Filed under: By the Numbers
By the Numbers: April 2008
Remember when I said February 2008 was the worst month ever in the history of our reporting monthly sales figures? Well, April 2008 was just as bad. Though we had five brands this month that posted an increase in their daily sales rate (DSR) compared to four back in February, automakers had two extra days last month to sell compared to April 2007. Not even that helped as most brands went down flaming with double-digit dips in their DSR*. The domestics were hit the hardest in April, with Ford Motor Company (-19%), General Motors (-22.7%) and Chrysler LLC (-29%) all down. You'll hear from analysts that two things are responsible for the Big 3's poor performance: too many trucks and SUVs that nobody wants combined with a decrease in fleet sales. Nissan North American and Toyota Motor Co. were down as well, but both by less than 5%. Honda informed us it's having technical difficulties reporting its numbers, so they're forthcoming.
The significant thing that happened last month is the big jump in small car sales. On a make/model basis, the Ford Focus was up 32%, the Chevy Cobalt and Aveo were up 15.5% and 14%, the Toyota Yaris and Prius rose 45.9% and 53.8%. While virtually all truck and SUV sales were down, as well as those of many larger CUVs, small and mid-size cars were definitely popular with the people.
Biggest Winner
MINI
28.6% at 4,713 (4/07: 3,382)Biggest Loser
HUMMER
–49.8% at 2,380 (4/07: 4,375)BRANDS
Audi
–12% at 7,730 (4/07: 8,106)BMW
–2.5% at 26,735 (4/07: 25,310)Buick
–11.7% at 12,665 (4/07: 13,234)Cadillac
–21.3% at 14,359 (4/07: 16,839)Chevrolet
–21.9% at 157,187 (4/07: 185,759)Chrysler
–45% at 30,670 (4/07: 51,441)Dodge
–23% at 83,348 (4/07: 100,463)Ford
–17.4% at 165,997 (4/07: 185,553)GMC
–29.6% at 31,854 (4/07: 41,748)HUMMER
–49.8% at 2,380 (4/07: 4,375)Hyundai
–7.4% at 39,280 (4/07: 39,137)Infiniti
–11.5% at 9,537 (4/07: 9,945)Jaguar
15.7% at 1,785 (4/07: 1,424)Jeep
–24.4% at 33,733 (4/07: 41,200)Land Rover
–43.9% at 2,557 (4/07: 4,211)Lexus
–17.1% at 23,350 (4/07: 25,995)Lincoln
–19.3% at 10,340 (4/07: 11,832)Mazda
4.1% at 23,760 (4/07: 23,760)Mercedes-Benz
–10.4% at 20,271 (4/07: 20,895)Mercury
–31.8% at 12,910 (4/07: 17,481)MINI
28.6% at 4,713 (4/07: 3,382)Mitsubishi
–32% at 8,878 (4/07: 12,047)Nissan
0.1% at 66,318 (4/07: 61,179)Pontiac
–15.9% at 24,009 (4/07: 26,346)Porsche
–11.9% at 3,099 (4/07: 3,248)Saab
–37.9% at 1,580 (4/07: 2,350)Saturn
–22% at 16,888 (4/07: 19,977)Subaru
12% at 16,771 (4/07: 13,786)Suzuki
–2.8% at 9,669 (4/07: 9,179)Toyota
–2.7% at 194,350 (4/07: 184,462)Volkswagen
–6.1% at 19,415 (4/07: 19,086)Volvo
–18.9% at 7,138 (4/07: 8,122)N/A: Kia, Honda and Acura (Delayed)
COMPANIES
BMW Group
1.2% at 31,448 (4/07: 28,692)Chrysler LLC
–29% at 147,751 (4/07: 193,104)Ford Motor Co
–19% at 200,727 (4/07: 228,623)General Motors
–22.7% at 260,922 (4/07: 311,687)Honda America (Delayed)
Nissan North America
–1.6% at 75,855 (4/07: 71,124)Toyota Motor Co.
–4.5% at 217,700 (4/07: 210,457)*All percentages are reported as the change in Daily Sales Rate because there were 26 selling days in April 2008 versus 24 in April 2007. Comparing the raw number of vehicles sold both months would not be accurate because of this discrepancy in selling days, so we report the change in the average number of vehicles sold per day.

Reader Comments (Page 1 of 3)
Andrew Tanasescu 9:16PM (5/01/2008)
Im actually really glad jaguar is posting good numbers, but overall, those are some horrible numbers...
