |
| Honda Civic | 21,881 | 0% |
| Nissan Altima | 21,464 | (4%) |
| Dodge Ram | 20,474 | 14.3% |
| Ford Escape | 19,939 | 15.5% |
Sedans
Even with the F-Series and Silverado owning the top two spots, sedans still make up a majority of all units sold. Sedans will fuel growth in automakers’ market share, because of the segment’s high sales volume. There is no shortage of heavy hitters making noise in 2013. Ford has to eager to see a full year of sales from its popular and recently remodeled Fusion. Toyota’s Corolla and Camry were both in the top 5 in January vehicle sales and will continue selling well. Honda will rely on its Civic and freshly remodeled Accord to keep pace with its competitors.
There’s a common theme with those vehicles — more so than just being top 10 in sales. They’re all fuel-efficient, and right now consumers are demanding to save money at the pump. It might surprise you to hear there’s a difference between fuel-efficient and environmentally friendly. When consumers buy a Fusion, rather than a Focus electric, they’re opting to save money at the pump to later spend on groceries. Consumers would make the opposite purchase to be environmentally friendly. The latter are less worried about saving money, as evidenced by the high price tag paid, and more about reducing their carbon footprint. The important note here is, for the next five to six years, fuel efficiency will dominate consumer behavior, and these vehicles will sell accordingly.
Sedans represent market-share gains for automakers, especially those well positioned in fuel efficiency. Now, sedans don’t have nearly the same influence on the bottom line as trucks do. Let’s look at that impact for automakers.
