Sales in the Small Car segment are down so far in 2020, but it’s not all doom and gloom.
This vehicle segment is where hugely popular offerings such as the Toyota Corolla, Mazda 3 and Hyundai i30 live. At the higher echelons, you’ll find the Mercedes-Benz A-Class and Audi A3.
Let’s look at the sales performances of these key cars, and all their competitors, during the course of the year.
Background
Sales of new vehicles classified as Small Cars, by industry statistics database VFACTS, are down 29.6 per cent in 2020 so far, to a cumulative tally of 90,575 sales and a market share of 14 per cent.
At the same point in 2019, vehicles belonging to this segment had 15.9 per cent total market share. In 2018 the share figure was 17.6 per cent, in 2017 it was 18.4 per cent, in 2016 it was 19.3 per cent, in 2015 it was 20.6 per cent, in 2014 it was 22.7 per cent, and in 2013 it was 23.1 per cent.
In short, low-riding hatchbacks and sedans that fit into this arbitrary category are being steadily eclipsed in popularity by Small and Medium SUVs, which offer a more commanding driving position.
The combined market share of Small and Medium SUVs at this point in 2013 was 17.2 per cent, but in 2020 it sits at 29.5 per cent.
Small Cars <$40,000 average – sales in 2020
The Corolla sits atop the charts, and because its sales reduction rate is lower than the segment as a whole it has actually grown market share in 2020 to 23.4 per cent. About half of these sales of the the hybrid variants, which explains why the Prius’s sales are now so low.
The Hyundai i30 hatch sits second, and if you add the Elantra sedan (the Corolla figure counts sedan and hatch sales) then the gap closes to 2000 units. Given an updated i30 hatch is arriving in showrooms now, and a brand new i30 sedan launches before year’s end, it’s possible that Hyundai will overtake Toyota in 2021 in this segment.
The Kia Cerato sedan and hatch now sits third on the charts, having overtaken the Mazda 3 which now sits fourth. The ‘3’ family is down a stark 49.2 per cent year-on-year, though in fairness Mazda’s decision to increase pricing (and spec) means it projected reduced sales.
Rounding out the top five is the runout ‘Mk 7.5’ Volkswagen Golf, which will be replaced by the new-generation Mk 8 model early next year (normal and GTI models first, then the R a few months later).
The running order below the Golf goes Honda Civic (5376 sales YTD), Subaru Impreza (2528, or 3363 if you include the WRX that’s counted separately), Ford Focus (1594, including the Focus Active), the aforementioned Hyundai Elantra that’s being replaced soon (1382), the defunct Holden Astra (1238), and the Hyundai Ioniq hybrid/PHEV/EV range (391).
The Renault Megane is now sold exclusively in R.S. 300 guise and will come in for an update early next year. The Peugeot 308 will also get an update in early 2021 that’ll see it out until an all-new replacement arrives.
The Skoda Rapid has been axed and replaced by the newly launched Scala, and the Alfa Romeo Giulietta is being retired and will likely be replaced by the Tonale small SUV due to enter production from 2021.
You can the full list of segment sales below.
| Model | Jan-Sept 2020 sales | % Change Over Jan-Sept 2019 |
|---|---|---|
| Toyota Corolla | 18,649 | -20.1% |
| Hyundai i30 | 15,260 | -30.3% |
| Kia Cerato | 13,002 | -22.6% |
| Mazda3 | 10,577 | -49.2% |
| Volkswagen Golf | 8,169 | -26.3% |
| Honda Civic | 5,376 | -33.8% |
| Subaru Impreza | 2,528 | -28.0% |
| Ford Focus | 1,594 | -45.4% |
| Hyundai Elantra | 1,382 | -36.0% |
| Holden Astra | 1,238 | -67.2% |
| Subaru WRX | 835 | +7.3% |
| Hyundai Ioniq | 391 | +13.0% |
| Toyota Prius V | 213 | -23.1% |
| Renault Megane | 167 | -39.9% |
| Peugeot 308 | 125 | -57.6% |
| Skoda Rapid | 102 | -54.7% |
| Alfa Romeo Giulietta | 79 | -43.2% |
| Toyota Prius | 66 | -51.8% |
| Skoda Scala | 31 | – |
Small Cars >$40,000 average – sales in 2020
The Mercedes-Benz A-Class hatch and sedan family dominates the premium end of the market in 2020, growing its sales 31 per cent to 4796 units. That’s equal to a massive 44.4 per cent market share. It also means it has tripled the sales of Ford’s Focus, for context.
The Audi A3 hatch and sedan sits second, though expect this to be bolstered by the arrival of the new-generation model in 2021.
The front- and all-wheel drive BMW 1 Series hatch rounds out the podium, though if you add the 2 Series Gran Coupe – which is a re-bodied derivative essentially – then the pair overtake Audi.
The Nissan Leaf EV will expand next year as demand for greener cars grows and when the extended-range Leaf e-Plus touches down. The Mini Clubman is defiantly niche, ditto the Lexus CT hybrid that we expect will not be replaced (the UX small SUV plays that role).
| Model | Jan-Sept 2020 sales | % Change Over Jan-Sept 2019 |
|---|---|---|
| Mercedes-Benz A-Class | 4796 | +31.0% |
| Audi A3 | 1964 | -22.7% |
| BMW 1 Series | 1853 | +5.7% |
| BMW 2 Series Gran Coupe | 1081 | – |
| Mercedes-Benz B-Class | 392 | -41.0% |
| Nissan Leaf | 291 | +1.7% |
| Mini Clubman | 286 | +43.0% |
| Lexus CT200H | 75 | -48.3% |
| BMW i3 | 44 | -26.7% |
| BMW 2 Series Active Tourer | 9 | -71.0% |
What new choices are coming?
- New Audi A3 Sportback – end of 2020
- New Audi A3 sedan – first half of 2021
- New Audi S3 range – second half of 2021
- New BMW 128ti derivative – early 2021
- New Hyundai i30 sedan – late 2020
- Updated Hyundai i30 hatch – available now
- Updated Hyundai i30 N – first half of 2021
- Updated Kia Cerato – expected 2021
- Nissan Leaf e-Plus – second quarter of 2021
- Updated Peugeot 308 – first half of 2021
- Updated Renault Megane R.S. 300 – second quarter of 2021
- New Skoda Scala – available now
- New Volkswagen Golf and Golf GTI – early 2021
- New Volkswagen Golf R – third quarter of 2011
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