Winners and Losers in the UK Automotive Industry in 2021 | The Salesmark

Winners and Losers in the UK Automotive Industry in 2021


The Giulia and the Stelvio are rock-bottom in their respective segments, selling at one-tenth the rate of the major models.

Alpine – no change

2020 market share: 0.01%, 2021 market share: 0.01%

A110 sales are up, thanks to a host of new special editions, but Alpine’s share is still tiny.

Aston Martin – up

2020 market share: 0.05%, 2021 market share: 0.06%

Sales have increased, thanks to the DBX SUV, but Aston is still losing a lot of money (£188m in the first nine months of 2021). It hopes to be making a decent profit by 2024.

Audi – up

2020 market share: 6.61%, 2021 market share: 7.17%

After a bad period in 2018 and 2019 when WLTP homologation issues limited sales, Audi is now back fighting BMW for top spot among the premium brands. The A3 is its star performer.

Bentley – no change

2020 market share: 0.08%, 2021 market share: 0.08%

UK market share is steady and Bentley is pretty happy overall – 2021 will see record sales and profits globally.

BMW – up

2020 market share: 7.08%, 2021 market share: 7.16%

Another fine year, with the stars the 3 Series and the X3, which is for the first time outselling Land Rover’s Discovery Sport.

Citroen – up

2020 market share: 1.72%, 2021 market share: 1.87%

The cars that have increased sales are its smallest: the C1 and C3. Given the C1 will soon perish, that doesn’t bode well.

Cupra – up

2020 market share: 0.01%, 2021 market share: 0.46%

Cupra has been on the market for five minutes and already is outselling Alfa and DS. A stylish sporty crossover that feels premium, the Formentor has got off to a very good start.

Dacia – down 

2020 market share: 1.16%, 2021 market share: 1.03%

Dacia’s share may be down, but the new Duster, Jogger and Sandero should lead it to a strong recovery in 2022.

DS – down

2020 market share: 0.15%, 2021 market share: 0.14%

Increasingly looks like a French Alfa (nice heritage, shocking sales). If it didn’t exist, would anyone bother inventing it?

Ferrari – up

2020 market share: 0.06%, 2021 market share: 0.06%

Enthusiasts dream about the cars, financiers of the business model. The best heritage plus the best image plus the most consistent demand equals the highest margins in the industry.

Ford of Britain’s annus horribilis. There was always a strong likelihood of Volkswagen overtaking it this year, but no one expected the Blue Oval to be fighting to maintain second place ahead of Audi and BMW. Chip shortage has hit it particularly hard.

Fiat – up

2020 market share: 1.32%, 2021 market share: 1.36%

‘Fiat maintains market share’ is a shock headline these days. With 89.4% of sales coming from 500-branded models, the Fiat badge is starting to look as redundant as putting ‘Morris’ in front of ‘Mini’.

Honda – down

2020 market share: 1.67%, 2021 market share: 1.65%

Having closed its UK factory, Honda has gone into freefall in Europe. Its European share is just 0.6%. Mitsubishi is leaving most European markets, yet it sold more cars than Honda in the first nine months of 2021.

Hyundai – up

2020 market share: 2.91%, 2021 market share: 4.22%

After a terrible 2020, Hyundai is recovering sharply, with rising sales of high-margin products such as the Tucson and Ioniq. However, it’s still a long way behind Kia, which is meant to be the junior brand.

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