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Customer LoginsDomestic automakers gain car share
There is mounting evidence that the three "domestic" automakers, long known for their strength in light trucks, are turning out more competitive cars and that consumers are noticing. New retail registration data for the first five months of 2013 show the domestics have gained almost two points of car market share (versus the same time period in 2012) with almost all of this increase coming at the expense of the Asian makes. The domestics have made these gains while at the same time increasing their share of the light truck market, though just marginally. Within the car market, the biggest gainers have been Dodge (Avenger and Dart), Ford (Fusion and C-Max) and Cadillac (ATS and XTS). All of these increases are at the retail level and exclude any fleet influence.
Secondly, Consumer Reports just issued an exceptionally positive report on the new 2014 Chevrolet Impala. Amazingly, they gave this model a 95 rating (out of 100), higher than any other sedan it has tested, including the Lexus LS460 and other luxury cars. Only two cars, the Tesla Model S (technically classified as a hatchback) and the BMW 1-Series Coupe, outscored the Impala. This is the first time in over 20 years that Consumer Reports has rated a domestic sedan ahead of all German and Japanese competitors. The previous generation Impala, which will stay in production in the near term to meet fleet obligations, received a rating of 62 and was described as "unsettled" and "nervous" by the same magazine.
Lastly, on a minor note, Consumer Reports also had praise for several other domestic models. The magazine says, "We've seen a number of redesigned American models - including the Chrysler 300, Ford Escape and Fusion, and Jeep Grand Cherokee - deliver world-class performance in our tests.
It is noteworthy that the domestics have made these inroads in the car market during a time period when their Japanese rivals were introducing redesigned versions of several key cars including the Civic, Sentra, Altima and Accord, among others.
The competition never lets up though. This fall, a new Corolla and Mazda3 arrive, and next year Volkswagen brings the redesigned Golf to the U.S. Although, Toyota has made it clear it is determined to keep the Camry at the top of the sales charts despite several vastly improved direct competitors.
If the domestics are able to continue earning such positive reviews as that given to the Impala, they will continue to inch back into the car market where they have been playing second fiddle for many years.
Tom Libby is manager, loyalty practice and industry analysis, IHS Automotive
Posted 1 August 2013