An analysis of trends in the Irish car sales market for H1 2019
The DoneDealMotor Industry Review
sponsored by
Green wave splashes into the Irish Motor market.
“ “In 2018 Petrol made its comeback. Following cycle after cycle of lower and lower sales, Diesel’s dip was Petrol’s gain.
However, in 2019 fossil fuels are no longer the in vogue car buying trend among Irish consumers. Indeed, Electric car sales for the opening six months of this year (1,954) have already surpassed all of 2018 (1,233).
In totality, the new car market is down 7.35% year-on-year, but what this top line does not convey is the shift in the market towards Electric and Hybrid vehicles.
Just five years ago in 2015 during the 151 sales cycle, 1.5% of all new cars on Irish roads were Electric or Hybrid. Fast forward to 191 and that figure has grown to 12%.
It’s now well over a decade (2008) since Petrol was the best-selling engine type in Ireland but if the current trend continues that looks set to change in 2020.
The latest car buying data contained in this report, confirms Petrol has now moved to within just six points of Diesel, which remains the most popular new car engine type (47% of all new cars), with Petrol a close second (now 41% of all new cars).
To put this figure into perspective, at the end of H1 2012 Diesel enjoyed a 74% market share compared to Petrol’s 23%. The gap is closing not only in both directions but also from the side with the emergence of Electric & Hybrid engines.
Every month - one thousand six hundred new Electric & Hybrid cars are now rolling off the nation’s forecourts. In Dublin alone, over 4,000 have been sold in the opening six months of 2019. It’s a similar pattern across the major cities. In Cork 1,200 new Electric & Hybrid units were sold. Galway witnessed a 62% year-on-year surge with sales of 435 EVs to date. Meanwhile, Limerick (301) and Waterford (172) all witnessed substantial year-on-year increases.
Among manufacturers, Volvo has announced plans to have 50% of all sales to be fully electric by 2025.
Our internal data also reflects the switch to Electric & Hybrid. Of the 70 million+ car searches that took place on DoneDeal between 181 and 191 (inclusive), 10% were for Electric or Hybrid vehicles. That’s a 244% increase compared to just 2.5 years ago. Interestingly, Petrol searches also grew to 23% from 19% while Diesel searches decreased to 67% from 78%.
In summary, all the key indicators in the new car market point in one clear direction: Electric & Hybrid vehicles are increasingly becoming the preference for consumers. With the Government target of 2030 as the year that 100% of all cars on Irish roads will be Electric, the data contained in this report highlights that consumers are already making the switch.
Martin ClancyDoneDeal
The Motor Industry Review – H1 2019 | 2
Electric car sales surgepast 2018 total
3 | The Motor Industry Review – H1 2019
“ “Green wave here to stay A surge in demand in Ireland for electric and hybrid car sales in 2019 is not an unexpected development but the acceleration in the trend over recent months reflects quickly changing consumer behaviour patterns.
The DoneDeal Motor Report 2019, sponsored by Bluestone Motor Finance, captures this movement with sales of electric and hybrid cars in the first half of the year already outstripping the total sales of such vehicles in 2018. Electric and hybrids now represent 12% of the overall car market, up from 1.5% in 2015. Admittedly, the uplift is off a very low base but the trend is now clear and unmistakeable – organic demand for cleaner and low emissions cars is driving industry change.
A notable finding in the report is the uniformity of demand across the country – all major cities Dublin (4,000 units), Cork (1,200), Galway (435), Limerick (301) and Waterford (172) have seen a surge in electric and hybrid sales in the first half of 2019.
The report also confirms that the significant move back in 2018 towards petrol powered cars over diesel has continued into 2019. Petrol has not led the market since 2008 but at 41% market share in 2019, petrol is now closing in on diesel at 47% (the latter down from a market high in 2012 of 74%).
As an industry, we must be prepared for further change. The Government’s recently launched Climate Action Report aspires to have 1 million electric vehicles on our roads by 2030. It’s a highly ambitious target but public policy over the coming years will be designed with the purpose of altering consumer behaviour. The proposal to increase the carbon tax from €20 per tonne to €80 per tonne, for example, will add 18c a litre on petrol and diesel.
Across multiple industries, consumers are voting with their feet in altering how they live their lives to reflect a growing concern about the impact climate change is having on the environment. This is translating into profound and transformational future impact on industries that use fossil fuels and plastics.
The motor industry is no exception to these developments so we need to be ready to meet new demand. Equally, we must be realistic and ensure that there is an orderly and effective transition with petrol and diesel continuing to have significant roles to play in our national fleet over the coming decade.
Donal MurphyManaging Director – Bluestone
Market SurveyEach quarter, DoneDeal.ie surveys over 1,000 motor market participants, asking them about their sense of the market as a whole and their own intentions. Below are some of the headline results.
Cash is King
Nearly half of all respondents indicated they would pay with cash when purchasing their next car, while just under 1 in 2 will now opt for a bank or credit union loan.
The Motor Industry Review – H1 2019 | 4
Diesel Dominates
More than half of people surveyed favour purchasing a diesel engine. Nearly 1 in 10 of us will opt for an Electric car as our next purchase.
Trade-in
Nearly 6 out of 10 of respondents said they will trade-in their car when purchasing their next vehicle, while just under 1 in 2 will opt to sell their old vehicle privately.
50%
Pay withcash
40%
30%
20%
10%
PCPFinance
When purchasing a new car, what finance will you use?
