Based on German’s official passenger car registration, here are some takeaways:
- 2023 total German market is ~2.84mn cars, up 7.3% yoy from 2022; but in 2019 that number is 3.6mn, so still down 21% from 2019-level (most decline happened during 2020 and 2021)
- German brands got ~52% market share and the three German companies got ~59% market share
- Audi (+16%), Mercedes (+14%), and BMW (+11%) brands are all share gainers from 2022
- Skoda (+17%) and Seat (+19%) brands, owned by VW, are also share gainers
- Tesla, although with a local factory, only got 2.2% market share in 2023, and is losing shares in German vs 2022; German market is less than 4% of Tesla’s global deliveries
- Ford got 4.1% market share in 2023, and keeps losing market share. Pressure continued since covid. Ford new registration in German dropped over 30% in 2020 and dropped another 35% in 2021. Its 2023 number is still a bit lower than 2021
- Two South Korean brands, Hyundai and Kia, are flattish in number of cars, but lost small share as the market grew.
- Toyota new registration PV dropped 4% yoy, also a share loser in German.
Market share in 2023 by origin of brands
