SuperBrands 97 Category Ranking: AUTOMOBILES

General Automotive
Ford Motor grew sales by a modest 1.3%, as Chevy gained a bit with a 3.1% boost on strong sales of Lumina. Struggling Oldsmobile was knocked from 10th to 12th behind truck brands GMC and Jeep.
Rank….Brand…. Co. Name, Location
.Lead Agency, Location
…Sales (units):
…Media Expenditures (millions):
1….Ford………….Ford Motor, Dearborn, MI
..J. Walter Thompson, Detroit
…Sales: 3,213,799
…Media Expenditures: $473
2….Chevrolet…..General Motors, Warren, MI
..Lintas: Campbell-Ewald, Warren, MI
…Sales: 2,246,395
…Media Expenditures: $477
3….Dodge……….Chrysler Corp., Highland.Park, MI
..BBDO, Southfield, MI
…Sales: 1,126,314
…Media Expenditures: $415
4….Toyota………Toyota Motor Sales USA, Torrance, CA
..Saatchi & Saatchi, Torrance, CA
…Sales: 1,003,999
…Media Expenditures: $333
5….Nissan……….Nissan North America, Torrance, CA
..TBWA Chiat/Day, Venice, CA
…Sales: 712,110
…Media Expenditures: $280
6….Honda……… American Honda Motor, Gardena, CA
..Rubin Postaer, Santa Monica, CA
…Sales: 697,228
…Media Expenditures: $273
7….Pontiac………General Motors, Pontiac, MI
..DMB&B, Bloomfield.Hills, MI
…Sales: 599,123
…Media Expenditures: $134
8….Buick………..General Motors, Troy, MI
..McCann-Erickson, Troy, MI
…Sales: 471,819
…Media Expenditures: $193
9….Mercury…….Ford Motor, Dearborn, MI
..Young & Rubicam, Detroit, MI
…Sales: 436,367
…Media Expenditures: $149
10….GMC………General Motors, Lansing, MI
..McCann SAS, Troy, MI
…Sales: 433,420
…Media Expenditures: $43
Import Luxury
Lexus and Acura dropped 9.2% and 13.2%, respectively, while BMW surged 10.4% and Volvo gained 8.2% as the European brands dropped prices and became more fun. Lexus dropped to fourth; Mercedes grew.
1….Acura………. American Honda Motor, Gardena, CA
..Ketchum, Los Angeles
…Sales: 97,351
…Media Expenditures: $101.8
2….BMW………..BMW of North America, Woodcliff.Lake, NJ
..Mullen, Wenham, MA
…Sales: 93,309
…Media Expenditures: $60.1
3….Volvo………..Volvo Cars of North America, Rockleigh, NJ
..MVBMS, New York
…Sales: 88,505
…Media Expenditures: $72.7
4….Lexus………..Toyota Motor Sales, Torrance, CA
..Team One, El Segundo, CA
…Sales: 79,334
…Media Expenditures: $128.5
5….Mercedes…..Mercedes Benz of North America, Montvale, NJ
..Lowe/SMS, New York
…Sales: 76,752
…Media Expenditures: $ 70.2
U.S. Luxury
The size of this market shrank as sales dwindled for most models. Cadillac’s Seville dropped out of the top five as Lincoln Continental gained; Chrysler’s New Yorker slipped.
1….Cadillac Deville………..General Motors, Warren, MI
..DMBB, Bloomfield, MI
…Sales: 106,581
…Media Expenditures: $59.2
2….Lincoln Town.Car…….Ford Motor, Dearborn, MI
..Young & Rubicam, Detroit
…Sales: 92,673
…Media Expenditures: $13.6
3….Buick Park Ave………..General Motors, Flint, MI
..McCann-Erickson, Troy, MI
…Sales: 53,045
…Media Expenditures: $24.3
4….LHS/New Yorker……..Chrysler, Highland.Park, MI
..Bozell, Southfield, MI
…Sales: 46,462
…Media Expenditures:$9.4
5….Lincoln Continental…..Ford Motor, Dearborn, MI
..Young & Rubicam, Detroit
…Sales: 40,708
…Media Expenditures: $8.6
Sub-Compact
Honda Civic/Del Sol moved into No. 1 with Ford Escort dropping to No. 3. Overall, the segment dropped 5.8% but the Dodge Neon gained ground and challenged Sentra for No. 5.
