Automakers like GM and Ford are still profitable, even with lessening market share. They held 16.3% and 13.3%, respectively, of the market in 2022 — with Toyota in the middle at 15.2%.
Because consumers have indicated they'll wait — and pay more — for vehicles, even vehicles that don't necessarily have what they want, these auto companies know they don't have to fight or"Especially GM and Ford, Stellantis, too, they like not having to have these end-of-summer, bargain-basement blowouts and even the December, end-of-year stuff," Stoddard said at the symposium.
So long as Ford and GM stay focused on money-making vehicles, it won't necessarily be bad for them if they don't recover — though they still need to pay attention to the vehicles that are profitable for them outside of the popular pickups and SUVs in the US, experts say. As for car-buyers, these dynamics might impact those who are used to certain annual sales, incentives, and lower-cost vehicles.
"There's going to be more of a focus on more of those high-profit-type vehicles," Stoddard said."The plan is at least, strategically, to stay away from those lower things."
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