Page 4 San Diego Auto Outlook % Change in County Registrations for Top 20 Brands-2024 (annual) vs. 2023 Brands Gaining Ground Largest % increases from 3Q '24 to 4Q '24 Rivian Up 54.2% Mercedes Up 21.2% Land Rover Up 17.8% Toyota Up 15.7% Jeep Up 14.9% Brands Losing Ground Largest % declines from 3Q '24 to 4Q '24 Tesla Down 26.9% Volkswagen Down 13.6% Mazda Down 9.3% Lexus Down 6.0% Nissan Down 5.8% San Diego County and U.S. Market Shares for Top 15 Brands in County - 2024 Jeep, -33.0% Ram, -32.0% Audi, -15.3% Chevrolet, -9.8% Tesla, -9.3% Volkswagen, -7.1% Nissan, -6.9% Subaru, -6.2% Ford, 1.6% Mercedes, 1.8% Mazda, 4.7% BMW, 5.1% Hyundai, 5.6% Honda, 6.4% Kia, 7.3% Land Rover, 8.1% Rivian, 8.3% Toyota, 9.2% GMC, 18.6% Lexus, 24.1% 17.9 12.4 11.2 7.7 5.7 5.3 4.9 3.7 3.6 3.5 3.4 3.1 2.5 2.3 1.8 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 20.0 U.S. County BRANDS AND MODELS The primary metric used to identify winning and losing brands is the percent change in registrations vs. year earlier, shown on the graph below. Lexus and GMC were the biggest gainers in the county market last year among the top 20 brands. BUT this snapshot does not capture the shorter term trend in sales, and this matters! Registrations for a brand may have posted a big year-over year increase (definitely a positive), but if growth has stalled during the most recent quarter, that’s significant. The tables to the right of the graph show results from the Third to the Fourth Quarters of 2024. WINNERS AND LOSERS TOP SELLING BRANDS Largest % increases during 2024 vs. 2023: Lexus, GMC, Toyota, Rivian, and Land Rover. Largest % increases in 4Q ‘24 vs. 3Q ‘24: Rivian, Mercedes, Land Rover, Toyota, and Jeep. Data sourced from Experian Automotive. Data sourced from Experian Automotive. Red circles show county market share. U.S. market share is represented by the gray bars. Toyota, Tesla, Honda, Ford, and Chevrolet were the top five selling brands in the County during 2024. Tesla county share was well above U.S. levels. Jeep had a big decline for all of last year (down 33%), but registrations trended higher in 4Q (up 14.9% vs. 3Q).
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