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Dieseldriver.com broke down diesel sales for 2010, and found that December’ diesel sales (7,604 units) were about double the monthly rate for January of last year (3,855), although diesel’s overall market share is not growing at a commensurate rate. For vehicles available in both gas and diesel versions, the diesel take rate over the course of 2010 was 32%. Audi buyers chose diesel powertrains most often where available, with a 48% take rate on diesel versions of the A3 and Q7. Volkswagen had the second-highest take rate at 7%, with its Jetta Sportwagon leading the way with nearly five diesel versions selling for each gas version sold.
16 Comments on “The Diesel Report 2010...”
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I think I took a wrong turn at Albuquerque…
Duramax? Cummins? Where are you?
It would probably be a bitch to get the data, but I would be interested about a couple of additional factors:
1 – Were diesel sales limited by supply? This might be trackable by average days of inventory on the lots, but where would you get that detail by model?
2 – Were gasser sales better supported with cash on the hood? What was the ratio of selling price to sticker price?
Other than that, this is seriously cool data. I would have expected more takers for diesel Mercedes, but then again, you see a lot more gas versions of those models on the road than diesels.
I also chuckled about the disparity for the Jetta wagon, until another look showed that the gas wagon sold more than any listed Audi, gas or diesel. Still, when US buyers think about Jetta wagons, they apparently think Diesel.
benzaholic –
I can tell you that yes, Audi’s diesel offerings have been supply-limited here in North America due to production bottlenecks in Europe and also due to the falling value of the $USD. Audi AG has been pushing the majority of its production to the higher-margin Euro markets before allocating to North America.
It’s been a major problem for dealers in the US who have repeatedly stated they could easily sell another 25-30% diesel mix in the A3 and Q7.
Interesting is that Audi’s Q5 would be a perfect candidate for a diesel in the US and there currently are no plans for that. Instead, Audi’s going to use the Q5 as its foray into hybrid technology here in the US.
BMW’s actual diesel percentage is highly overstated by leaving the 330i volume out of the calculation.
I also question the use of only x5 30i as the comparison for the 35d.
I bought my 2011 X5 35d last July. There is no 30i for the 2011 model year. The model line consists now of the 35i, 35d and 50i. (And I suppose the X5M.)
The 35d can lose sales to either the 35i or the 50i. The 35i for people looking for lower end models, the 50i for someone with serious towing requirements. Don’t laugh, people really do use these things to tow.
As for the 335d, I didn’t buy one, but I active cross-shopped it against not only the 335i, but also the 335i xdrive. Would have to choose between diesel and AWD, but definitely considered each.
That’s why I wound up with the X5 35d. AWD and diesel.
The last year BMW offered the 330i in the US was 2006.
I’m pretty surprised by how few 335i sedans BMW is selling now. Two years ago, they were thick on the ground here. So were BMW courtesy cars though. I wonder if even lease customers had enough of monthly repairs. 328i sedans are still very common in coastal San Diego. Perhaps they’re the ones that should have been compared with the 335d.
335d was a great deal last fall and could be had for $5000 under invoice (Costco price – $4500 BMW eco credit – $900 tax credit). Tax credit is now gone and eco credit is $3500.
As for 335 sales in general, I wonder if the $0 value package on the 328 is impacting that. It makes the 328 better equipped than the 335 for a lot less money.
Excuse me but the original author is kinda stupid by comparing Dec to Jan. Ever heard of year end clearance? Many retailers had 75% of their full year revenue in Dec.
Always compare Dec to last Dec.
…that’s why he quoted the stats for the full year 2010. 48% of the Audis and 37% (although Ed said 7%) of the VWs.
These are cool data. Great analysis.
Usually true, but as someone who was shopping for a Diesel Golf at the end of last year, I can tell you that I searched dealerships in four states and found that for the Golf the 2010’s were quite scarce in most trims well before November of 2010. The chart bears that out, with a big decline in monthly sales in Q4, 2010.
I got my 2011 Golf right off the boat after a three week wait, that was in October.
There were left-over Jetta’s, however, and these are a higher percentage of sales than the Golf.
The Golf is made in Germany and shipped here in finite numbers, the Jetta is assembled in Pueblo and that’s one reason they are more numerous.
The reason for the high percentage of diesel sportwagens is that people who want utility and average gas mileage get a small suv, so no reason to get the Gas Jetta. But if you want lots of luggage space and 40 MPG on your cross-country trip with the kids, you get the TDI sportwagen.
It is supposedly only a $1k premium to make a diesel engine over a standard non direct injection normally aspirated gasoline engine (if the base gas engine has DI or forced induction then the delta is much smaller). However most manufacturers charge significant premiums for a diesel engine over a gas engine b/c customer will pay extra for it.
I’m fairly new to this board, so perhaps this question has been pondered ad nauseum – why do we not get the full range of diesel choices that are available in the rest of the world? I’ve driven diesels while traveling, and found them to be exceptional. This past year I drove a couple of economy sedans and coupes that absolutely ate up the miles under quiet, torquey, and efficient diesel power. Are Americans still bruised by the diesels from the 1980’s? What’s the problem? Where I live, diesel Jettas and Golfs sell at absurb premiums due to limited supply. Would it be so risky for Ford to offer a diesel Focus here – the mileage on these things is astounding.
Probably the same reason why you can’t buy a new Mustang, F-150 or a Chevy Malibu in most of Europe – too little demand. Complying with regulations is expensive, so it’s easier for the carmakers to not import a niche product.
Even though US finally got Ultra Low Sulphur Diesel in 2006, the cetane ratings still remain at a paltry maybe 40 (fine for tractors?) while the euros and their diesels get stuff thats over 45. That difference makes meeting strict US emissions specs more difficult. The worldwide demand and refinery profits will likely not cause US diesel to improve any time soon.
With gas prices continually going up (not just short, but long term), seems that Diesel will become increasing popular. Ultimately makes the Golf TDI more attractive than the GTI, personally.