SIZE MATTERS
15 February 2006 - Renault

It seems like a simple question to ask in the pub this weekend: What is the best selling new car in Britain?

Answer “Focus” and you would be right according to the Society of Motor Manufacturers and Traders. But you would also be right if you answered “Astra”, because sales figures never lie.

If you are confused then think about the growing band of industry experts and statisticians who compile the official monthly returns and issue the data.

The problem for the car counters is increasing because some manufacturers insist on including model derivatives under their generic model name. Others manufacturers differentiate models that share the same floorpan and near identical measurements but have different names.

Currently it is not up to the SMMT to decide under which name a car is counted, it is the prerogative of the manufacturer.

The explosion in model derivatives with slightly differing body styles based on the same floorpan is causing increasing confusion for the customers and the sales analysts.

In the 1980s there were simply: small, medium, large and off-road sectors. Today there is a mind-boggling nine categories covering models from ‘mini’ to ‘multi-purpose’ vehicles. In addition the industry uses the terms, A, B, C, D, E, F segments and then add in lower medium, upper medium and premium classifications.

When the sectors were originally drawn up they were based on engine size, body style and overall size. Today the arrival of new models which cross over sectors in terms of engine capacity, style, and size means the original criteria is no longer valid or accurate.

The Ford Focus is illustrates the current problem because Focus registrations figures from the SMMT include the C-Max MPV, which is derived from the New Focus hatchback.

As an example, new Focus registrations in November 2005 added up to 7,582 units while the C-Max achieved 1,211, giving a combined SMMT published total of 8,793 sales.

Compare this to the information for the same month regarding the Astra hatchback which secured 8,138 registrations and its mechanically identical stablemate Zafira MPV was credited with 2,409 sales giving a combined figure of 10,547. So realistically the Astra range was the UK’s best selling car, but as Vauxhall insist their two models are listed separately, the official SMMT figures showed the Focus as being the UK’s bestseller.

Arguably, the manufacturer who broke the boundaries was Renault when it introduced the Megane family almost a decade ago. The arrival later of the Megane Scenic clearly identified it as a member of the Megane hatchback’s family, and it still carries the full name on its window pillars. The Megane hatchback sales of 2,203 cars added to the Scenic MPV’s 2,701 sales gave a clear combined total of 4,904 registrations last November.

The Citroen Xsara Picasso and Toyota Corolla Verso are further examples of diversification and are distinctly different models from their hatchback siblings.

Masters of floorpan sharing are Volkswagen and the new Golf can be found taking its name from the hatchback to the Golf Plus whilst its mechanically identical mini-mpv is the Touran. Volkswagen lists them separately but if it wanted to do the same as some other manufacturers it could claim 6,131 from their combined sales in November 2005.

There is no right or wrong way to calculate the figures under the present “segment norms” as they are known, but that could be changing.

Talks are scheduled to be held by the SMMT and its members to decide on the categories. A new system is likely to be proposed so clarifying the real sales of similar models and their many derivatives for the buying public.

The UK is unique in having such a breakdown of registrations but the system is worthless in today’s market place and some more meaningful and informative measure has to be devised.

Industry analysts feel unless there is a change the system it is only going to get worse. With more new models being introduced, such as the Audi Q7 for instance, or the increasing number of hybrids which may merit a category of their own, or part-time four-wheel-drives and so-called soft-roaders, which are more car-like than a heavy 4x4s, public confusion will only get worse and accurate sales information by model and sector will be blurred

For the general public to be fully informed on the sales performance of one model range against another, it really does seem that size matters.

By ROBIN ROBERTS
Source: Miles Better News Agency
Pictures: Size matters when you are selling cars, as Renault’s Clio character Hélène Mahieu reminded us in those famous Clio adverts from 1998.

www.renault.co.uk

More News
  For February 2006
  From Renault
  For General
  Driver247.com Home Page