The DoneDeal Motor Industry Review An analysis of trends in the Irish car sales market for 2018 sponsored by
Petrol s High-Octane Year Diesel dips to lowest market share in a decade. 2018 was the year that Petrol made its comeback. Following years of decreased interest, higher fuel tax and public preference for Diesel, Petrol made considerable gains over the last twelve months. Year-on-year, new Petrol car sales grew by close to 20% to a total of 48,309 units or 38% of the entire market. Diesel sales, which in 2012 accounted for 74% of the new car market are now responsible for just 54%. For every hundred new cars rolling off the nation s forecourts, seven are either Electric or Hybrid vehicles, an all-time high for the new engine technology. Petrol s resurgence is becoming increasingly evident, mostly at Diesel s expense. For instance, Petrol s 2018 new car sales market share is its largest since 2008 when Petrol sales were responsible for 41% of the market. The total Petrol car units sold in 2018 is also the largest volume of Petrol car sales in Ireland since 2008, after which, new motor taxation combined with the 8 cent petrol excise duty saw preference switch decidedly to Diesel. In the used car market, Volkswagen continues to lead the way as the most popular car make with a total of 87,992 Volkswagen s changing hands during 2018. Toyota (73,834) and Ford (71,882) were next best with Nissan and Audi rounding out the top five. During 2018, over 75,000 used Diesel s were imported to Ireland that s a 99% increase on the figure from 2015. Of the total volume of imported cars, Diesel now makes up 85% of the market with petrol a distant second at 14% and Hybrid/Electric at just 1%. On the other side of the scale, Hybrid car ads skyrocketed 88% year-on-year. Electric listings rose by 18% during the same period while just over 2 million Electric car searches took place on DoneDeal in 2018, compared to 975,000 for the same period last year a rise of 110%. As part of this report, we also conducted depreciation analysis on used cars to identify, which retained their value the most from when they were new in 2015. The Skoda Octavia emerged on top for the second time running, with an average depreciation of 22% since 2015. Next best was the Volkswagen Golf (27%), followed by the Ford Focus (36%). Of the 70 million+ car searches that took place on DoneDeal in 2018 a clear trend is emerging. As mentioned, Electric car searches are up 110% The Motor Industry Review for 2018 2
Market Survey year-on-year, Hybrid searches have grown by 83% while Diesel searches are down 14% in the same period. This decline is a reflection in consumer search behaviour, but what must be pointed out is that Diesel is still the most searched for engine type, albeit with a steady incremental decline in year-on-year searches and new car sales. The dip in Diesel is becoming clearly evident while Petrol s popularity has grown to a decade long high. As part of this report, DoneDeal surveyd over 1,000 motor market participants, asking them about their sense of the market as a whole and their own intentions. Below are some of the headline results. When purchasing a new car, what finance will you use? What type of engine are you most interested in buying? When purchasing your next car, will you? 60% 55% 60% 55% 60% 55% 59.8% 50% 50% 52.1% 50% 45% 45% 45% 40% 35% 41.5% 40% 35% 40% 35% 30% 33.5% 30% 30% 25% 25% 25% 20% 15% 20% 15% 22.6% 19.2% 20% 15% 