The market share of national brands is declining in mature markets
- The market share of national brands in the United States and France has evolved in the same way since the 1970s until today. Indeed, the American groups ‘GM, Ford and Chrysler (formerly known as the Big Three) market share in the United States fall gradually from 83% in 1970 to 45% in 2018. Over the same period , the French brands ‘-Renault, Peugeot and Citroën -market share in France fell from 78% in 1970 to 48% in 2018.
- The same phenomenon can be observed in other mature markets, such as Germany, Italy, Great Britain, Japan and Korea. This phenomenon is accompanied by an increase in the market share of foreign brands, either imported or locally produced, which is a consequence of the internationalization of automotive production.
- The American groups GM, Ford and Chrysler suffered in particular from the sharp increase in Japanese car sales in the United States. In France, French brands suffered from the sharp increase in mainly German, Japanese and Korean car sales, . The Romanian brand Dacia also experienced a very strong increase in sales.
- On the other hand, in emerging countries, the market share of national brands continues to grow, particularly in China where 100% Chinese brands ‘ influence has increased over the past three years. Previously, after peaking at nearly 40%, 100% Chinese brands experienced a decline due to strong competition from non-Chinese manufacturers who offered models with more features Over the past three years, however, their market share has increased from 32% in 2015 to 35% in 2018, and 2019 looks set to be an even better year.
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