Again, we repeat: this strategy isn’t working. Fiat Chrysler Automobiles must change this strategy. Because it isn’t working. This strategy can’t possibly work, surely has never worked, and can’t ever work in the future.
Why do you need a pair of minivan twins when rival automakers – the ones which controlled just 36% of the overall minivan market – go it alone with individuals?
In all seriousness, conventional wisdom says Chrysler and Dodge don’t need to be selling identical minivans in the same showrooms. But the strategy is working. It works really, really well. 64% of the minivans sold in Canada in May 2014 were either Dodge Grand Caravans or Chrysler Town & Countrys, up from 62.6% in May 2013.
In the full-size minivan sub-category (excluding Orlando, Rondo, 5) Chrysler’s Canadian dealers generated 73.7% market share last month, up from 70% in May 2013. Grand Caravan sales are up 12.2% in a segment that’s up 11.3% in 2014.
Chevrolet Orlando sales surged 117% in May 2014 and Mazda 5 volume shot up 128%. And then we remember that the Orlando only looks as though it’s on the upswing because the downswing was so sharp last year, as Orlando volume slid 78% from 563 units in May 2012 to 125 in May 2013.
Sales of mini-minivans jumped 36% to 1452 in May 2014; 39% to 5752 year-to-date. The full-size minivan group was up 7.2% to 9605 in May 2014; up 7.8% to 35,378 year-to-date.
You can click any model name in the tables below to find historical monthly and yearly Canadian auto sales data. You can also select a make and model at GCBC’s Sales Stats page. This table is now sortable, so you can rank minivans any which way you like. Suggestions on how GCBC should break down segments can be passed on through the Contact page.