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TTAC commenter bumpy ii has compiled another spreadsheet (XLS format) of monthly sales goodness for your data diving pleasure. This time it’s ten years worth of monthly Hyundai sales by nameplate. See how the Elantra/Sonata combo has carved out a giant chunk of the midsized sedan market. Check out the rise and fall of the Tiburon. Puzzle at why Hyundai ever wasted its effort on the Azera. It’s data-tastic!
20 Comments on “TTAC Data Dive: Ten Years of Hyundai Sales...”
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Wow. The Azera never got above 3000 units and currently is around 300.
Entourage – ouch!
Then again, not sexy and terrible on gas – what more could you ask for in a vehicle.
What the hell happened with Sonata sales in December of ’07 ?
Would be interesting to know at what other companies expense did they grow?
Was there ever a data dive on Chrysler sales? Or did I miss it?
*Nope, no Chrysler yet. I imagine it would look a lot like GM’s slow suicide, but worse.
*Hyundai was wishy-washy about the Entourage in the first place, and sales proved that it really wasn’t worth the effort to clone the Kia Sedona after all.
*The Dec.07 bump for the Sonata is almost certainly a fleet dump.
*The Genesis sedan took the Azera’s place as the “big Hyundai” as soon as it came out, except for the folks who believe that RWD = death in snow, and perhaps those who find the Sonata a bit cramped.
Looking at the figures, it seems to me that average sales of the “core” models such as the Accent, Elantra and Sonata don’t change that much and that the increase in overall sales has been caused with the introduction of more up-market and niche vehicles. These sales appear to be dropping so if I were Hyundai, I would start to consider merging or dropping some of the underperforming lines to rationalise the range.
It would be interesting to see the sales figures for KIA as well.
Note that the Azera dies right when the Genesis arrives.
To much overlap even with the drive wheels on different ends.
And then some companies think different badges and trim levels will prevent cannibalism.
Ya, right.
Overall steady improvements and increased reliability are paying off.
As long as they keep hitting some solid models a few dogs (everyone misses the fickle public at times) won’t kill them.
Bunter
Bunter
It appears introduction of the Genesis made the Azera pretty much redundant in the Hyundai lineup. For me, the Azera has always been very appealing, and it appears to hold resale value pretty well. But perhaps Sonata Limited was tough competition for Azera, too.
The Azera seems like it was aiming to be a slightly smaller competitior to the Avalon, Lucerne, Taurus. And the Genesis obviously aims a little higher.
I think the popularity and improvement of the Sonata killed the Azera just as much if not more than the intropduction of the Genesis. It’s hard to justify an Azera over a Sonata Limited.
Azera dies because of Branding issues.
Sonata = Camry
Azera = Avalon
Avalon is another sales dud is a because it hits up against the ES in price and while it is a tad larger, the ES gives you that Lexus experience. Azera has no hope if Avalon cant make it.
They need a premium brand experience. Top notch dealerships for premium cars.
Azera should compete with ES
Genesis should compete with GS
Equus should compete with LS.
Hyundai dealerships with their painted floor waiting rooms, basic metal chairs, old coffee, and Accent/Elantra customers sitting around are going to steal Zero percent of Lexus customers.
To me, Lexus’s current ads go straight for the Genesis. I can’t find one on youtube but it shows a car completely covered with paper that says “SALE” on it and the announcer says something along the lines of “some people buy a car because of the deal they get, and others buy the car of their dreams” and “It’s a golden opportunity today, it’s a Lexus forever” The camera shows the Lexus driver look at the other car strangely, and then down at the Lexus badge on his steering wheel, then he grasps the steering wheel. Straight at the Geneis there.
Current Genesis customers are buying them because they are a good deal, very nice, and to be sort of counter culture… for the “wow, that’s a Hyundai” reaction from others. That is not a long term recipe for success for a super premium car though. (and in reality, the Genesis is better than Cadillac’s flagship, so it can be called super premium in my book)
Hyundai’s entire growth has been on the back of the Sonata and the 3 SUVs.
I’m not sure the Elantra has really done much, it seems to have been pretty steady the whole time. The Accent has dropped off markedly.
Azera only started to drop off when the Genesis came around. They were selling a couple thousand Azeras a month, an increase over the XGs, and now they sell a couple thousand Genesises. But thats pretty much a wash.
Congrats to Hyundai, they hit the sweet spot with a decent midsized offering and competitive crossovers, but they still have a LOOOOOONG way to go.
“A LOOOOONG whay to go?”
Isn’t Hyundai making a profit currently?
What the hell happened with Sonata sales in December of ‘07 ?
Hyundai introduced the 2009 Sonata in Korea in November 2007, with US sales of the ’09 Sonata starting in January/early February 2008. The ’09 got the much nicer interior, USB/iPod jack, an extra 15 hp added to the V6, 6 hp plus the 5-speed auto added to the World 4, and better EPA mileage all around. If I had been considering a Sonata in December ’07, I would have definitely waited for the 2009 model.
Poor Azera. It’s like one of the rejected items on Island of Misfit Toys (of the Rudolph the Red Nosed Reindeer special fame).
WetWilly – I could understand that, but that isn’t what the numbers show. In December 2007 Sonata sales hit their highest point ever, more than double either of the adjacent months.
“A LOOOOONG whay to go?” I questioned that as well. I have an 01 Elantra hatchback w/ 128K miles on it. Except for the need to the 60K service, it’s been basically problem-free. More than I can say for every other car (all GM) I’ve ever owned.
Good news for Hyundai: Core models, including the larger Sonata and Santa Fe, did not crater with high gas prices or the market downturn.
Bad news: Tucson has been on a long, slow decline. This is a big “miss”, not only because of lost sales but because it forces the Santa Fe to do battle with cheaper RAVs and CRVs. Also, Entourage and Veracruz are both flops. The next-gen Tucson and new Portico can’t come soon enough.
I wouldn’t be afraid to purchase a Hyundai or KIA – the lower initial price and warranty do much to allay concerns over possible “buyers remorse.”
I would be afraid (indeed very afraid) to purchase anything from GM or Chrysler (Ford is a so-so, there are promising quality signs, but no way to know if the new ones will hold up long term).
Methinks that there a many like me.
don1967 :
August 20th, 2009 at 9:42 am
Also, Entourage and Veracruz are both flops. The next-gen Tucson and new Portico can’t come soon enough.
Is it any wonder the Veracruz flopped?
The last time I saw one was completely by accident, as I mistakenly found myself cutting through a Hyundai dealership lot to make a U-ey.
A plaid covered replica of Mr. Farley literally pounced on my car, knocking on my window.
He forced me into a conversation, the silver-tongued, Stetson cologne marinated sales phenom he was, and somehow we got around to talking about the MSRP of a Verazruz that was immediately to his side:
An eyelash under 40k.
Hyundai, please….I ain’t bein’ played like that, yo!