French brands only represents 39% of the French market in 2023
- French brands have been declining on the French market for more than 40 years. But the decline of national brands in their domestic market is a phenomenon that we observe in all European countries as well as in North America. The only countries where we do not observe this phenomenon are Japan, South Korea and especially China where Chinese national brands have for several years been making strong progress in terms of market share, reaching the point of representing 55% of the Chinese PC market in 2023 compared to 50% in 2022, 45% in 2021 and 40% in 2020.
- Concerning the French market, several factors have worked against French brands. The first factor dates from the creation of the Common Market at the end of the 1950s which opened 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 on the European market of Japanese, then Korean, then finally Chinese brands. Finally, the arrival of the Dacia brand (a subsidiary of Renault) in the 2000s took a good share of Renault's customers. For example, in 2023, Dacia sales represent 56% of Renault sales in France in terms of passenger cars, compared to 55% in 2022 and 46% in 2021.
- It is interesting to note that the share of French brands decreased from 96% in 1960 to 78% in 1970, 77% in 1980, 61% in 1990, 59% in 2000, 54% in 2010, 49% in 2020, 41 % in 2022 and 39% in 2023. If we include Dacia, the share of French brands decreased from 59% in 2010 to 55% in 2020, 50% in 2022 and 48% in 2023. However, it should be mentioned that French brands grew strongly in other European markets, thus offsetting their decline in their domestic market.