Text: Vince Pornelos / Photos: Various | posted January 23, 2015 14:51
Combined 2014 CAMPI, TMA and AVID sales reports
The numbers are in, and it seems the Philippine automotive industry has completed another landmark year in terms of sales figures.
As we had forecasted at the end of Q3 2014, the sales of the Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI), the Truck Manufacturers Association (TMA) and the Association of Vehicle Importers and Distributors (AVID) were on course to breach the 270,000 sales milestone based on their Q1-Q3 growth percentage.
Well, they came very close to it. As it stands, 269,841 brand new vehicles were sold by the three major industry groups in 2014.
Compared to 2013's 212,281 units, the industry experienced 27.1% growth in 2014, a staggering increase compared to the growth between 2012 and 2013 at 15.0%.
Below is the complete 2014 sales chart.
The Top Three
Based on the leaderboard, Toyota, Mitsubishi and Hyundai held on to their top three spots, respectively.
Toyota has a commanding lead after selling 105,635 units in 2014, growing by 40.5% and nabbing a 39.1% share of the market. In terms of unit sales volume, Toyota leads the way with an increase of 30,474 units in 2014.
Mitsubishi likewise experienced a significant growth at 16.0%, bringing their annual total to 50,085 units for a market share of 18.6%.
Hyundai was able to hold their position in third place with 23,019 units for a market share of 8.5%, though their 4.5% growth in 2014 is significantly lower compared to 2013's 11.9%.
4th to 6th
Ford sprung the surprise in 2014, as the company managed to sell 20,341 units in 2014. The blue oval grew by 53.1% over their 2013 tally. Ford's performance earns them a solid fourth place just 2,678 units behind Hyundai and 6,207 units ahead of Isuzu.
Strong as Ford's growth may have been, Isuzu was able to deliver a remarkable increase in 2014 given that they just have three models for private customers. As it stands, Isuzu sold 14,134 units in 2014, a growth of 19.9% over 2013 and garnering them a berth at fifth.
Honda launched model after model in 2014, but the number of new models didn't translate as quickly to sales growth. Honda's tally of 13,378 (+0.2%) means the Japanese automaker slid two places from their fourth place in 2013 to sixth in 2014.
7th to 12th
In seventh is Kia with 8,176 units sold in 2014 (+37.4%), recapturing their loss in 2013 when their sales dipped from 7,527 units in 2012 to 5,950 units in 2013. Perhaps their new Pacquiao-led PBA team is having an effect on their sales after all, and they're now in seventh place in the industry.
Following close behind them in eighth place is Chevrolet with 8,046 units which, at 59.1% growth, is the biggest gainer in terms of percentages in the industry. An overwhelming majority of Chevrolet's sales stems from the commercial vehicle segment, no doubt fueled by the strong sales performance of the Trailblazer SUV.
In ninth is Nissan with 7,473 units in 2014; a dip of -5.3% compared to 2013's 7,893 units. Nissan Philippines is still in their transition phase after unifying the brand under one national sales company and their changes have only begun to take hold, though we think they need stronger contenders in the entry-level segments (i.e. subcompact hatch and sedan) to better capture the market's attention.
Rounding out the top ten is Suzuki. At 6,884 units, Suzuki grew their sales by an impressive 38.3% after the company launched a few new models in 2014.
In eleventh place is hard charging Mazda, as the company sold 3,632 units in 2014 for a growth of 51.0% over 2013's 2,406 units. Mazda's SkyActiv charge was undoubtedly led by the Mazda3, Mazda6 and CX-5 this past 2014.
In twelfth place is Subaru. At 3,068 units sold in 2014, Subaru grew by 4.4%, though their upcoming models in 2015 could have a significant impact on that number.
The premium and luxury sectors
In the European segment comprised of Volkswagen, Peugeot, Mini and Volvo, it's newcomer Volkswagen that led 2014 with 612 units sold. Peugeot is in a solid second with 428 units, followed by Mini with 135 units and Volvo with 113 units.
In the Luxury sector BMW was the clear leader with 722 units sold in 2014, an increase of 10.6% over 2013's tally of 653 units. Lexus took second place in the luxury segment with 475 units sold in 2014 (+11.5%) versus Mercedes-Benz at 471 units for the year (+17.5%).
There was a bit of controversy regarding the numbers of Mercedes-Benz after a post-deadline addition of 16 units to their tally, though CAMPI has disallowed it after a review.
NOTE: The numbers reflected above do not take into account many of the non-aligned and independent distributors such as Land Rover, Jaguar, Ferrari, Maserati, BYD, Chery, Tata, Foton, Haima, et. al.