Back in May of last year, the Chevy Cruze sold an impressive 22,711 units in the U.S. market. In fact, the month before that, the compact Chevy had the second-highest market share, moving 25,160 units, only 1,738 units behind the first-place Honda Civic. This year, however, Cruze sales tell an entirely different story.
In May of 2012, the Cruze dropped to fourth place among its direct rivals, trailing the Toyota Corolla, Honda Civic, and Ford Focus; what’s perhaps even more concerning is the fact that the Hyundai Elantra has been consistently nipping at the Cruze’s heels:
Compact Sedan Sales - USA - May 2012
| Model | May 2012 | May 2011 | Percent Change | 2012 YTD | |
|---|---|---|---|---|---|
| Honda Civic | 33,490 | 18,341 | 82.60% | 135,082 | |
| Toyota Corolla | 31,847 | 16,985 | 87.50% | 125,079 | |
| Ford Focus | 24,769 | 22,303 | 11.06% | 112,416 | |
| Chevrolet Cruze | 19,613 | 22,711 | -13.64% | 94,901 | |
| Hyundai Elantra | 18,877 | 20,006 | -5.64% | 80,114 | |
| Volkswagen Jetta | 12,962 | 13,713 | -5.48% | 60,921 | |
| Mazda3 | 8,474 | 8,789 | -3.58% | 50,692 |
Coincidentally, the Cruze is the only vehicle in the list to not offer a coupe, hatchback, or wagon variant in the States. Will the upcoming mid-cycle refresh that’s expected for the 2013 model year reverse the Cruze’s slipping sales trend? Let’s discuss in the comments.
Comments
Interesting that the top two are no longer even close to the top in most reviews I’ve seen. People are clearly sold by the thought of running a car without hassle for several hundred thousand miles. It takes a long time to establish that in the market, and apparently quite a while for the perception to dissipate long after the quality and value fall behind.
Hopefully, GM and Ford have learned from this. I think they could speed up the process by bundling a better warranty into the initial sale (a la Hyundai). Instead, the strategy seems to be one of a desire to market to the younger buyer, who does not have a grasp of history. On the other hand, the conservative look and body styles offered by GM appear oriented towards the older buyer and families. Go figure.
Besides the return of the Japanese models in volume versus the tsunami effected numbers last year, Chevy is blowing out The 2012 Malibu before the all new ’13 is introduced in all flavors. The transaction price is in most cases lower for the Malibu than the Cruze right now and the lease payments are almost identical so some Cruze intenders are finding the Malibu a better value when they peruse dealer ads or visit the showroom. I predict that when the 2012 Malibu is gone Cruze sales will rise again.
Yes. The Cruze needs a different variant. I don’t think a coupe will happen. And wagons aren’t very popular here in the states, so I think that a hatchback should come. Also I like the different fog lamps that are on the Korean car a little bit better than current ones. MyLink will probably be available which should greatly help it in sales. But I think that what the Cruze really really needs, is a performance version. A hi-po Cruze might not sell as well as base models, but it would help people want to buy a Cruze. Plus there’s the Civic SI, VW GTI, and the upcoming Focus ST, and they can’t be left alone.
After waiting for GM to make a performance version of the Cruze (which is a WTCC champion for heaven’s sake) or announce some other HiPo four to replace my HHR “SS”, I bought a Honda Civic Si. The Si is a very nice little machine but it’s throttle “hold open” is ridiculous ! I can understand making a standard Civic manual easier for those who can’t drive a standard but the Si is (supposidly) an enthusiaist car ! Heel-Toe downshifts are impossible which has dampened my enthusiaism for the marque considerably ! (“That’s the way they are” is the standard Honda comment followed by “… and no aftermarket ECU’s W/O voiding the warranty” ) !
But it does have a lot of connectivity crap to distract you !!
Right now would have been the ideal time to bolster the Cruze line-up with performance version, but none is coming. Sometimes I wonder what people like Akerson,Reuss, Mary Barra, etc… are thinking ? Do they think that any performance Chevy must have an SS badge? They don’t!! If the vehicle delivers the performance, who cares what it’s called?
The Civic and Corolla, although inferior in nearly aspect to the Cruze, will likely continue to dominate the category because they are cheaper and also have bigger incentives. Makes me laugh, a few short years ago, almighty Toyota proclaimed over and over “We don’t need things like 0% APR to sell our vehicles!” Now look at them?
