SUVs Are Now 46 Times More Popular Than Sports Cars

New industry analysis has revealed that the SUV market share now accounts for almost 37 per cent of the total European market, with sports cars accounting for just 0.8 per cent
SUVs Are Now 46 Times More Popular Than Sports Cars

SUVs are like grey squirrels. They were an American thing until some bright spark introduced them to the British, at which point they quickly began passing diseases to and grabbing land from the native red species.

It’s the same in Europe. The grey was introduced to just a few localised environments in the mid-20th century and is expected to spread right across the continent by 2100, displacing its direct rivals at every turn. It’s not quite a perfect analogy for the introduction and spread of SUVs, but it’s good enough.

SUVs Are Now 46 Times More Popular Than Sports Cars

Astonishing new figures from automotive industry analyst Jato show the gulf between the popularity of SUVs and that of just about everything else. In March, SUVs took a 36.8 per cent share of all sales across all 27 EU member states; a three per cent bump versus the same month last year.

The next-biggest market segment was the so-called sub-compact, known in Britain as the supermini. It took 20.4 per cent of sales, trickling down from 20.7 per cent in March 2018. It’s also the latest segment to have to brace for SUV competition: for Jato’s analysis, the recently-launched likes of the Audi Q2, Volkswagen T-Roc and Seat Arona count as SUVs, despite being little more capable in mud than a Polo. Expect the sub-compact segment to keep ceding share to small SUVs.

Image: Jato
Image: Jato

After superminis came the Golf and Focus class with 17 per cent, down from 18.1, city cars with a 0.2 per cent drop at 7.8 per cent, mid-size cars down 0.1 per cent at 6.7 per cent, MPVs with a relative one-fifth fall at 4.6 per cent, executive cars at 2.4 per cent, having dropped 0.4 per cent, and then you get to sports cars. Sports cars constitute the second-smallest sector by market share with just 0.8 per cent. The only car class to sell in lower numbers is the one where you’ll find Bentleys, Rolls-Royces, high-end Maseratis and so on.

Brilliant... just not especially popular
Brilliant... just not especially popular

Doing some basic maths shows that SUVs are now 46 times more popular than sports cars. For every individual GT86, Cayman or MX-5 that gets sold, 46 actual buyers choose Qashqais, Tiguans and CR-Vs. That’s 46 profit margins versus one. Sports cars just don’t make the big bucks; the sums that keep car makers alive.

That’s not new information but it puts some perspective on what a flippin’ miracle it is that sports cars still get built at all. It’s true that some have very high profit margins per car, like most of the Porsche 911 range, but the sales numbers are comparatively minuscule.

SUVs Are Now 46 Times More Popular Than Sports Cars

It also explains why manufacturers have to join forces if they have any hope of building halo performance models or even simple sports cars. You can look at Toyota’s partnerships with Subaru for the GT86 and BRZ, and BMW for the Supra and Z4. If that’s not enough, try Mazda’s platform-sharing arrangement with Fiat (and by proxy Abarth) for the MX-5 and 124s. These cars just couldn’t get past the boardroom without joint ventures.

It’s also worth noting that the profits from worse-to-drive, more expensive and usually totally unnecessary SUVs subsidise the production of more interesting stuff. Without the cash flow provided by the Cayenne and Macan, Porsche wouldn’t be able to make its sports cars so good they can vie with supercars.

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It’s brilliant that we still have options. Let’s take a moment to tip our caps to those manufacturers who still offer us cars that their accountants probably don’t want them to. Nissan’s 370Z just isn’t right for European buyers but you can still buy one. The Porsche Cayman has a tough life among tough rivals and it’s hardly a financial boon to its makers, but you can still buy one. The Subaru BRZ… well, you get the idea. Determined makers of these lovely red squirrels, we salute you.

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Comments

Chewbacca_buddy (McLaren squad)(VW GTI Clubsport)(McLaren 60

Is that really surprising though in this day in age?

05/11/2019 - 13:16 |
18 | 0
Extreme Daniel

What a horrible development. Let’s hope this trend dies as soon as possible

05/11/2019 - 13:29 |
106 | 2

Don’t kill me… but the EVs might be our savior. Hear me out..

They are so hard accelerating that even the most wet of blankets becomes jovial toward driving for pleasure. It will reignite that light in the eyes of the average consumer who currently look at cars with the same admiration they would their oven or dishwasher. EVs will bring the driving spirit back to the average Joe

05/11/2019 - 16:20 |
28 | 8
Anonymous

What is wrong with people? Why are $hitty SUVs so popular?

05/11/2019 - 14:43 |
8 | 0
Anonymous

In reply to by Anonymous (not verified)

young people arent buying new cars, families need space but dont want minivans and old people like the upright seating position and high-ish ride height that makes the cars easy to enter and exit

05/11/2019 - 14:52 |
24 | 2
Anonymous

In reply to by Anonymous (not verified)

Obesity is an increasing problem, people are living longer, and SUVs are easier to get into when you have mobility issues.

05/11/2019 - 16:15 |
0 | 0
Anonymous

Price

05/11/2019 - 14:49 |
0 | 0
Ali Mahfooz

I think part of the problem lies with the fact that people who buy SUVs have the same mindset that people had back in the 18 or 19th century. Back in that time, having a horse carriage meant you were very wealthy and the carriage served as your wealth’s status symbol. Fast forward today, a lot of people have made loads of money but don’t know how or where exactly to invest and ultimately just blow it on a stupidly large SUV FOR DRIVING IN TOWN THINKING IT’S SAFE WHICH IT CLEARLY ISN’T!!. No wonder we car enthusiasts are disgusted by their mindset. smh

05/11/2019 - 15:00 |
18 | 2

SMH

05/11/2019 - 18:21 |
4 | 0
Miata Man (Miata Squad)

Wagons need to come back and not small compact ones but like the old Country Squares with wood on the side and a big block v8

05/11/2019 - 15:00 |
4 | 0
RWB Dude

RIP

05/11/2019 - 15:56 |
12 | 0
Twopoint0

The problem is that cars have become a lifestyle product, like a mobile phone for example

They don’t only serve their true purpose as much as they used to have to anymore

People don’t buy cars because they want a vehicle, it’s because they want a nice place to be

And since SUVs are the only application that gives designers the space to stuff in all that crap that make up a “nice place” for the average consumer, they dominate the market.

SUVs also give the illusion of safety with their altered ride height, which also let’s you enter the car more easily.

People nowadays have one huge priority: comfort. SUVs just happen to be the ideal platform to realise this priority in the easiest way

05/11/2019 - 16:23 |
10 | 2
Anonymous

SUVThrottle?

05/11/2019 - 16:39 |
10 | 0
Anonymous

People are stupid

05/11/2019 - 19:15 |
0 | 0