20.9% 19.3% 10% 5% 13.0% 9.2% 2.7% 10% 5% 6.1% 10% 5% Pay with cash PCP Finance Hire Purchase Bank/Credit Union Loan Friend/ Family Loan Petrol Diesel Electric Hybrid Trade-in your old vehicle Privately Sell your old vehicle Not Applicable Cash is King Diesel Dominates Trade-in Nearly half of all respondents indicated they would pay with cash when purchasing their next car, while 1 in 3 will now opt for a bank or credit union loan. More than half of people surveyed favour purchasing a diesel engine, however, this is a 10% decrease when compared with our June 2018 survey. Nearly 6 out of 10 of respondents said they will tradein their car when purchasing their next vehicle, while 1 in 3 will opt to privately sell their old vehicle. 3 The Motor Industry Review for 2018 The Motor Industry Review for 2018 4
Car Registra ons by County Top 10 Manufacturers Units registered and Y-o-Y (%) difference 2018 DL 2,599-11.69% Number of new car registra ons in 2018 by make RANK MAKE 2018 UNITS MKT SHARE YR CHANGE 1. Volkswagen 13,775 10.97-0.4% KY 2,660-5.67% MO 2,168-4.79% CE 2,667-2.27% SO 1,085-5.41% G 4,759-3.31% C 15,223-7.85% L 4,311-4.05% RN 1,050-12.57% LM 484-12.16% LD 599-6.55% OY 1,540-1.09% T 3,325-6.6% W 3,289-4.5% CN 1,251-15.81% WH 1,786-5.4 LS 1,508-1.24% KK 2,340-2.78% MN 995-5.42% MH 3,707-4.95% KE 5,301 0.44% CW 1,546 0.32% LH 2,796 0.79% WX 3,174 3.42% D 52,671-3.95% WW 2,723-1.63% 2. 3. 4. 5. 6. 7. 8. 9. 10. Toyota Hyundai Ford Nissan Skoda Kia Renault Peugeot Audi 12,037 11,633 11,288 9,701 9,116 7,326 7,176 5,596 4,919 9.59 9.27 8.99 7.73 7.26 5.83 5.72 4.46 3.92-5.1% -2.4% -7.8% -6.3% 1.0% 2.72% -13.8% 43.89% -11.27% Car Registrations by County Every county with the exceptions of Carlow, Kildare, Louth and Wexford have experienced negative growth in new car registrations so far this year. 5 The Motor Industry Review for 2018 ource: SIMI The Motor Industry Review for 2018 6
Used car transfers Value retention of used vehicles 2017 664,253-3.6% Variance *Source NVF Data 2017 vs 2018 2018 640,326 Of the most searched cars in 2018 - which retained their value the best from when they were new in 2015? Škoda Octavia Volkswagen Golf Ford Focus Audi A4 BMW 5 Series Year-on-Year % change in searches by Fuel Type (2017 vs 2018) Avg Price 2018 13,589 Avg Depreciation -22% Avg Price 2018 14,497 Avg Depreciation -27% Avg Price 2018 12,740 Avg Depreciation -36% Avg Price 2018 16,776 Avg Depreciation -52% Avg Price 2018 23,213 Avg Depreciation -53% -13.92% Diesel 109.98% Electric 83.32% Hybrid 1.44% Petrol 75,425 used Diesel s were imported into Ireland during 2018 a 99% increase on 2015 *Soucre: SIMI Car Fuel Types 2018 Number of second hand Electric car listings by make Nissan Renault BMW Hyundai Tesla No. of listings 486 107 39 42 15 580 112 58 26 22 11,467 17,064 23,866 24,440 67,793 Avg List Price MAKE 2017 2018 2017 2018 13,762 12,094 25,371 26,371 62,657 Number of second hand Hybrid car listings by make Toyota Lexus Honda Mitsubishi 69 Mercedes No. of listings 2,147 1,002 761 157 4,735 1,242 1,158 409 251 15,047 22,477 7,725 27,730 27,268 Avg List Price MAKE 2017 2018 2017 2018 17,500 21,815 7,045 20,337 26,714 New Cars % of searches on DoneDeal Imported Cars 55% Diesel 71% Diesel 85% Diesel 44% Petrol 22% Petrol 14% Petrol 1% Electric/Hybrid 7% Electric/Hybrid 1% Electric/Hybrid Number of second hand car listings by fuel type Diesel car engines make up over 60% of all used car listings on DoneDeal. Hybrid listings however have risen from a 0.4% market share in 2017 to nearly 1.5% in 2018. DIESEL ELECTRIC HYBRID PETROL No. of Listings No. of Listings No. of Listings No. of Listings 626,660 977 9,211 230,311 Avg list Price Avg list Price Avg list Price Avg list Price 15,414 +14% YOY 17,825 +19% YOY 17,817 +12% YOY 8,109 +39% YOY 7 The Motor Industry Review for 2018 The Motor Industry Review for 2018 8