Agreed. Unless GM somehow feels that it can be more profitable at a lower sales volume by not adding a hi-po variant… Or any other variant for that matter…
First variants are necessary if they want to be in the top three, but I think almost 20k units is still pretty good for a car with no variants and no history, which the Focus, Civic, and Corolla all have.
Sorry guys, got carried away with the Si there !!
I agree that the Cruze has done well with no varients here; it is a very,very good little automobile ! The frustrating part is that in other markets the Cruze is ahead of North America ! If globalization has ANY use which is just the propaganda the big Multinationals keep feeding us, why are the new varients not more ready to go !
And, further frustrating; I have no doubt that the USA will get these other models waaay before we in Canada will !! I don’t know about you but here the Inevitable delay must be to allow those involved to formulate how they are going to explain the 30% price increase ! My ’08 HHR “SS” was nearly $8K more and my new Si was over $6K more !
This seems like a by-product of the bankruptcy, as GM is trying to prove to investors that it’s a highy-profitable company in order to increase the share price and decrease the Treasury’s losses. But I could be completely mistaken.
But actually Jim, I wanted to find out more about what you don’t like about the Si. What year is yours?
Chevy is like Henry Ford, ‘You can have any variant of Cruze as long as it’s a sedan.’ By trying to raise the stock, they are losing sales. Don’t companies keep interest in a model line by adding variants as time goes by? Look at the Mini. Chevy only sells sedans except for the miniature Sonic in this Country! I see plenty of Focus hatchbacks in my area. Go to New England and every other car is a Subaru Outback wagon!
I think people still scared by the Cruze’s recall about blowing up by itself.
There never was a recall, only a few limited incidents of the fire…
I dont think so, it was a story rarely and briefly published by the non motoring press.
because i saw somewhere that the federal is doing an investigation on it though and that’s what I thought why the Cruze has a bad rep now…
Where did you see that?
http://www.insideline.com/chevrolet/cruze/2012/2012-chevrolet-cruze-added-to-federal-inquiry-into-complaints-of-fires.html
Remember way back in the day (1994) when they use to make Convertible Cavaliers lol
Alex,
My Si is a 2012 and it’s not so much I dislike anything as I’m frustrated by the throttle hold open (or blip) that’s built into the ECU: declutch, and if you’re above 2000 rpm the revs go up 500 revs or so and then fall slowly.
The upshifts are not so bad as if you shift quickly they can be done smoothly but braking and downshifting is just at best, irritating, at worst dangerous, (if you’re used to heel & toeing).
I suppose that eventually I’ll learn to drive around it but the Si is touted as Honda’s enthusiast car ! It should be fun and in many ways it delivers – nice gearbox (though I can’t believe that Honda doesn’t have a dual clutch trans), viceless handling, great motor, although the VTEC “HOWL” of the 2.0L has been subdued waaay too much !
I don’t buy the explanation that the wireless throttle is responsible – ‘Vettes and lots of others have had them for years and have no problem. Honda has done this,as do all manufacturers to help make beginning drivers believe they can drive a manual and I haven’t a problem with that in entry level cars but an enthusiast’s should return normally toward 0 revs between shifts. An ECU is not rocket science they could easily do it with a dual setting or an enthusiast ECU but not only do they choose not to but they won’t let us do it either W/O voiding (or threatening to) the warranty.
The lift throttle problem is not unknown and there are ECU’s out there to remedy the problem, so WHY not let us do it, or better still cash in on it, instead of creating an unhappy customer who will drive his dealer crazy until he gets what Honda markets the Si as…
Like I said 190hp and I’d have a Cruze. A Cruze wagon with 190hp and I might have two. Wait, we would have two, both a Sedan and Wagon with 190hp. Then there are those that would like a Cruze SS with 220-260 hp or more. They might like that in a HotHatch, Sedan, Wagon, or for crying out loud a Coupe. Just one car GM, sell just one car that hits all the bases.
Agree with Babersher…
One thing helping to hold back Cruze acceptance is the continued, biased reviews of them made by Consumer Reports. They recently tested a 2012 Cruze Eco automatic and got mileage far worse than anything I’ve experienced after owning one for 8 months. The overall performance score was quite high, but even so, their verbiage in the write up was quite negative. This is typical for how they have viewed most GM products for years, even recent offerings. In addition, they report a much below reliability record, something that is not borne out in other publications.
People do read and depend upon Consumer Reports, and this might be a factor.
