Our review of Canadian auto sales in 2014. Yes it was an epic year for auto sales.

1. by
Strada IQ
January 2015
CANADIAN SALES
2014

2. Outstanding
We could use a dictionary of
superlatives.
Its been an outstanding,
remarkable, record breaking
2014.
Think about it 1.85 million
new vehicles were sold in
Canada…its huge, its never
been done before.

3. THE STRONG NUMBERS
Product:
Whoever offered new product that inspired the market had an easier task to
generate an increase in sales.
In many instances the new product was the increase driver for manufacturers.
It remains a product driven business.
The up front narrative:
Our sales increased by xx in 2014, we are now the most aaa in Canada.
The back story narrative:
If we did not have xyz model in 2014 we would have had a decrease in sales.

4. The Money
The terms are not out of
control as some would like
you to believe.
It remains astutely below the
70% mark.
Be assured “big data” plays a
key role in balancing the
promotions, the terms, the
rate, the risk.
$500./month remains the
constant magic number.
Chart by JD Power PIN

5. Who is Ahead in 2014
Porsche: + 34%
Nissan: + 27%
Land Rover: + 22%
Audi: + 20%
Jaguar: + 16%
Infiniti: + 15%
Subaru: + 14%
Chrysler: + 12%
Lexus: + 10%
Mercedes-Benz: + 9%

6. Who is Behind
Mini: - 10%
Volvo: - 4%
Kia: - 3%
Sales in 2014 were 6%
ahead of 2013.
Several Manufacturers were
not ahead by 6%.
Notably:
Hyundai, Mazda, BMW,
Toyota, VW,

7. Who is Rattling
Some models have persisted
on “disrupting” the
established order.
Jeep Cherokee….22,529
Nissan Micra…......7,815
M-B CLA…….….…3,851
BMW 4 Series….…3,469
Lincoln MKC……….1,849
Audi A3…………….1,566
Porsche Macan…...1,223

8. • Jetta……………….31,042
• Ford Fusion…..…..18,472
• Honda Accord........16,962
• Toyota Camry……..16,024
• Hyundai Sonata..…13,645
• Chrysler 200…..…..11,655
• Nissan Altima…..…9,475
• Chevy Malibu……..8,246
The Jetta what can you say.
• Honda Civic……..66,057
• Hyundai Elantra…50,420
• Toyota Corolla…..48,881
• Mazda 3……....….40,974
The Civic is a constant, with the Elantra
and Corolla trading paint.
All Figures from Automotive News
SOME NUMBERS
2014
Compact Mid Size Sedans

9. • Ford F Series….....126,277
• Ram…………….……88,521
• GMC Sierra…..……..48,046
• Chevy Silverado……41,957
We know that the F Series is
always on top with Ram
motivating GM pickups in the
second half..
• Ford Escape……….52,198
• Honda CR-V……….37,684
• Toyota RAV4……….36,639
• Hyundai Santa Fe…32,474
• Chrysler Journey…..24,715
• Chevy Equinox….....19,559
As usual Escape is ahead, with a
surge by the CR-V which is
trading paint with the RAV4.
SOME NUMBERS – 1
2014
CUV/SUV Pick Up

10. • Lexus RX…………………7,913
• Audi Q5……………………7,862
• Acura RDX…………….….6,557
• Acura MDX…….….…...…6,272
• M-B GLK…………..………5,599
• M-B M Class………….…..5,532
• BMW X5…………………..5,470
• BMW X3…………....…..…5,219
• Cadillac SRX…… .........…4,134
• Infiniti QX60………….....…3,613
• Buick Enclave…….….……3,528
• BMW X1……………….……2,735
• Lincoln MKX……………....2,702
• Range Rover Sport….……2,580
The gun fight persists in the corral.
• BMW 3 Series….…10,086
• M-B C Class……..…7,054
• Audi A4………......…5,850
• Lexus IS……...……..3,945
• Cadillac ATS……...…3,714
• Acura TL…………….3,497
• Infiniti Q50………...…3,242
• Lincoln MKZ………...1,445
• CTS………………….1,076
The IS - ATS – TL- Q50 impressive!
SOME NUMBERS – 2
2014
Entry Luxury Luxury SUV/CUV

