2023-07-31 20:30:00
According to the latest statistics provided by the Association of Vehicle Importers in Morocco (AIVAM), the new market posted growth of 3.39% last month compared to June 2022, but remains in the red at the end of the two first quarters of 2023 (-2.88%). The mid-race lap times are not alarming because the brands reacted after a generally poor start. Despite an unfavorable economic situation, in particular sluggish purchasing power, the promotional campaigns that flourished in showrooms this spring have borne fruit. It now remains to consolidate this slight tremor in sales!
After a long scarcity, six months of consecutive poor performance, between November 2022 and April 2023, the Moroccan new home market returned to growth last May over an isolated month, posting a significant rebound in registrations (+12.44% compared to May 2022) and thereby limiting the damage to its provisional annual performance, with a decline of 4.45% year-on-year, at the end of the first five months of the year.
Due to a positive performance again last month, an increase in sales volumes of around 3.39% (17,394 transactions, compared to 16,823 units sold in June 2022), the “mid-race” deficit ” compared to the first half of 2022 is only 2.88%, with 81,419 copies sold, compared to 83,831 at the end of June. By way of comparison, it stood at -11.07% at the end of the first quarter. We will be careful not to push dinghies, that said. The hardest part is yet to come: confirming this slight upturn, consolidating this little upward trend, obtained with forceps, thanks to the efforts made by the various brands to concoct promotional campaigns capable of stimulating demand.
In detail, the passenger vehicle (VP) totaled 15,882 sales last month, increasing by 4.52% compared to June 2022, the month at the end of which 15,176 transactions had been carried out, while the light utility vehicle market (VUL) fell, for its part, by 6.98%. Since the start of the year, passenger cars have recorded 74,227 registrations (-1.27% versus Q1 2022), while LCVs, which have been bogged down in the crisis (7,192 sales, i.e. -16.87%), is still dominated by Renault with 1,600 units sold and 22.5% market share (PDM).
DFSK climbs on the second step of the podium (1,104 units sold and a market share of 15.35%) and Ford completes the Top 3 (817 units and a market share of 11.36%). At passenger car level, Dacia is unsurprisingly at the top of the sales ranking of generalist brands at the end of the first half (this has been the case for almost 14 years). Despite a difficult month of June (-11.81%) and an even more complicated first half (17,614 registrations, compared to 20,703 sales at the end of June 2022, which represents a decline of 14.92%), the advance of the “phoenix of the hosts of these woods” remains comfortable, its monthly and annual PDM rising, respectively, to 26.26% and 23.73%.
Renault, Hyundai and Volkswagen carry the market
As usual, Dacia’s pursuer is none other than its “cousin” Renault, whose sales force managed to place 2,766 vehicles last month and 11,888 units since the start of the year, improving in both cases – and in almost similar proportions – the performance of 2022 (+9.67% over an isolated month and +9.74% over the first six months of the year).
The Diamond brand captures a PDM of 16.02%. Finally, on the third step of the podium, we find Hyundai, which is in sparkling form, with 1,578 transactions last month, i.e. a rebound of 36.51% compared to June 2022 (the novelty effect of the urban SUV Bayon, marketed in early June ?), and 8,969 sales since January 1 (+19.03% and market share of 12.08%). Peugeot occupies fourth position in the provisional annual ranking, with 5,564 registrations since the start of the current financial year, i.e. a contraction of 5.13% compared to the performance achieved in 2022 during the same period and a market share of 7, 5%.
Fifth at halfway, Volkswagen has put the turbo this year, with 4,358 units sold in the last six months, against 2,571 at the end of the first half of last year. Its market share is 5.87%. Behind, sales volumes are falling more or less at Opel, sixth with 3,347 sales (-13.96%), Kia (2,585 transactions, or -9.49%), Citroën (2,452 sales and a deflation of 21.51% ) and at Toyota, ninth in the “game” with 2,220 vehicles sold (-30.69%). On the other hand, the last position of the Top 10 generalists goes to the brand which shows the most spectacular rate of evolution of sales of the lot, Skoda (1,980 registrations, which represents a growth of 86.79%).
Crisis-proof luxury
Solid leader in the premium sales ranking, Audi sold 493 units last June (+48.05%) and 2,163 copies in the first six months of the year (+0.70%), a few units more than its “cousin” Skoda. The Rings brand had smashed its sales record in 2022. It once again seems able to set new standards.
BMW ranks second, both in terms of monthly and half-yearly performance, with, respectively, 387 and 1,717 sales, a strong increase of 69.74% compared to June 2022 and a growth of 22.21% compared to first two quarters of last year, while Mercedes-Benz closes the podium with 160 transactions last month (-11.11%) and 1,328 registrations since the beginning of the year (- 0.82%).
Mehdi Labboudi / ECO Inspirations
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