Struggles among Japanese brands to properly equip their dealers with inventory have given Detroit-based U.S. brands the opportunity to gain market share. During this same period, from Toyota’s recall troubles to Honda’s styling issues on through to earthquake-induced Toyota/Honda/Nissan/Subaru stock problems, General Motors, Ford, and Chrysler have been releasing some very competitive products.
The Chevrolet Cruze, Ford Focus, Dodge Durango, and a handful of other vehicles are the kinds of products many buyers would’ve considered even if the Camry or Corolla or RX450h they had been considering was available at the local Toyota store. But have the domestics really made up much ground?
Sales data already published today on GoodCarBadCar.net shows that Ford, Chevrolet, Dodge, Jeep, GMC, Buick, Chrysler, and Lincoln all posted year-over-year gains compared with July 2010. But those comparisons are individual: Lincoln vs. Lincoln or Jeep vs. Jeep. Compared with June 2011, Chrysler/Dodge/Jeep/Fiat went from owning 11.4% of the overall market to 10.6%. Ford Motor Company went from owning 18.4% market share to owning 17%. General Motors market share fell slightly from 20.4% to 20.3%.
On the other hand, despite tumbling year-over-year sales, Toyota Motor Corp.’s market share increased from 10.5% to 12.3%. In a way, this is funny math. The year-over-year contrasts obviously go back to… er… last year. This market share analysis only goes back a month. But what’s the point? Well, at a glance, these figures say most Japanese brands (Subaru up from 1.9% to 2.1%, Nissan/Infiniti up from 6.8% to 8%, Mazda up from 1.8% to 2%) are ready to return to a normal functioning of the United States automotive market. How will they get all the way back? Incentives.