THE SUV SEGMENT OUTLOOK STUDY
THE SUV SEGMENT OUTLOOK STUDY
FEBRUARY 2019
Has the SUV Market Peaked?
The SUV Market Does Not Appear to Be Peaking in the Short Term....However, There are Signs of Saturation
SUV Sales have grown 16% in the last 2 years. 6.5+ million units were sold in 2018
Are there indications of SUVs peaking?
Sales - 6.5+ million units and forecasted to grow Consideration - highest 4x as many SUVs from 30 years ago
Are there indications of SUV Saturation?
Days supply increasing Average ATP increasing Increased competition from used market More SUV launches
Source: OEM Press Release Sales Data
Utility Sales Overtook Car Sales in 2016 and is Now the Most Popular Segment
60% 50% 40% 30% 20% 10%
0% 2010
Car
2011
SUV
2012
2013
Truck
Van
2014
2015
2016
2017
2018
Source: OEM Press Release Data. Sales for all segments (non-lux)
SUV Segment Shares Forecasted to Grow
Segment
COMPACT SUV
2015
2025
20%
29%
MID-SIZE SUV
16%
18%
COMPACT CAR
16%
13%
MID-SIZE CAR
20%
13%
MID-SIZE TRUCK
3%
4%
FULL-SIZE TRUCK
12%
14%
Source: IHS Markit, U.S. Automotive Sales Forecast April 2018
Consideration for SUVs Has Been Trending Upwards
SEGMENT CONSIDERATION
Non-Luxury Utility Vehicle Non-Luxury Sedan Luxury Utility Vehicle
Luxury Sedan
21% 18%
56% 40%
Pickup Non-Luxury Coupe Minivan
17% 9% 6%
Luxury Coupe 4%
TRENDED SUV CONSIDERATION
Non-luxury Utility Vehicles
Luxury Utility Vehicles
70%
65%
60%
55%
50%
45%
40% 2013
2014
2015
2016
2017
2018
Source: Brand Watch Please select at most 5 vehicles that you are currently shopping.
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