November 2009 Dashboard: 10th Anniverary of US Hybrid Market
For November, we offer an abbreviated version of our Hybrid Market Dashboard. The full dashboard, with geo-based data, will return in December.
The first 19 sales of the original Honda Insight were posted in December 1999. Therefore, November 2009 marks the completion of a full decade of hybrid sales in the United States. Ten years into the market, there are now 1.55 million gas-electric vehicles on US roads, according to our tally.
November 2009 hybrid sales were 2.8 percent of the overall car market, reflecting the technology’s struggle to rise above 3 percent and into the mainstream. Yet, hybrids are well positioned to return to a healthy rate of growth—after being knocked down in the past year, along with the rest of the car market. For the most part, hybrids have fared better than the overall market, although in November, there was a decline of 18.3 percent compared to October. The overall car market saw a smaller decline of 10.8 percent. (Some of the declines can be explained by the fact that there were only 23 selling days in November.)
Still, through November, hybrids are up 21 percent compared to this time last year, while the overall market is essentially flat.
As we embark upon the beginning of the second decade of US hybrids, certain patterns are evident.
Toyota and the Prius continue to dominate. The “take rate” for the Toyota Highlander Hybrid has been consistently at about 10 percent. Toyota will add more hybrid models, and continue to increase the percentage of hybrid sales of mainstream models such as Camry and Highlander.
Ford appears to be on the rise, with great reviews and steady sales for the Ford Fusion Hybrid. In November, the company bypassed Honda to become the country’s second biggest seller of hybrids. Honda, on the other hand, is struggling with its hybrid program. The new Honda Insight was priced too high to truly become “an affordably hybrid for everyone” and never become a contender for Toyota Prius customers. Instead, the Insight is cannibalizing Civic Hybrid sales, which are 50 percent lower for the year compared to 2008. With more small hybrids, such as the Fit Hybrid and CR-Z hybrid, in the works, the company might have a problem with too many small similarly priced hybrid models.
As evidenced by November numbers, mainstream relatively affordable sedans and small SUVs are the consistent hybrid winners. Luxury models, large SUVs and pickups have been non-starters, which is unfortunately for BMW and Mercedes who are finally arriving to the hybrid party with very expensive, large and powerful vehicles. We don’t yet have a hybrid minivan or a subcompact.
Excitement about plug-in hybrids and electric cars will grab headlines in 2010, while sales will be minimal—focused almost exclusively on enthusiast early adopters. Meanwhile, for automakers who offer them, practical and affordable hybrid sedans and small SUVs will experience more significant growth—and start to make real inroads into the mainstream as the overall auto market recovers in 2010.
November 2009 Hybrid Car Sales Numbers
Hybrids sold in the US (November 2009): 20,003
US hybrid sales for November 2009
|Model||Units||vs. last month||vs. November 2008||CYTD||vs. CYTD 2008|
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