Yes, remember the Pontiac Vibe and Toyota Matrix, two identical cars, the engine, chassis, and interior all the same, but CR rated the Vibe much lower than the Matrix in quality and reliability, so yes CR and many others are biased against GM which I think is because the current reviewers are the generation that drove Detroit’s 80s cars and while I wasnt there I have heard were the worst ever and then the same generation of those current reviewers drove 90s Japanese cars, which I think was the height of the Japanese Auto Industry.
That said, the influence of CR is still very limited and other than a few people who live by CR, most people do not base their car purchase on one magazine and the most influential thing to car purchasers is what they are told by people who own a car they might be interested in buying, and since from what I have seen, Cruze owners are much more enthusiastic about their car than say a corolla owner, and are more inclined to tell people how much they love it, and since many people still falsely believe that buying American supports American jobs, many Americans are slighgly biased toward buying American which should cover up any slightly negative reviews compared to the japanese competition by magazines such as CR.
So while CR may play a minor role in the decline of Cruze sails, I think the reasons we have stated above are much more prominent.
Barbersher- Good point with the Vibe. As for supporting American jobs, while true that many manufacturers now build here, certainly buying a Cruze helps keep a bunch of people in Ohio on the payroll. And then they spend that money on local products and in local stores, so there often is still some merit to the “buy American” viewpoint, at least for the Cruze. Of course, Honda has been helping that region by making cars there for 30 years.
Many, many folks in my age range (let’s just say 50+) do indeed adhere closely to CU recommendations and will not even give the Cruze or other GM products a look. Ever! Sad, but true.
On the “Buy American” , I wont delve into this at length because its already been debated too much, but I will say that while “Buy American” has slight merit in special circumstance like the Cruze supports Ohio assembly line workers, it also supports Chinese suppliers and God knows who else, but by no means does “Buy American” mean that buying a car with a GM or Ford(the only two major american automakers, Fiat owned Chrysler division doesnt count) badge support American jobs automatically.
I have found CR too be accurate, informative, and reliable when it comes to many things they review other than cars, so theres nothing wrong with using it, but when you find them criticizing an American branded car, just do some extra research to make sure their claims arnt unfounded.
GM finally offered up a competitive offering with the Cruze, but I’ve been baffled as to why there is no coupe when the coupe made up such a high percentage of Cobalt sales. It makes even less sense that they have been dragging their feet on bringing the diesel engine to the States, it’s been almost two years since they announced it was coming. Also, why no hatch or wagon when the tooling already exsist? Most of all, they need a high performance version. GM should not give a single reason to not consider a Cruze. Dominate by offering every possible variant.
Another angle………look just above the Cruze on the sales chart….Focus. Sales are up and gaining momentum. Soon there will be the Focus ST, with 230-250HP, upgraded brakes, avail. Recaros, etc… all for about $26-28K. Exactly where this type of car should be. Meanwhile, GM has all the engines, suspension pcs., brakes, seats,etc..and the engineering know how to build a performance Cruze, but does nothing but make excuses.
Also, I hope they are’nt planning a performance “Verano GS” for $31K? Waste of time, not what the market is looking for.
That is so spot on, that it’s a bit sad. 🙁
LFX & Alex,
It is worse than that; they have HiPo Cruzes elsewhere in the world, just won’t bring ’em here !
The Focus ST will have 270 plus HP but like GM, Ford keeps pushing back its release.
I’d be happy if the Verano HAD any performance, very nice little package without any power : how do you spell g-u-t-l-e-s-s- ? Even the Regal GS needs MORE POWER ! A Hyundai/Kia sedan has 400 plus for heavens sake !
They have high-performance Cruzen elsewhere in the world — from the factory? Really? Where?
PS: Holden Cruze SRi doesn’t count 🙂
links?
Said it before and will say it over and over.
Like I said 190hp and I’d have a Cruze. A Cruze wagon with 190hp and I might have two. Wait, we would have two, both a Sedan and Wagon with 190hp. Then there are those that would like a Cruze SS with 220-260 hp or more. They might like that in a HotHatch, Sedan, Wagon, or for crying out loud a Coupe. Just one car GM, sell just one car that hits all the bases.
Toyota and Honda both have incentives on the Corolla and Civic and that is partly to blame, plus the sheep who still think Honda makes good cars (spoiler: they don’t); the Corolla is due for replacement anyway so I’m willing to be a good chunk of those sales are to fleets. I find it hilarious that the Nissan Sentra isn’t even listed here.