Sure, all looks well for Hyundai and Kia when they trample over Honda by claiming more than 9% of the market. Honda/Acura had just 7.7% in August 2011 as sales at the parent brand fell 24.6% and the premium brand reported a 21.5% decline. But a look back at July and June, when Hyundai/Kia market share in America stood strong at 9.9%, puts things in perspective. Though Honda’s gains are slight – up a tenth of a percentage point to 7.7% – Nissan and its luxury brand Infiniti moved up half a percentage point and Mazda moved a tenth, too.
Hyundai and Kia had an opportunity to shine amidst dark Japanese days, and they did, thanks not only to Japan’s troubles but to new product, as well. Hyundai Accent sales shot up 37.6% in August, but Sonata and Elantra sales were off last year’s pace.
For real market share movement, we should look at two domestic manufacturers instead. The Chrysler Group, which includes Dodge, Ram, Jeep, Fiat and the Chrysler brand, jumped from 10.6% in July to 12.1% in August. Ford fell from 17% to 16.3%. GM was slightly better than level. A Detroit-based brand does not exist which suffered declining year-over-year sales in August.
Automakers not represented by name in this auto brand market share pie chart can be viewed collectively in the little brown slice near the top. Jaguar, Land Rover, Maserati, Mitsubishi, Saab, Suzuki, and Volvo combined for 2.1% of the overall American new vehicle market in August.