Thursday , October 21 2021

Volkswagen and Toyota, the two brands that can celebrate despite a tough 2018


The result is that instead of the million units expected, will end up with just over 800,000. Until yesterday, they were patented 796,482 units. In the few remaining days to close December, there will be time to break this roof.

Especially, by the strong bonuses that are being applied, they achieve discounts of up to 40%. The reason for these reductions is to reduce the high inventory level – estimated at 260,000 units – and to meet the commercial objectives that factories impose on retailers. In this way, the year will end 10% below 2017, but with a year-on-year fall of 40% in the last quarter, which projected 2019 at about 600,000 units.

As happens every year, the market has winners and losers. Based on the patent data they had until Friday, Volkswagen will be the leading brand for 2018 for the 15th consecutive year. It registered 118,020 vehicles. In second place was Renault, with 113,216 units. On days when the French mark is hardly available, it can move the German. The third place was maintained by General Motors, with 100,678 0km.


The situation changes when you look at the rankings of the models. The first place, until yesterday, was for the Toyota Hilux, with 33,249 patents. In this way, the pickup will occupy position 1 of the general sales. Last year, it was the Volkswagen Gol, which has held that position for several years. Today is in the stage of generation renewal. This explains their current low demand. However, Hilux has won many models that cost half. Japanese "boring" is sold between US $ 800,000 and US $ 1,800,000, according to the versions.

The explanation of this phenomenon has to do with reasons and economic tendencies. Among the former, there is strong demand from sectors such as the field, mining, oil and gas, due to the improvement in activity level. There are many companies that are renewing their fleets of vehicles. In the second case, the public is turning to segments like pickups and SUVs.


Also, add another achievement. It is a vehicle of national production. The rest of the "top ten" comes imported from Brazil, except Sandero, manufactured in both countries. The other fact that Toyota has to celebrate is that the second best-selling model on the market is its Etios model. As of yesterday, there were 31,927 patented units. They are followed by the Chevrolet Onix and the Ford Ka with just over 30,000. In the few remaining days, they could move the Etios. If positions remain the same, Toyota will occupy the top two places in the public's preferences. Something new.

The other side of those carmakers who have reasons to celebrate, despite a difficult 2018 – especially in terms of profitability – are the Chinese brands that have flooded the market in the past two years. In some cases, in December, they sold between 2 and 4 units. Other imported brands also had very low numbers in 2018. Given that 2019 will show a contracting market, it will be difficult for these companies to maintain their structures with such low demand.

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