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2008 Industry Summary

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2008 Industry Summary

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RED ARROWThe light vehicle SAAR (seasonally adjusted annual rate) for December 2008 
was 10.3 Million – DOWN from 16.1 Million a year ago.

TOYOTA LOGO WITH RED ARROWToyota Motor Sales reported December sales of 141,949 vs. last December of 224,399. TMS share for the month was 15.8% – DOWN from 16.1 last year.

HONDA LOGO WITH GREEN ARROWHonda Corp. sales of 86,085 vs. last December of 131,792. 
Honda’s share for the month was 9.6% – UP from 9.5% last year.

NISSAN LOGO WITH GREEN ARROWNissan sales of 62,102 vs. last December of 89,555. 
Nissan’s share for the month was 6.9% – UP from 6.4% last year.

GM LOGO WITH GREEN ARROWGM sales of 218,851 vs. last December of 317,089. 
GM’s share for the month was 24.4% – UP from 22.8% last year.

FORD LOGO WITH GREEN ARROWFord sales of 133,372 vs. last December of 195,105. 
Ford’s share for the month was 14.9% – UP from 14.0% last year.

CHRYSLER LOGO WITH RED ARROWChrysler sales of 89,813 vs. last December of 191,423. 
Chrysler’s share for the month was 10.0 % – DOWN from 13.8% last year.

It’s clear to see the trends, and even in these times, the ‘automaker giants’ have the ability to gain and lose market 
share from each other in a 30-day period – just like a dealer does with his facing competitor. The old adage that 
“when the pie shrinks you have to get a bigger piece” is clearly abundant with these numbers.


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John Paul Strong

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 100 professionals as owner and CEO of Strong Automotive Merchandising.

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