Chevrolet Sonic sales decreased in the United States, Canada and South Korea in the second quarter of 2018.
Chevrolet Sonic Sales - Q2 2018 - United States
In the United States, Chevrolet Sonic deliveries totaled 4,582 units in Q2 2018, a decrease of about 56 percent compared to 10,338 units sold in Q2 2017.In the first six months of the year, Sonic sales decreased about 41 percent to 10,565 units.
| MODEL | Q2 2018 / Q2 2017 | Q2 2018 | Q2 2017 | YTD 2018 / YTD 2017 | YTD 2018 | YTD 2017 |
|---|---|---|---|---|---|---|
| SONIC | -55.68% | 4,582 | 10,338 | -41.17% | 10,565 | 17,958 |
Chevrolet Sonic Sales - Q2 2018 - Canada
In Canada, Chevrolet Sonic deliveries totaled 1,410 units in Q2 2018, a decrease of about 22 percent compared to 1,814 units sold in Q2 2017.In the first six months of the year, Sonic sales decreased about 12 percent to 2,391 units.
| MODEL | Q2 2018 / Q2 2017 | Q2 2018 | Q2 2017 | YTD 2018 / YTD 2017 | YTD 2018 | YTD 2017 |
|---|---|---|---|---|---|---|
| SONIC | -22.27% | 1,410 | 1,814 | -11.84% | 2,391 | 2,712 |
Chevrolet Aveo Sales - Q2 2018 - South Korea
In South Korea, Chevrolet Aveo deliveries totaled 40 units in Q2 2018, a decrease of about 86 percent compared to 291 units sold in Q2 2017. The Sonic is sold in South Korea as the Aveo.In the first six months of the year, Aveo sales decreased about 66 percent to 274 units.
| MODEL | Q2 2018 / Q2 2017 | Q2 2018 | Q2 2017 | YTD 2018 / YTD 2017 | YTD 2018 | YTD 2017 |
|---|---|---|---|---|---|---|
| AVEO | -86.25% | 40 | 291 | -65.75% | 274 | 800 |
Competitive Sales Comparison
Sonic sales continued to nosedive in the second quarter, with the performance placing the subcompact model dead last among its competitive set in terms of overall sales volume. As such, the Sonic sold less (way less) than the Nissan Versa in first, followed by the Honda Fit, Ford Fiesta (see Ford Fiesta sales), Toyota Yaris, Mitsubishi Mirage, Hyundai Accent, and Kia Rio.
In addition, Sonic sales fell significantly faster than the segment average during the quarter. To note, the mainstream subcompact car segment contracted 20 percent in Q2 2018 and 20 percent in the first six months of 2018.
Sales Numbers - Subcompact Mainstream Cars - Q2 2018 - United States
| MODEL | Q2 18 / Q2 17 | Q2 18 | Q2 17 | YTD 18 / YTD 17 | YTD 18 | YTD 17 |
|---|---|---|---|---|---|---|
| VERSA | -20.26% | 20,319 | 25,483 | -19.23% | 45,684 | 56,558 |
| FIT | -4.49% | 13,773 | 14,420 | -4.78% | 25,064 | 26,322 |
| FIESTA | +13.22% | 13,061 | 11,536 | +3.17% | 25,359 | 24,580 |
| YARIS | -33.44% | 8,656 | 13,005 | -35.10% | 16,616 | 25,604 |
| MIRAGE | +23.10% | 7,653 | 6,217 | -3.67% | 13,185 | 13,687 |
| ACCENT | -58.28% | 7,407 | 17,752 | -54.41% | 14,825 | 32,515 |
| RIO | +67.34% | 6,046 | 3,613 | +65.61% | 11,071 | 6,685 |
| SONIC | -55.68% | 4,582 | 10,338 | -41.17% | 10,565 | 17,958 |
| TOTAL | -20.39% | 81,497 | 102,364 | -20.37% | 162,369 | 203,909 |
The GM Authority Take
We attribute the Sonic’s dreadful sales performance during the quarter to GM-Chevy pretty much giving up on the subcompact passenger car segment. The Sonic is now one of two oldest and, by association, least competitive products in its segment – especially compared to new rivals from Kia and Hyundai, both of which are making a concerted effort to market and sell their offerings despite a contracting segment.
