May 2011 Dashboard: Supply Pinch Sends Hybrid Sales into Freefall

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The HybridCars.com monthly sales dashboard is a collaboration of HybridCars.com and Baum & Associates, a Michigan-based market research firm focusing on automotive issues including the hybrid and electric vehicle market.
The number of hybrid gas-electric cars sold in the U.S. declined from 34,000 in March to 25,000 in April, and to 16,000 in May. The drop by half in just two months is attributed to supply shortages for vehicles and related components due to the March earthquake in Japan. The lack of inventory, combined with rising demand due to high gas prices, lifted prices (when incentives evaporated). This caused some folks considering a hybrid to choose a less expensive model or postpone a purchase.
Prius was in short supply in May. Sales of the most popular hybrid fell by 51 percent.
At the same time, general consumer confidence was shaken throughout the spring due to high gas prices. The overall auto market is down 4 percent compared to a year ago. Hybrids were hit even harder, taking a precipitous fall of 42.1 percent compared to 2010. As usual, the Toyota Prius dominates the market, with its 51 percent drop compared to a year ago pulling down the total hybrid market numbers.
There were similar, and even worse numbers, reported throughout the entire hybrid field—most notably a 78 percent fall in sales of the Toyota Highlander Hybrid and an 84 percent drop in sales of the Lexus HS 250h.
The supply disruption produced what will likely go down as one of the worst months for hybrid sales in recent years. The take-rate for hybrids fell to 1.5 percent.
Incentives in the overall market were down between $500 and $800 in May, and perhaps even more so for hybrids, since they are in such short supply.
On the plug-in front, sales of the Chevy Volt were modest this month—allowing the Nissan LEAF to catch up in total sales to date in the category. Some observers attribute low Volt sales to G.M.’s decision to hold off on customer sales to allow dealers to have demos for prospective customers, or simply to draw in traffic to the showroom where buyers might choose other vehicles.
Diesels escaped the supply disruption. As a result, sales of clean diesel vehicles continued to impress—up 34 percent compared to a year ago—with the Jetta TDI carrying the load in terms of volume.
We will keep a careful watch on hybrid sales when supply returns to normal. This will determine if demand has been affected by the easing of gas prices in the past few weeks.
May 2011 Hybrid Car Sales Numbers
Hybrids sold in the US (May 2011): 16,319
Hybrid Take-Rate: 1.54%
US hybrid sales for May 2011
| Model | Units | vs. last month | vs. May 2010 | CYTD | vs. CYTD 2010 |
|---|---|---|---|---|---|
| Toyota Prius | 6,924 | -44.5% | -51.4% | 62,180 | 13.0% |
| Honda CR-Z | 1,557 | -14.4% | n/a | 7,046 | n/a |
| Honda Insight | 1,435 | -45.7% | -25.0% | 10,137 | 15.6% |
| Ford Fusion | 1,256 | -2.3% | -49.5% | 6,355 | -20.5% |
