The Big Three will represent only 38% of the US market by 2025
- The Big Three (GM, Ford, Chrysler) still accounted for over 80% of new car sales in the United States in the early 1970s , with imports represented by the Volkswagen Beetle, a few Japanese brands, and a few European brands. This level was significantly lower than that achieved by all American brands combined in the 1950s and 60s, but it would steadily decline in the following decades. From 83% of the US market in 1970, the Big Three's share gradually fell to 74% in 1980, 72% in 1990, and 70% in 2000. This decline accelerated in the early 2000s (the period of the disappearance of the American brands Plymouth and Oldsmobile). The Big Three's share gradually fell to 45% by 2010, which led to the demise of the Mercury, Pontiac, and Saturn brands.
- Meanwhile, the market share of foreign carmakers (especially Japanese) rose from 30% in 2000 to 55% in 2010 in the US market, representing for the first time more than half of all sales. This foreign dominance was particularly pronounced in the sedan segment, which is why the Big Three automakers eventually abandoned this vehicle category in the early 2000s. Between 2010 and 2020, the Big Three attempted to maintain their position, holding a market share of around 44-45% of the US market. But the following years, marked by the Big Three's abandonment of sedans in favor of SUVs and pickups, saw their market share fall below 40%, dropping to 39% in 2023 and 38% in 2024 and 2025. Fortunately for the Big Three, their dominance in the pickup category remains very strong, but their dominance in the SUV category seems more fragile.
- The new American brands (Tesla, Rivian , Lucid ) began to develop after 2015, but their market share never reached 5% (4.2% in 2024 and less than 3.6% in 2025) and in no way compensate for the fall in sales of the Big Three.