The swiss auto market shrank by 4.1% in the first semester 2014. 

On a rolling basis over the latest 12 months, the swiss passenger car market remains above the 300’000 symbolic mark, but in comparison with the 2012 peak (328’139 units), the erosion in new car sales is significant. This comes in the context of a market that thrived during the euro crisis while other neighbouring economies tanked. Diesel share has been stable for 30 months at 37%, while sales of 4×4 continue to climb, reaching 37.7% over the past twelve months.

Brands: winners and loosers

Volkswagen, the undisputed leader of the swiss auto market, has seen its sales decline faster than the overall market, a result that can almost entirely be attributed to the Passat whose replacement has just been announced early July. The outstanding performance of Skoda (+15.8% in the first semester 2014) goes to the credit of the Octavia and the Rapid. Audi has begun to stabilize its sales after a mediocre first quarter (-17.2%), but BMW retains a comfortable lead and its is difficult to envision a scenario where the 4 ringed brand retains its number one status in the premium segment. Mercedes grows by 3.7% in an overall declining market, a sign that its renewed and rejuvinated portfolio is paying dividends.

Among generalists, Ford, Renault and Toyota all record stark declines, same for Peugeot and Fiat.

Top 15 by model

In the ranking by model, the VW Golf VII is selling well and remains comfortably in the lead, but it is really the new Skoda Octavia and Audi A3 which stand out. The new Seat Leon with its new sharper styling also seems to resonnate with customers. The breadth of offering contributes to fragment the market: 52 models sold 1000 units or more in this semester.

Hyperluxury ? Very well, thank you !

No less than 24 hypercars were registered new in Switzerland over the first six months of this fastuous era for superlative sports cars. Knowing that each retails for one million swiss francs or more, the figure is remarkable. Ferrari LaFerrari deliveries have outpaced McLaren P1, and it will be fascinated to watch which model stands out at the end of the year as the king of supercars in a market that draws a disproportionate share of this segment.

Super GTs continue to sell very well, even if one can’t expect that the Ferrari F12 will match its stunning sales figures from 2013.

Ferrari mid-rear engine berlinettas are selling very well also, 458 matching its 2013 full year sales at the half year mark ! It is too early to gauge the appeal of the new Lamborghini Huracan with Swiss customers, but one cannot help wondering why the McLaren 12C and 650S figures look so pale.