2009 New Car Sales: What Consumers Really Want

Americans Love New Pick Up Trucks

How many times have we heard it over the past months? American auto manufacturers are suffering because they aren’t producing the fuel efficient vehicles that people really want. It is a refrain heard all across our TVs, the internet and in print publications. The reason they are doing so badly is because they refuse to build anything except for SUVs, Pick-up trucks and muscle cars but what the people really want is fuel economy. Well, guess what?

The numbers for the US vehicle sales of specific models from domestic and foreign manufacturers are in for January of 2009 and the picture sure looks familiar. Americans love their pick up trucks. According to AOL Autos the best selling domestic vehicles for January 2009 were:

2009 New Car Sales (domestics only)

1. Ford F-150 — One heck of a pick up truck.
2. Chevy Silverado — Another pick Up truck.
3. Dodge Ram — Wait a second! I’m starting to notice a trend here.
4. Chevy Malibu — Not a pick up truck. Oh well.
5. Ford Escape — SUV. Fuel efficient economical SUV, but SUV all the same.
6. Ford Fusion — Mid-size sedan with good fuel economy.
7. GMC Sierra — All together now, Pick up Truck!
8. Ford Focus — Yea!! The first of the compact fuel misers we keep hearing Americans want. (Great car too.)
9. Chevy Impala — Full sized sedan.
10. Jeep Wrangler — Not exactly a pick up or SUV but 19 highway/15 city, well…

Doesn’t exactly look like Americans are clamoring for Smart Cars now does it. Even when adding in foreign makers the picture looks much the same:

2009 New Car Sales (overall)

1. Ford F-Series: 25,237
2. Chevy Silverado: 23,987
3. Toyota Camry: 20,782
4. Toyota Corolla: 19,238
5. Honda Accord: 16,581
6. Honda Civic: 14,198
7. Nissan Altima: 14,135
8. Honda CR-V: 13,143
9. Dodge Ram: 12,853
10. Chevy Malibu: 9,312

So what is the cause of this discrepancy between what we hear people want and what people actually want, and what should American auto manufacturers take from sales data that points in one direction and market analysis (or at least media analysis of the marketplace) that points in another? Here is what I think is happening.

What Consumers Really Want

First off, as is always the case with the media, the antagonistic story sells. When we face hard economic times, and companies like auto makers are really hurting, the stories that point to the automakers as out of touch with consumers are what people want to hear. It provides a short and simple answer to the problems that lays the blame solidly at some one’s feet so we aren’t left without specific answers in that oh so scary world of unknowns, or at least unsures. By instead saying “The auto manufacturers are evil ne’re-do-wells who are determined to make you buy their outdated fuel consuming behemoths” we have a target upon which to focus our distaste with the entire economic situation, automotive-wise, and this gives us a secure feeling that the problem 1.) isn’t our fault and 2.) can be easily rectified.

Secondly, and I think even more relevant, is that people very often say one thing and do another. When people say “We want tiny fuel efficient cars to lower fuel prices and save the environment” what they actually mean is “I want everyone else to drive tiny fuel efficient cars to lower fuel prices and save the environment while I drive my 750 hp BOSS Mustang two blocks to the 7-11 for a pack of mini-donuts and a Yoo-Hoo”. Not that people are being dishonest, just that what they think people ought to do and what they, themselves, actually do when it comes to affecting their personal lives are two very different things. So people say, “We (as a society) want (know we probably should drive) this car” but then they actually buy that car.

Don’t get me wrong. There is nothing wrong with buying the vehicle you want. And trucks and SUVs, like those being offered by Ford and Toyota, have made significant gains in fuel economy and emissions over the past few years. I’m just saying maybe we should cut the auto manufacturers some slack for producing those pick ups and SUVs that “nobody wants anymore” when it is obvious from looking at sales numbers that Americans want to buy pick ups and SUVs.

Until tomorrow, have a great day!

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