| Ford Escape | 1,118 | 4.5% | -14.1% | 4,698 | -3.4% |
| Lexus RX450h | 610 | -47.7% | -55.1% | 5,126 | -10.7% |
| Toyota Camry | 592 | -46.7% | -59.3% | 4,922 | -23.6% |
| Linc. MKZ Hybrid | 561 | 11.5% | n/a | 2,444 | n/a |
| Altima | 499 | 49.4% | 2,109 | -40.9% | |
| Lexus CT 200h | 454 | -48.1% | n/a | 3,528 | n/a |
| Honda Civic | 268 | 121.5% | -62.6% | 2,015 | -19.9% |
| Lexus HS 250h | 220 | -21.1% | -83.8% | 1,198 | -79.7% |
| Toy. Highlander | 149 | -60.8% | -78.2% | 2,722 | -4.0% |
| Porsche Cayenne | 114 | 6.5% | n/a | 688 | n/a |
| Cad. Escalade | 89 | -23.9% | -32.1% | 518 | -8.5% |
| Chevy Silverado | 89 | -13.6% | -70.2% | 525 | -17.3% |
| GMC Yukon | 77 | -19.8% | -60.1% | 366 | -40.4% |
| Chevy Tahoe | 63 | 0.0% | -73.9% | 307 | -58.8% |
| Mercedes S400 | 49 | 53.1% | -51.5% | 156 | -66.2% |
| VW Touareg Hybrid | 40 | -23.1% | n/a | 261 | n/a |
| BMW Hybrid 7 | 38 | 18.8% | 442.9% | 175 | n/a |
| Infiniti M35h | 36 | -14.3 | n/a | 78 | n/a |
| Mazda Tribute | 35 | -5.4% | -42.6% | 179 | -31.9% |
| GMC Sierra | 22 | 37.5% | -42.1% | 105 | -57.3% |
| Lexus GS450h | 18 | -37.9% | -52.6% | 123 | -21.7% |
| BMW X6 | 3 | 50.0% | -75.0% | 24 | -75.3% |
| Chevy Malibu Hybrid | 2 | n/a | -95.1% | 2 | -99.4% |
| Lexus LS600hL | 1 | -90.0% | -87.5% | 35 | -27.1% |
| Mercedes ML450 | 0 | -100.0% | -100.0% | 1 | -99.8 |
| All hybrids | 16,319 | -34.2% | -42.1% | 118,093 | 8.1 |
| All vehicles | 1,057,826 | -8.4% | -3.9% | 5,260,999 | 13.9% |
May 2011 Plug-in Electric Car Sales Numbers
Plug-in cars sold in the US (May 2011): 1,631
Plug-in Take-Rate: 0.15%
US plug-in electric sales for May 2011
| Model | Units | vs. last month | vs. May 2010 | CYTD | vs. CYTD 2010 |
|---|---|---|---|---|---|
| Nissan LEAF | 1,142 | 99.3% | n/a | 2,167 | n/a |
| Chevrolet Volt | 481 | -2.4% | n/a | 2,184 | n/a |
| Smart ED | 8 | -70.4% | n/a | 87 | n/a |
| All plug-in cars | 1,631 | 344.4% | n/a | 4,438 | n/a |
| All vehicles | 1,057,826 | -8.4% | -3.9% | 5,260,000 | 13.9% |
May 2011 Clean Diesel Car Sales Numbers
Clean Diesels sold in the US (May 2011): 9,138
Diesel Take-Rate: 0.79%
US clean diesel sales for May 2011
| Model | Units | vs. last month | vs. May 2010 | CYTD | vs. CYTD 2010 |
|---|---|---|---|---|---|
| VW Jetta | 5,409 | -2.8% | 24.4% | 22,069 | 41.2% |
| Volkswagen Golf | 977 | 2.0% | 63.4% | 4,025 | 86.3% |
| BMW X5 | 506 | 15.0% | -18.3% | 2,681 | -17.7% |
| Mercedes GL320 | 446 | 4.2% | 43.4% | 1,960 | 62.4% |
| Audi A3 | 365 | 0.3% | 54.0% | 1,633 | 26.9 |
| Audi Q7 | 340 | -8.8% | 55.3% | 1,739 | 65.0% |
| VW Touareg | 308 | 16.7% | 158.8% | 1,120 | 37.8% |
| Mercedes E320 | 270 | 9.8% | 5,300.0% | 1,148 | 2,633.3% |
| BMW 335d | 265 | 17.8% | 28.0% | 1,231 | 3.6% |
| Mercedes ML320 | 259 | 7.9% | 17.7% | 1,270 | 61.8% |
| Mercedes R320 | 172 | 391.4% | 1,128.6% | 344 | 123.4% |
| Jeep Gr Cherokee | - | n/a | 100.0% | 152 | -66.3% |
| All clean diesels | 9,317 | 2.0% | 33.8% | 39,372 | 40.5% |
| All vehicles | 1,057,826 | -8.4% | -3.9% | 5,260,999 | 13.9% |
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