Diesel Economics: Sales Up 39% for First Half of 2011
MANUFACTURER-SPECIFIC TRENDS AND DATA
Overall, 48% of Audi buyers chose a diesel over the comparable petrol model in the first six months of 2011, up from 45% in the first two quarters of 2010. The diesel take rate was 53.1% in January – which was the high water mark for this year – falling to 37.2% in June. First quarter sales were 49%, while second quarter sales were 46%.
As in 2010, Audi A3 TDI sales beat the gasoline version’s, claiming a 54% market share with 1,830 cars sold compared to 51% in the same period last year. In terms of volume of sales, that’s up 18.3% from the 1,546 diesels sold in the first six months of 2010, and is set to exceed last year’s yearly figure of 3,475.
Sales of the Q7 were 43% diesel this year so far, compared to 39% in the first half of 2010. The volume of sales for the Q7 TDI increased by 56% year-over-year, and is set to exceed the model sales numbers for all of 2010.
At BMW, overall comparable model diesel sales were 29% in the first two quarters of 2011, compared to 32% in the first half of 2010. 26.7% of BMW buyers chose diesel in January, reaching its highest proportion in March (37.8%). First quarter diesel sales were 33%, falling to 26.5% in the second quarter. In addition, BMW was the only car maker to report a decline in the volume of diesel sales compared to the first half of last year (4,805 from 5,438, or 12%).
Sales of the BMW 335d were 1,544, representing a 47% market share relative to the gasoline 335i. That’s exactly the same number as the 1,544 sold in the first six months of 2010, but it’s a significantly greater market share compared to the equivalent 335i sedan – 47% versus 41% in 2010. The 335d also outsold the 335i in February. However, sales fell from 47.5% of comparable model sales in the first quarter to 46% in the second.
In the first two quarters of 2011, 24.5% of BMW X5 drivers chose the diesel model, down from 29% in the first half of 2010. The volume of diesel sales also fell by 16% over the same period. Diesel sales were 27% in the first quarter and 22% in the second.