Exacerbating the ghastly state of affairs for the Sonic are the following factors:
- Non-existent marketing support by GM/Chevrolet for what is still a rather new nameplate in the segment (that needs marketing for buyer awareness and consideration)
- Lack of dealer motivation on the part of GM’s corporate sales operations to move the current model
- GM’s ongoing strategy to decrease sales to daily rental fleets, which is believed to have been a very heathy sales channel for Sonic sales
- A contracting subcompact passenger cars segment as a result of an ongoing market shift that favors crossovers (CUV/SUV) at the expense of passenger cars
We don’t foresee the state of affairs changing for Chevrolet in this space unless GM introduces an all-new product and refocuses its attention on the space. Notably, the Sonic launched as a great product with a significant amount of ambition, excitement and potential – all of which were somehow lost over the past several years.
It’s widely believe that the product itself lost many of its competitive edge and distinguishing characteristics as part of the 2017 facelift. Prior to the update, the Sonic enjoyed a unique, almost playful position in its segment thanks to a one-of-a-kind persona afforded by distinct headlamps, gauge cluster, and other features.
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 model was given a midcycle refresh for the 2017 model year. The 2018 Chevy Sonic represents the sixth model year of the first-generation Sonic. 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 2019 model year, the Sonic gained one new exterior color (while losing two other colors), the removal of the base 1.8L naturally-aspirated Ecotec engine, and several other minor equipment-level changes.
A March 2017 rumor stated that GM would discontinue the Sonic as soon as 2018. As of this writing, it’s unclear whether or not the nameplate will see a second generation.
The Sonic is assembled at the following plants:
- GM Lake Orion plant in Orion Township, Michigan, USA operated by GM USA
- GM Bupyeong plant in South Korea operated by GM Korea
- GM Cairo plant in Egypt operated by GM Egypt
- GM Hanoi plant in Vietnam operated by GM Vietnam
About The Numbers
- All percent change figures compared to Chevrolet Sonic Q2 2017 sales
- In the United States, there were 77 selling days in Q2 2018 and 77 selling days in Q2 2017
- In Canada, there were 77 selling days in Q2 2018 and 76 selling days in Q2 2017
- South Korea sales figures reflect actual vehicle registrations rather than wholesales
Related News & Info
- GM news
- GM forums
- Chevrolet Sonic information
- Running GM sales results
- Running Chevrolet sales results
- Running Chevrolet Sonic sales results
- Running Chevrolet sales results
- Q2 2018 GM sales results:
- U.S. GM Q2 2018 sales results
- U.S. Q2 2018 Chevrolet sales results
- U.S. Q2 2018 Cadillac sales results
- U.S. Q2 2018 Buick sales results
- U.S. Q2 2018 GMC sales results
- GM Canada Q2 2018 sales results
- Canada Q2 2018 Chevrolet sales results
- Canada Q2 2018 Cadillac sales results
- Canada Q2 2018 Buick sales results
- Canada Q2 2018 GMC sales results
- GM China Q2 2018 sales results
- GM Korea Q2 2018 sales results:
- Chevrolet Korea Q2 2018 sales results
- Cadillac Korea Q2 2018 sales results
- U.S. GM Q2 2018 sales results
Comments
The failure to add more advanced technology, safety features, and new engine options to increase fuel efficiency is the result. Many competitors offer much more for this class of car. Also, improve the suspension in the sonic.
GM puts no marketng effort and very few incentives behind Sonic. . Cruze gets all of the advertising, rebates, and lease subvention. Sonic is a decent car but it doesn’t stand a chance to sell in Chevy showrooms where you can buy the much better Cruze for the same or less. Combine all that with the very brisk flight away from sedans to crossover SUVs and the Sonic and likely the whole segment is doomed to falling sales.