Barclays highlights 5 themes ahead of 'a critical year' for the auto industry

These insights, derived from a comprehensive analysis of the U.S. market in 2024, highlight dynamics in sales trends, inventory management, pricing, market share shifts, and product mix, each playing a role in defining the industry's trajectory.

Challenges include economic pressures and a market environment prioritizing pricing strength over volume growth. Barclays flags that affordability concerns are mounting, yet OEMs have generally resisted steep discounts, reflecting their commitment to maintaining pricing strength. Stellantis' challenges reflect its aging product lineup and inventory struggles, although the company has leaned on increased incentives to clear stock.

Crossovers continue to dominate U.S. sales, now accounting for over 50% of the market. Meanwhile, the electric vehicle segment is growing but at a slower pace than previously anticipated, with policy incentives and new model launches shaping its future trajectory.

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