11. • Lamborghini…..……..112
• Maserati………..….….468
• Ferrari………….….…..309
• Panamera…..…..…….375
• GT-R………………..…125
• R8……………..…..….116
• Rolls-Royce……..…….81
• Bentley…………....….158
• Tesla Model S……..…600
• Volt…………...……..1,521
• Leaf………….…..….1,085
• Mustang…………….5,605
• Camaro……………..2,880
• Challenger……...….1,623
Halo cars that keep the auto media
buzzing. With the Mustang up front.
SOME NUMBERS – 3
2014
Pony Cars Did You Know

12. Certified Pre Owned
Its a booming segment.
The CPO “meisters” are
increasing their sales on a
yearly basis.
CPO will continue to expand
with increased lease
penetration, and remarketing
to control residual risks.

13. 0
50
100
150
200
250
2012 2013 2014
Sedans vs Utility
Sedan CUV/SUV
The Shift
In the past 3 years we are
observing an ongoing shift
from sedans to SUV/CUV.
Consumers are migrating
from sedan to utility vehicles.
Based on the sedans and SUV/CUV that we
follow figures in 000’s

14. MANUFACTURERS IN 2014
OUR THOUGHTS
• Audi: (+20%) Superior performance controlling sales of A3 and A4
• Acura: (+3%) On the strength of the MDX – RDX – TL
• BMW: (+4%) A challenging year lost the MerBimAu race to Mercedes
• Chrysler: (+12%) Epic performance in 2014…what can you say.
• Ford: (+3%) # 1 in 2014, by a sliver
• GM: (+6%) # 3 in Canada, its embarrassing
• Honda: (+5%) The Civic at # 1 holding their position with gains by CR-V

15. MANUFACTURERS IN 2014 - 1
OUR THOUGHTS
• Hyundai: (+1%) Feeling the competition, Santa Fe keeps them ahead
• Infiniti: (+15%) Strong with Q50 and QX60 and a dab of QX50
• Jaguar: (+16%) The F Type captured the imagination
• Kia: (-3%) Still begs the question “What is going on?”
• Land Rover: (+22%) The Sport…strong assisted by the LR2
• Lexus: (+10%) The IS impressive and the RX as usual
• Mazda: (+0%) The CX5 saves the day for another year.

16. MANUFACTURERS IN 2014 - 2
OUR THOUGHTS
• Mercedes-Benz: (+9%) Got # 1 from BMW, CLA is disrupting, S Class on fire.
• Mini: (-11%) Specialty cars are fickle, too many variations.
• Mitsubishi: (+8%) The Mirage saves the day.
• Nissan: (+27%) The Micra and Rogue did the heavy lifting…huge improvement.
• Porsche: (+34%) The Macan drives the increase, with back up from the 911.
• smart: (+14%) The slide stopped.
• Subaru: (+19%) The momentum endures, Forrester, Outback, Legacy

17. MANUFACTURERS IN 2014 - 3
OUR THOUGHTS
• Toyota: (+2%) Stays in the game with Highlander, RAV4.
• Volkswagen: (+5%) Tiguan does the trick
• Volvo: (-4%) What else is there to say?
• Sales in Canada were up 6% for the year.
• Free flowing money empowered everyone.
• The model further migrated from ownership to mobility.
• GM persists in leaving pockets of vacuum filled by other.
• An OUTSTANDING 2014.

18. OUR THOUGHTS
ON 2015
• Alberta is the 3rd largest market in Canada, need we say more.
• New models as usual will provide an advantage.
• Free flowing money will endure, assisted by programs, incentives.
• Leasing will increase.
• The value of the CDN dollar will recalibrate strategies and tactics.
• The Canadian consumer will further gravitate to the “mobility” model.
• Expect a strong 1st quarter to generate “blinks”.
• For many it will be an epic challenge to match 2014.
Thank You