DoneDeal Snapshot of Irish Motor Landscape Year-on-year market share and annual change (%) 2018 MAKE H1 2017 H2 2017 2017 H1 2018 H2 2018 2018 % CHANGE MAKE MODEL 2017 UNITS % SHARE 2018 UNITS % SHARE % CHANGE TOP 30 USED CAR 1 Volkswagen 47,986 42,666 90,652 46,742 41,250 87,992-3% 2 Toyota 41,022 35,605 76,627 39,692 34,142 73,834-4% 3 Ford 40,120 34,520 74,640 38,251 33,631 71,882-4% 4 Nissan 23,902 19,705 43,607 22,408 18,530 40,938-6% 5 Audi 20,141 17,910 38,051 19,912 17,802 37,714-1% 6 BMW 19,850 17,315 37,165 18,908 17,263 36,171-3% 7 Opel 20,387 16,813 37,200 18,225 15,560 33,785-9% 8 Renault 17,013 14,076 31,089 15,376 13,224 28,600-8% TOP 15 NEW REGISTRATIONS 1 Hyundai Tucson 4,892 3.7% 4,026 3.2% -17.7% 2 Nissan Qashqai 4,196 3.2% 4,004 3.2% -4.58% 3 Ford Focus 3,850 2.9% 3,777 3.0% -1.9% 4 Volkswagen Golf 4,321 3.3% 3,760 3.0% -12.98% 5 Skoda Octavia 3,980 3.0% 3,357 2.7% -15.65% 6 Kia Sportage 3,066 2.3% 2,875 2.3% -6.23% 7 Volkswagen Tiguan 2,480 1.9% 2,875 2.3% 15.93% 8 Toyota Yaris 2,881 2.2% 2,855 2.3% -0.9% 9 Hyundai 13,768 12,045 25,813 14,905 12,902 27,807 8% 9 Ford Fiesta 3,217 2.5% 2,724 2.2% -15.32% 10 Peugeot 15,866 13,405 29,271 13,616 11,740 25,356-13% 10 Toyota C-Hr 1,966 1.5% 2,505 2.0% 27.42% 11 Skoda 10,560 9,090 19,650 11,200 10,017 21,217 8% 11 Volkswagen Polo 2,037 1.55% 2,268 1.81% 11.34% 12 Mercedes-benz 10,918 8,978 19,896 10,307 9,054 19,361-3% 12 Nissan Micra 1,671 1.27% 2,186 1.74% 30.82% 13 Honda 8,721 7,604 16,325 8,092 6,933 15,025-8% 13 Peugeot 3008 1,124 0.86% 2,142 1.71% 90.57% 14 Kia 6,157 5,460 11,617 7,027 6,237 13,264 14% 14 Toyota Auris 1,885 1.44% 2,122 1.69% 12.57% 15 Vauxhall 6,552 6,244 12,796 6,422 5,898 12,320-4% 15 Toyota Corolla 2,790 2.12% 1,988 1.58% -28.75% 16 Mazda 6,898 5,713 12,611 6,339 5,593 11,932-5% 17 Citroen 6,536 5,869 12,405 6,285 5,478 11,763-5% 18 Seat 6,567 5,531 12,098 6,182 5,415 11,597-4% 19 Volvo 4,832 4,566 9,398 4,981 4,510 9,491 1% 20 Fiat 4,860 4,061 8,921 3,971 3,444 7,415-17% 21 Suzuki 3,702 3,415 7,117 3,785 3,521 7,306 3% 22 Mitsubishi 3,281 2,656 5,937 2,880 2,590 5,470-8% 23 Mini 2,546 2,423 4,969 2,641 2,564 5,205 5% 24 Lexus 2,583 2,332 4,915 2,756 2,321 5,077 3% 25 Landrover 1,563 1,432 2,995 1,594 1,376 2,970-1% 26 Saab 1,860 1,615 3,475 1,558 1,353 2,911-16% 27 Dacia 1,160 971 2,131 1,501 1,343 2,844 33% 28 Chevrolet 1,194 1,017 2,211 1,128 998 2,126-4% 29 Jaguar 921 857 1,778 975 899 1,874 5% 30 Subaru 946 927 1,873 862 775 1,637-13% TOP 15 USED IMPORTS MAKE MODEL 2017 UNITS % SHARE 2018 UNITS % SHARE % CHANGE 1 Volkswagen Golf 5,837 6.25% 5,712 5.67-2.14% 2 Ford Focus 6,282 6.72% 5,474 5.43-12.86% 3 Bmw 5 Series 2,433 2.6% 3,308 3.28 35.96% 4 Nissan Qashqai 2,920 3.12% 3,252 3.23 11.37% 5 Volkswagen Passat Saloon 2,948 3.15% 2,809 2.79-4.72% 6 Audi A4 2,907 3.11% 2,792 2.77-3.96% 7 Mercedes-Benz E Class 2,047 2.19% 2,560 2.54 25.06% 8 Hyundai I30 2,373 2.54% 2,528 2.51 6.53% 9 Audi A6 2,258 2.42% 2,283 2.27 1.11% 10 BMW 3 Series 1,797 1.92% 2,230 2.21 24.1% 11 Mercedes-Benz C Class 1,508 1.61% 2,155 2.14 42.9% 12 Ford Fiesta 1,952 2.09% 1,958 1.94 0.31% 13 Toyota Auris 1,766 1.89% 1,718 1.71-2.72% 14 Skoda Octavia 1,379 1.48% 1,628 1.62 18.06% 15 Opel Insignia 1,980 2.12% 1,592 1.58-19.6% 9 The Motor Industry Review for 2018 The Motor Industry Review for 2018 10
