Chevrolet Sonic Sales Decrease 11.7 Percent To 2,721 Units In November 2017

Chevrolet Sonic sales decreased in the United States and in Canada in November 2017.

Chevrolet Sonic Sales - November 2017 - United States

In the United States, Chevrolet Sonic deliveries totaled 2,721 units in November 2017, a decrease of about 12 percent compared to 3,082 units sold in November 2016. The results represent the Sonic's lowest November sales results ever.

In the first eleven months of the year, Sonic sales decreased about 42 percent to 28,344 units.

Chevrolet Sonic Sales - November 2017 - Canada

In Canada, Chevrolet Sonic deliveries totaled 331 units in November 2017, a decrease of about 4 percent compared to 345 units sold in November 2016. The results represent the Sonic's lowest November sales results since 2014.

In the first eleven months of the year, Sonic sales increased about 4 percent to 4,176 units.

The GM Authority Take

Sonic sales continued their downward spiral in November, a circumstance that has been taking place during the entire 2017. The November sales performance puts it sixth place out of eight by sales volume, behind the Nissan Versa in first, Hyundai Accent in second, Ford Fiesta in third (see Ford Fiesta sales), Honda Fit in fourth and the Toyota Yaris in fifth, but only 30 units ahead of the Sonic. The Chevy outsold the Kia Rio and Mitsubishi Mirage. It’s worth noting that the 11.7 percent decrease in Sonic sales was less than the segment average of 18.65 percent.

Despite there being a significant amount of headlines stating that the subcompact car space is dead thanks to the ongoing shift in consumer buying dynamics that favors crossover utility vehicles (CUVs) over passenger cars, the numbers don’t support that theory – with four of the segment’s eight contenders posting sales upticks during November.

We attribute the Sonic’s notably steep sales slump to the following factors:

1. The lack of marketing support by GM/Chevrolet for what is still a rather new nameplate in the segment
2. Lack of motivation for dealers to move the current model from GM
3. GM’s strategy of decreasing sales to daily rental fleets, which was a popular channel for Sonic volume
4. A good product that appears to have lost its competitive edge with the 2017 facelift; prior to the update, the Sonic enjoyed a unique position in its segment due to its unique headlamps and character

As such, a contracting subcompact car segment is not to blame for the plunge in Sonic sales volume, but rather a poor execution of various strategic factors related to product, sales and go-to-market strategies.

Sales Numbers - Subcompact Mainstream Cars - November 2017 - United States

The mainstream subcompact car segment contracted about 19 percent in November and roughly the same amount in the first 11 months of 2017.

About Chevrolet Sonic

The Chevrolet Sonic is a subcompact family of vehicles that include a four-door sedan and five-door hatchback. Having replaced the Aveo in the Chevrolet lineup, the Sonic is currently Chevrolet’s second-smallest car, slotting above the Chevrolet Spark city car but below the compact Chevrolet Cruze, midsize Chevrolet Malibu and full-size Chevrolet Impala.

The current model was introduced for the 2012 model year and represents the first generation of the Sonic nameplate. The model rides on the GM Gamma platform shared with the Chevrolet Trax and Buick Encore.

The 2018 Chevy Sonic represents the sixth model year of the first-generation Sonic. The model was given a midcycle refresh for the 2017 model year. The vehicle remains highly competitive in its segment and the 2018 model year brings a handful of changes, including a new exterior color, a change to the Sun and Sound Package, and the standardization of the seven-inch diagonal color touchscreen.

For the U.S. and Canadian markets, the 2018 Chevy Sonic sedan and hatchback are assembled by GM U.S.A. at the GM Lake Orion plant in Orion Township, Michigan, USA.

About The Numbers

• All percent change figures compared to Chevrolet Sonic November 2016 sales
• In the United States, there were 25 selling days in November 2017 and 25 selling days in November 2016
• In Canada, there were 26 selling days in November 2017 and 26 selling days in November 2016