French brands will represent only 41% of the French market in 2022
- French brands have been declining in the French market for over 40 years. But the decline of national brands in their domestic market is a phenomenon that can be observed in all European countries and in North America. The only countries where this phenomenon is not observed are Japan, South Korea and especially China, where national Chinese brands have been growing in terms of market share for several years, and will account for 50% of the Chinese passenger car market in 2022, compared with 45% in 2021 and 40% in 2020.
- As for the French market, several factors have worked against French brands. The first factor dates back to the creation of the Common Market at the end of the 1950s, which opened up the borders and allowed the first massive imports of foreign cars. The second factor was the disappearance of two major French brands (Panhard in 1967 and Simca-Talbot in 1987) and the arrival of Japanese and then Korean brands on the European market. Finally, the arrival of the Dacia brand (a subsidiary of Renault) in the 2000s took a large share of Renault's customers. For example, in 2022, Dacia sales will represent 55% of Renault's sales in France in terms of passenger cars.
- It is interesting to note that the share of French brands went from 96% in 1960 to 78% in 1970, 77% in 1980, 61% in 1990, 59% in 2000, 54% in 2010, 49% in 2020 and 41% in 2022. If we include Dacia, the share of French brands has declined from 59% in 2010 to 55% in 2020 and 50% in 2022. It should be added that French brands have made strong progress in other European markets, offsetting their decline in their home market.