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In July, US auto sales fell to 1,136,539 units—13 percent below July 2007. Although hybrids fared better than most vehicles, their performance wasn’t stellar. The underlying issue is that hybrids are not big money-makers for most automakers, so there’s little incentive to ramp up production substantially.
As gasoline prices climbed and economic conditions worsened, those in the market for new vehicles were thinking about fuel efficiency. This should have fueled hybrid sales growth, but instead every hybrid model saw sales declines, due largely to an ill-timed drop in the supply of hybrids.
May hybrid sales were a mystery. Gas prices soared, so you would expect the most fuel-efficient vehicles to be selling at record numbers. Instead, May 2008 hybrid sales fell by nearly 25 percent compared to last year. Didn’t Toyota and the other hybrid makers see that oil broke past $100 per barrel on the first business day of the year?
The overall vehicle market went from bad to worse in April. It marked the worst April for car sales since 1995. Yet, brisk hybrid sales showed once again that fuel-efficient gas-electric vehicles are recession-proof. Hybrid sales climbed above 3 percent of the total market for second time ever—the last time was May 2007, also a month when gas prices spiked.
Hybrid sales in March 2008 continued to defy gravity. In an overall vehicle market that shrunk by more than 12 percent compared to a year ago, sales of hybrids grew by more than 10 percent. The gains were not evenly spread. Ford—having abandoned Bill Ford's goal of producing hundreds of thousands of hybrids per year—suffered from not having enough hybrids to meet demand.
Now that Eliot Spitzer is back on the job market, he might consider a new stint as hybrid promotion spokesman. The story of Spitzer cleaning up corruption on Wall Street only to fall prey to his own character weaknesses resembles developments in the hybrid market, which remains flat based on the auto industry's failure to deliver more hybrids just when car buyers are most ready to go green.
January is usually not a big month for car sales. This year, the New Year doldrums hit hybrids as well as the larger car market. Sales of all vehicles—hybrids included—were down by approximately 25 percent compared to December. But if we compare this month to January of last year, a familiar trend emerges: hybrid sales grew by 25 percent while the overall market declined slightly. Could hybrid sales be recession-proof?
The final 2007 hybrid sales numbers have been tallied, and the headline news is that US hybrid sales grew by 38 percent to 350,000 units in a year when total light-duty vehicle sales declined by 2.5 percent.
Reinforcing the common theme for 2007, the hybrid market grew in November while the overall vehicle market remained stagnant. Compared to November 2006, the hybrid market expanded by 80 percent, while the overall car market receded by 2 percent.