1….Honda Civic/Del Sol…. American Honda Motor, Gardena, CA
..Rubin Postaer, Santa Monica, CA
…Sales: 267,023
…Media Expenditures: $65.4
2….Saturn………………………General Motors, Spring.Hill, TN
..Hal Riney, San Francisco
…Sales: 285,674
…Media Expenditures: $169.8
3….Escort………………………Ford Motor, Deerborn, MI
..J. Walter Thompson, Dearborn, MI
…Sales: 285,580
…Media Expenditures: $26.8
4… Corolla…………………….Toyota Motor Sales USA, Torrance, CA
..Saatchi & Saatchi, Torrance, CA
…Sales: 213,636
…Media Expenditures: $37.7
5….Sentra………………………Nissan Motor Corp., Torrance, CA
TWBA.Chiat/Day, Venice, CA
…Sales: 134,691
…Media Expenditures: $38.9
Family Sedans
Sales dipped for both the Taurus and the Accord as consumer interest shifted toward trucks. Camry sales grew and the Chevy Lumina broke into the top five over the Chevy Cavalier.
1….Ford Taurus……………Ford Motor, Dearborn, MI
..J. Walter Thompson, Dearborn, MI
…Sales: 366,266
…Media Expenditures: $102.1
2….Honda Accord………. American Honda Motor, Gardena, CA
..Rubin.Postaer, Los Angeles
…Sales: 341,384
…Media Expenditures: $118.3
3….Toyota Camry………..Toyota Motor Sales USA, Torrance, CA
..Saatchi & Saatchi, Torrance, CA
…Sales: 328,595
…Media Expenditures: $74.9
4….Pontiac Grand.Am…..General Motors, Pontiac, MI
..DMB&B, Bloomfield, MI
…Sales: 234,226
…Media Expenditures: $36.2
5….Chevy Lumina…………General Motors, Warren, MI
..Lintas: Campbell-Ewald, Warren, MI
…Sales: 214,595
…Media Expenditures: $81.3
General trucks, SUVs, Minivans
U.S. automakers dominate, with strong gains by Ford Explorer and Dodge Ram pickup. Truck sales grabbed 41.4% of the total market, up from 40.3%, in a trend expected to continue.
1….Ford F-Series………………Ford Motor, Dearborn, MI
..J. Walter Thompson, Detroit
…Sales: 691,452
…Media Expenditures: $10.4
2….Chevrolet C-K…………….General Motors, Warren, MI
..Lintas: Campbell-Ewald, Warren, MI
…Sales: 551,849
…Media Expenditures: $47.4
3….Ford Explorer……………..Ford Motor, Dearborn, MI
..J. Walter Thompson, Detroit
…Sales: 395,227
…Media Expenditures: $73.6
4….Ford Ranger……………….Ford Motor, Dearborn, MI
..J. Walter Thompson, Detroit
…Sales: 309,085
…Media Expenditures: $48.7
5….Dodge Ram………………..Chrysler, Highland.Park, MI
..BBDO, Southfield, MI
…Sales: 271,501
…Media Expenditures: $47.2
6….Dodge Caravan…………..Chrysler, Highland.Park, MI
..BBDO, Southfield, MI
…Sales: 267,020
…Media Expenditures: $80.1
7….Jeep Grand Cherokee…..Chrysler, Highland.Park, MI
..Bozell, Detroit
…Sales: 252,186
…Media Expenditures: $81.0
8….Ford Windstar……………..Ford Motor, Dearborn, MI
..J. Walter Thompson, Detroit
…Sales: 222,147
…Media Expenditures: $51.3
9….Chevy S10 Blazer………..General Motors, Warren, MI
..Lintas: Campbell-Ewald, Warren, MI
…Sales: 214,662
…Media Expenditures: $4.6
10….Chevy S-Series………….General Motors, Warren, MI
..Lintas: Campbell-Ewald, Warren, MI
…Sales: 207,193
…Media Expenditures: $46.2
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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