Longford Meath Louth 2018 New Cars: 599 2018 % Share: 0.75% Year-on-year change: -6.55% 2018 New Cars: 3,707 2018 % Share: 4.65% Year-on-year change: -4.95% 2018 New Cars: 2,796 2018 % Share: 3.51% Year-on-year change: 0.79% Westmeath Dublin 2018 New Cars: 1,786 2018 % Share: 2.24% Year-on-year change: -5.4% 2018 New Cars: 52,671 2018 % Share: 66.09% Year-on-year change: -3.95% Offaly Kildare Leinster 2018 New Cars: 1,540 2018 % Share: 1.93% Year-on-year change: -1.09% 2018 New Cars: 5,301 2018 % Share: 6.65% Year-on-year change: 0.44% Laois Wicklow 54% of all cars advertised in Leinster were in Dublin 2018 New Cars: 1,508 2018 % Share: 1.89% Year-on-year change: -1.24% Kilkenny Carlow 2018 New Cars: 2,723 2018 % Share: 3.42% Year-on-year change: -1.63% Wexford 2018 New Cars: 2,340 2018 % Share: 2.94% Year-on-year change: -2.78% 2018 New Cars: 1,546 2018 % Share: 1.94 Year-on-year change: 0.32% 2018 New Cars: 3,174 2018 % Share: 3.98% Year-on-year change: 3.42% VW most popular make in Leinster Used Imports up 12% 7% rise in LCV Sales HCV sales down 2.9% Volkswagen was the top selling car brand in Leinster 55,303 used imports were registered in Leinster in Across Leinster light commercial vehicle sales were Overall sales of heavy commercial vehicles were with an 11% market share. Hyundai (9.10%) and 2018, an 11.63% rise on 2017. up by 6.66% in 2018 when compared to 2017. down 2.89% year-on-year across Leinster. Toyota (8.48%) closed out the top three spots. Ad lis ngs by fuel type Leinster Number of ads posted on DoneDeal by county Carlow Dublin Kildare Kilkenny Laois DIESEL ELECTRIC HYBRID PETROL Longford Louth Meath 193,624 727 6,452 132,381 Offaly Westmeath Wexford Wicklow 0 5K 10K 15K 20K 25K 30K 35K 40K 45K 50K 60K 70K 80K 90K 100K 120K 140K 160K 180K 11 The Motor Industry Review for 2018 The Motor Industry Review for 2018 12
Munster 42% of all cars advertised in Munster were in Cork Clare 2018 New Cars: 2,667 2018 % Share: 8.47% Year-on-year change: -2.27% Limerick 2018 New Cars: 4,311 2018 % Share: 13.71% Year-on-year change: -4.05% Kerry 2018 New Cars: 2,660 2018 % Share: 8.45% Year-on-year change: -5.67% Tipperary 2018 New Cars: 3,325 2018 % Share: 10.56% Year-on-year change: -6.6% Waterford 2018 New Cars: 3,289 2018 % Share: 10.45% Year-on-year change: -4.5% Cork 2018 New Cars: 15,223 2018 % Share: 48.37% Year-on-year change: -7.85% Ford most popular make in Munster Used Imports up 7% 2% rise in LCV sales HCV sales down 2% Ford was the top selling car brand in Munster with a 22.873 used imports were registered in Munster in Across Munster light commercial vehicle sales were up Overall sales of heavy commercial vehicles were down 12.19% market share. Toyota (10.64%) and Volkswagen 2018, a 7.07% rise on 2017. by 2.06% in 2018 when compared to 2017. 2.02% year-on-year across Munster. (10.08%) closed out the top three spots. Ad lis ngs by fuel type Munster Number of ads posted on DoneDeal by county Clare Limerick Kerry DIESEL ELECTRIC HYBRID PETROL Tipperary 193,624 150 2,653 57,110 Cork Waterford 0 5K 10K 15K 20K 25K 30K 35K 40K 45K 50K 55K 60K 65K 13 The Motor Industry Review for 2018 The Motor Industry Review for 2018 14
