The German PC market  increased by 2.9% in 2014 (1/2-General)

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The German PC market  increased by 2.9% in 2014 (1/2-General)
 

- The German market rose by 6.7% in December reaching 229 700 units that month. Over the 12 months of 2014, the German market rose by + 2.9% to 3 036 773 units (against 2 952 431 units in 2013).


- This positive result is the sign of a slight reboot for the German market, after two years of decline (the German market fell below the 3 million threshold at the time, one of the worst figures for twenty years).


- In 2014 it still remains far from the figures recorded in the years 1996-2006 when the German market ranged from between 3.2 and 3.8 million annually.


- It has a long way to go to return to pre-crisis levels. According to Inovev it might increase slightly over 2015-2017 but will not reach the 3.2 million units per year threshold.


- 2014 was marked by an upward trend as early as January, February, March and was upwards in May, July and in September-October-December.


- The monthly variations of the German market in 2014 reveal a bumpy pace that is not unlike the changes of the French market that same year. The unstableness of the German market could continue in 2015 as long as European economic growth has not been confirmed as long lasting.

 

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The UK PC market increased by 9.3% in 2014 (1/2-General)

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The UK PC market increased by 9.3% in 2014 (1/2-General)
 
- The UK market grew by 8.7% in December to 166 198 units that month. Over the 12 months of 2014 the UK market increased by + 9.3% to 2 476 435 units (against 2 264 737 units in 2013). This clearly positive result (England is one of the fastest growing markets in 2014) almost allows the UK market to return to its pre-crisis levels (2001-2004).

- This market declined significantly between 2008 and 2011, and carried out an initial reboot in 2012, which has intensified in 2013 and 2014. It is the first (and ultimately perhaps the only) major European markets to regain its pre-crisis levels.

- The UK car market undeniably benefits from its economic growth which is undeniably greater than that of other European countries, however, other factors have impacted sales. Indeed, the discounts given by dealers (sort of disguised bonus) and the increased fleet purchases by companies (representing more than one sale out of two) have contributed to the sturdiness of the market.

- The result of this strong economy in the short term is that the UK car market grew by almost 10% in 2013 (in terms of volume) and did the same in 2014. The years 2015 to 2017 however, should according to Inovev see a growth slow down in this market.
 

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The Italian PC market increased by 4.3% in 2014 (2/2 Carmakers)

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The Italian PC market increased by 4.3% in 2014 (2/2 Carmakers)
 
- In 2014, the manufacturers that made the most progress in the Italian market were the Renault-Nissan group, Toyota, Hyundai-Kia and Volkswagen. The Fiat-Chrysler group remained stable.

- In terms of volume, the Fiat-Chrysler Group (FCA) remained well ahead of its competitors thanks to its strong domestic presence, but its market share continued to drop, moreover 2014 did not deviate from this decline. Its growth was indeed almost zero while the overall market grew by 4.3%.

- The Fiat group has terminated two of its C-segment cars (Fiat Bravo and Lancia Delta) and the share of the Fiat Punto also continued to decline. The year 2015 may be better due to the launch of the Fiat 500X, an SUV from segment B that competes with the Renault Captur, Nissan Juke, Opel Mokka and Peugeot 2008. This segment benefited from strong demand and thus strong growth in Europe and Italy itself.

- Now selling half as much as Fiat-Chrysler, the Volkswagen Group strengthened its second place, ahead of Renault-Nissan, PSA and Ford. Like everywhere else in Europe, the GM group suffered from the removal of the Chevrolet brand as customers of this brand did not turn towards the Opel brand, but towards Dacia and Hyundai-Kia, that in terms of price and positioning remain rather similar. Chevrolet, Dacia and Hyundai-Kia have indeed experienced strong growth in sales in 2014 (see graph).

- The best selling models in Italy in 2014 remain the Fiat Panda and Punto, ahead of the Fiat 500L, Lancia Ypsilon and Fiat 500. The Renault Clio is the leading foreign car in this market ahead of the VW Golf and Ford Fiesta.
 

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The Italian market for PCs increased by 4.3% in 2014 (1/2-General)

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The Italian market for PCs increased by 4.3% in 2014 (1/2-General)
 

- The Italian market grew 3.1% in December to 92 099 units. Over the total 12 months of 2014, the Italian market increased by 4.3% to 1 359 616 units (against 1 303 534 units in 2013).


- This positive result marks the restart of the Italian market, after six years of uninterrupted decline (the Italian market was reduced by half during this period). Nevertheless, it still remains far from the figures recorded in the years 2000-2007 in which the Italian market ranged between 2.2 and 2.5 million PCs annually .


- The Italian market was alongside the Spanish market one of the two markets that decreased the most since 2007. There is still a long way to go to reach pre-crisis levels. According to Inovev Italy may not reach the 2 million unit threshold before 2018.


- The year 2014 was characterized by an upward trend in January-February,  June-July and September-October.


- The end of the year (November-December) ended on a slowdown in growth that is expected to continue in early 2015.


- Inovev nevertheless thinks the Italian market will recover during the year to reach a volume of 1.45 million PCs throughout the year, representing an increase of 7% compared to 2014.

 

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The Spanish market for PCs increased by 18.3% in 2014 (2/2-Carmakers)

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The Spanish market for PCs increased by 18.3% in 2014 (2/2-Carmakers)
 
- In 2014, the manufacturers that made the most progress in the Spanish market were the Fiat-Chrysler group (FCA), Hyundai-Kia, Daimler, Renault-Nissan and Ford.

- In terms of volume, the Volkswagen Group remains well ahead of its competitors, firstly because of the strong presence of the Spanish brand Seat that has been part of the German group since 1986, and secondly because of the progress made by other subsidiaries, mainly Volkswagen (which benefits from local presence of the Polo) and Audi (which benefits from the growth of premium brands in all markets).

- Renault-Nissan is in second place behind the Volkswagen group. The Franco-Japanese group benefits from the local presence of the Renault Megane and Captur.

- PSA has third place. It benefits from the local presence of the C4 Picasso, C4 Cactus, Berlingo, Partner. In fourth place, the GM group benefited from the local presence of the Opel Corsa and Meriva. Finally, Ford benefited from the local presence of Kuga and C-Max, but no longer benefits from the Fiesta and Focus that where transferred  to Germany in recent years. Other manufacturers do not have any local presence and are hence less popular with Spanish customers.
 

15-01-4  

 

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  1. Spain is the European country whose production has increased the most in 2014
  2. The Spanish market for PCs increased by 18.3% in 2014 (1/2-General)
  3. The French market ended 2014 below the 1.8 million PC (2/2 - carmakers)
  4. Domestic production breakdown by group
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