The VW Golf does not outrageously dominates the European market in 2020
- The Volkswagen Golf has dominated the European market for many years, but since the launch of its SUV version called Tiguan, the Golf has seen its market share in Europe significantly decreased, especially since 2015, from 4.5% in 2014 to 2, 7% in 2019. At the same time, the Tiguan went from 1.2% of the European market to 1.7%. Together, the two models occupied 5.7% of the European market in 2014 and 4.4% in 2019. In this C segment, we should also take into account the Touran model, but this model, whose sales are in declining, is doomed to disappear, like this market segment in Europe.
- The arrival of the Tiguan is therefore not the only explanation for the decline of the Golf. It also faced competition from equivalent SUV models from other brands. The 2012-2020 long generation must also have amplified the phenomenon. The Golf is indeed renewed in 2020.
- The VW Golf market share in 2019 (2.7%) is the lowest recorded for more than twenty years. The gap with the Renault Clio (2nd Best selling car in Europe) is now very small, as it achieved a market share of 2.3% in Europe in 2019.
- Adding Captur and Clio together, the gap with the Golf + Tiguan is now very small, around 0.6% (3.8% versus 4.4%). And while the Clio + Capture has remained stable since 2015, the Golf + Tiguan has declined significantly. We can presume that the Volkswagen T-Roc took a bite out of sales of the Golf and Tiguan, as this model accounting for 1.3% of the European market in 2019.
- Volkswagen, by having diversified its range in the C-segment, reduced the importance of the Golf within the carmaker. In addition, the Golf will now have to face competition from the new BEV Volkswagen ID3. This probably explains why VW sees the ID3 as the brand’s new major product, as the Beetle and Golf were when they were released.
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