Reply
Gargamello 9:37PM (5/01/2008)
Jaguar is posting good numbers, lol?
With 1700 sales - that's the LOWEST total of any manfacturer included on the list. Volvo sold 4 times as many vehicles and their sale were DOWN 20% for the month.
They sold 300 more cars out of a total of 300,000 vehicles moved - statistically insignificant, much like the brand.
DJ 9:45PM (5/01/2008)
Actually, SAAB had the least unit volume at 1580, Jag beat them by 15%.
It's interesting how a single new model can drive the increased percentages for the smaller volume companies. The XF for Jag, the Clubman for MINI, and the STi for Subaru.
Smeagle 10:08PM (5/01/2008)
Gargamello: Still got an issue with Jaguar I see. I thought you said you were going to stop commenting on Autoblog.
Terry 1:10AM (5/02/2008)
Gargamello, you're criticizing Jag yet you have a picture of an Alpha next to your name? Do you see the irony in that?
Brandon 4:13PM (5/02/2008)
I'm so bitter about Saab. They used to be the coolest cars (well, sorta). Now they're just rebadged Opels and [shudder] GMs, with only a center-bottom ignition to highlight their Saabness.
Threader 9:16PM (5/01/2008)
Subaru is up 12% at 16,771 (4/07: 13,786)
And most of them Hot STi Hatches!
Reply
Jason 9:24PM (5/01/2008)
Hot STi hatches? My local subaru dealer has had two on the lot since they were released. They haven't even moved an inch, so looks like nobody seems to be test driving either.
On another note: Mazda up yet again. Must be a record or something...
psarhjinian 9:40PM (5/01/2008)
Mazda and Mini are just racking it up, month over month.
Dave 9:43PM (5/01/2008)
Summer is coming. MX-5 and Mini convertible sales must be up.
Richard 8:18AM (5/02/2008)
I was wondering what was driving the Suby volume. Two dealers in my area have sold their allotment of STi and are taking deposits - though not charging over sticker. My dealer, who is out in the country still has their red one in the showroom.
It may be that the Impreza is driving volume as folks turn to smaller cars, but want the safety (5 Stars) and security (AWD) of their F150s and Suburbans.
IowaSuby 11:19AM (5/02/2008)
New Forester sales would be my guess. Although the Impreza is selling well. The new Forester is really nice, much bigger than the last and looks great in person.
Xcountryflyer 12:59PM (5/02/2008)
Go Mazda!
dea911 9:18PM (5/01/2008)
I'm confused. Under the Brands at the top of the list BMW saw an increase from 25,310 in April of 07, to 26,735 in April of 08 yet you put down there was a decrease of 2.5%???
Reply
dea911 9:22PM (5/01/2008)
upon reading the article further i see thats not the only typo.
Andrew Tanasescu 9:22PM (5/01/2008)
read the star
"*All percentages are reported as the change in Daily Sales Rate because there were 26 selling days in April 2008 versus 24 in April 2007. Comparing the raw number of vehicles sold both months would not be accurate because of this discrepancy in selling days, so we report the change in the average number of vehicles sold per day."
BigMcLargeHuge 9:34PM (5/01/2008)
"I'm confused. Under the Brands at the top of the list BMW saw an increase from 25,310 in April of 07, to 26,735 in April of 08 yet you put down there was a decrease of 2.5%???"
Many other brands are the same. Nissan and Toyota are actually up 5%. It has to do with the fact that there were 26 selling days in April 08 and 24 selling days in April 07. So even though the actually number is higher, so is the number it is being divided by.
Devin 9:42PM (5/01/2008)
Woot!!!
Jag is up. Don't knock them just because they are finally starting to recover. A normal month (ie. one without the new XF) would have produced a very large red number, of probably around -30, so a +15% can almost be like an overall net of +45%.
As far as GM, Ford, and Chrysler go, I'm rooting for them, but this month was not good in the least.
Reply
connor 9:42PM (5/01/2008)
even though ford, lincoln, and mercury, are all down. there cars did pretty well with the mkz, milan, and fusion all post gains. fusion: 22.4%
milan: 13.2%
mkz: 19.3%
the focus also posted its best month of 23,850 in april since 2000.
Reply
huis 9:57PM (5/01/2008)
Imagine how the Focus would be selling if it was actually cool.