Connacht/Ulster 30% of all cars advertised in Connacht/Ulster were in Galway Donegal 2018 New Cars: 2,599 2018 % Share: 18.06% Year-on-year change: -11.69% Sligo 2018 New Cars: 1,085 2018 % Share: 7.54% Year-on-year change: -5.41% Mayo 2018 New Cars: 2,168 2018 % Share: 15.06% Year-on-year change: -4.79% Galway 2018 New Cars: 4,759 2018 % Share: 33.07% Year-on-year change: -3.31% Leitrim 2018 New Cars: 484 2018 % Share: 3.36% Year-on-year change: -12.16% Monaghan 2018 New Cars: 995 2018 % Share: 6.91% Year-on-year change: -5.41% Cavan 2018 New Cars: 1,251 2018 % Share: 8.69% Year-on-year change: -15.81% Roscommon 2018 New Cars: 1,050 2018 % Share: 7.3% Year-on-year change: -12.57% Toyota most popular make in Connacht/Ulster Used Imports static 6% rise in LCV Sales HCV sales up 12% Toyota was the top selling car brand in Connacht/Ulster with 22,579 used imports were registered in Connacht/ Across Connacht/Ulster light commercial vehicle sales Overall sales of heavy commercial vehicles were up a 13.43% market share. Volkswagen (12.81%) and Hyundai Ulster in 2018, a 0.13% rise on 2017. were up by 6.02% in 2018 when compared to 2017. 12.04% year-on-year across Connacht/Ulster. (9.69%) closed out the top three spots. Ad lis ngs by fuel type Connacht/Ulster Number of ads posted on DoneDeal by county Donegal Sligo Mayo Galway DIESEL ELECTRIC HYBRID PETROL Leitrim Monaghan 60,128 84 618 26,345 Cavan Roscommon 0 2K 4K 6K 8K 10K 12K 14K 16K 18K 20K 22K 24K 26K 28K 30K 15 The Motor Industry Review for 2018 The Motor Industry Review for 2018 16
Over the last number of years, DoneDeal.ie has collected a vast amount of data on the Irish motor market. Each year hundreds of thousands of motors are advertised on the site. About the Report The goal of the DoneDeal.ie Motor Report is to use the information in this report to help all actors in the motor market make informed decisions about buying and selling. In addition, because it is freely available, the DoneDeal.ie Motor Report can help inform the media, the general public and policymakers about the latest developments in the motor market. Methodology and Sample Size The statistics are based on motors advertised on DoneDeal.ie for a given period in addition to publicly available information about the Irish Motor industry. Disclaimer The goal of the DoneDeal.ie Motor Report is to use the information in this report to help all actors in the motor market make informed decisions about buying and selling. In addition, because it is freely available, the DoneDeal.ie Motor Report can help inform the media, the general public and policymakers about the latest developments in the motor market. Credits Marketing and Communications: Martin Clancy Layout and Design: William Tector 2018 Dealer Performance 279K LEADS TO DEALERS 38% increase from 2017 2.54M SAVED ADS 21% increase from 2017 About DoneDeal.ie DoneDeal.ie is Ireland s largest motor classifieds advertising website with on average one car ad placed every minute. 145M AD VIEWS ON DEALER STOCK 11% increase from 2017 Since joining DoneDeal we have seen a significant increase in leads to our dealerships. The uplift is most definitely attributed to the performance of the site, as well as the the high quality account management we receive -Paul Lyttleton, Director, Barlo Motor Group 17 The Motor Industry Review for 2018 Call 01 5134122 or email motorhelp@donedeal.ie to learn how we can help grow your business
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