- Since the early 90s European generalist brands have been steadily losing ground in Europe. Their market share went from 72% to 56% between 1995 and 2012. These 16 lost points were taken by European Premium brands (such as Audi, BMW, Mercedes, Volvo, Saab, Alfa, Lancia, Jaguar and Land Rover), these same brands won 7 points, the Japanese mainstream brands won 1.5 points, the general Korean brands have won 6 and finally low cost brands (Dacia, Lada), won 1.5.

- This shows that the two categories that have "chewed away” at European mainstream brands are for 80% of European premium brands (in the upper price range) and general Korean brands (in the lower price range).

- Japanese mainstream brands and low cost brands have gained little from general European brands (20% of cases). It also seems that the general Korean brands have "chewed" generalist Japanese brands, since 2008 we have observed a weakening of Japanese market share while Koreans continue to progress.

- The low cost car market is still very incremental since it only occupied 2% of the European market in 2012.