60%
45%
35%
25%
15%
5%
55%
50%
40%
30%
20%
10%
What type of engine are you most interested in buying?
60%
45%
35%
25%
15%
5%
55%
50%
40%
30%
20%
10%
When purchasing your next car, will you?
60%
Friend/Family Loan
46%
7%
2%
Petrol Diesel Electric Hybrid
22%
52%
9%
17%
Trade-in your old vehicle
Privately Sellyour old vehicle
56%
44%
Bank/CreditUnion Loan
45%
Source: SIMI
DL1,650
-10.37%
MN621
-10.39%
CN822
-8.26%
WH1,067
-12.25%
LD358
-16.16%
LH1,898-2.27%
MH2,273
-12.98%
KE3,045
-17.75%
WW1,658
-13.96%
WX1,922
-13.62%
CW869
-21.07%
KK1,502-9.84%
LS959
-10.71%
OY873
-19.76%
G2,939-9.54%
MO1,344
-10.76%RN675
-9.88%
LM278
-19.42%
CE1,593
-16.29%
T2,159
-11.15%L
2,743-10.51%
C9,999-7.01%
KY1,595
-13.41%
W2,246-4.95%
D34,896-2.29%
SO728
-7.5%
Car Registrations by CountyUnits registered in H1 2019and Y-o-Y (%)
5 | The Motor Industry Review – H1 2019
New Car registrations by countyEvery county experienced negative growth in new car registrations during the opening six months of 2019. Carlow witnessed the largest decline with a 21.07% decrease in sales when comparing H1 2018 and H1 2019. Dublin’s new car sales market is now nearly 3.5x as large as the next best (Cork).
Top 10ManufacturersNumber of new car registrations in H1 2019 by make
RANK MAKE UNITS MKT SHARE YR CHANGE
1 Volkswagen 9,160 10.91% -3.6%
2 Toyota 8,052 9.7% -4.76%
3 Hyundai 7,854 9.48% -4.88%
4 Ford 6,737 9.06% -14.62%
5 Skoda 6,452 7.23% 2.48%
6 Nissan 6,063 7.81% -10.89%
7 Renault 4,904 5.59% 0.74%
8 Kia 4,552 6.02% -13.25%
9 Peugeot 3,724 4.24% 0.78%
10 Audi 2,970 3.87% -11.97%
The Motor Industry Review – H1 2019 | 6
-3.6%Variance
H1 2019
318,749H1 2018
330,784
2015
25,2672019
53,1202018
51,8792017
46,0022016
32,269
Year-on-Year % change in searches by Fuel Type (2018 vs 2019)
Used Imports (Year-by-Year)
110% icrease since 2015
-9%Diesel
74%Electric
15%Hybrid
-1%Petrol
Source: SIMI
Best Selling New Electric CarsH1 2019
Hyundai
Nissan
Volkswagen
Renault
BMW
Kona
Leaf
E Golf
Zoe
I3
728
651
135
126
100
-
263
37
40
26
MAKE MODEL 2019 UNITS 2018 UNITS
Best Selling New Hybrid CarsH1 2019
Toyota
Toyota
Toyota
Toyota
KIA
Corolla
C-HR
Rav 4
Yaris
Niro
2,394
1,626
1218
833
223
-
1369
584
999
225
MAKE MODEL 2019 UNITS 2018 UNITS
Used car transfers
7 | The Motor Industry Review – H1 2019
ŠkodaOctavia
VolkswagenGolf
FordFocus
AudiA4
BMW5 Series
Avg Price 2019€11,562
Avg Depreciation-33%
Avg Price 2019€12,974
Avg Depreciation-35%
Avg Price 2019€10,712
Avg Depreciation-48%
Avg Price 2019€14,730
Avg Depreciation-58%
Avg Price 2019€20,139
Avg Depreciation-61%
Of the most searched cars in H1 2019 - which retained their value the best from when they were new in 2016?
Number of second hand Electric car listings by make
Number of second hand Hybrid car listings by make
Avg List PriceNo. of listings
Diesel car engines make up over 64% of all used car listings on DoneDeal. Hybrid & Electric
listings however have risen from a 0.4% marketshare in 2017 to 1.7% in 2019.
No. ofListings
Avg listPriceDIESEL
ELECTRIC
HYBRID
PETROL
200,996 €20,109+14% YOY
No. ofListings
Avg listPrice823 €19,733
+17% YOY
No. ofListings
Avg listPrice
4,639 €18,500+10% YOY
No. ofListings
Avg listPrice
107,941 €16,462+15% YOY
Number of second hand car listings by fuel type
Nissan
Renault
BMW
Tesla
Hyundai
294
53
15
14
12
301
53
35
13
17
€11,467
€11,252
€23,470
€26,482
€64,448
€12,620
€9,266
€24,361
€53,925
€23,235
MAKE H1 2018 H1 2019 H1 2018 H1 2019
Toyota
Lexus
Honda
Mitsubishi
Mercedes-Benz
3,366
637
631
160
126
1,667
578
827
158
146
€18,727
€23,049
€7,607
€20,995
€26,4818
€18,300
€18,217
€7,308
€20,894
€20,966
MAKE H1 2018 H1 2019 H1 2018 H1 2019
Avg List PriceNo. of listings
Value retention of used vehicles
The Motor Industry Review – H1 2019 | 8
DoneDeal Snapshot of Irish Motor Landscape Year-on-Year market share and annual (%) change H1 2019
REGISTRATIONS H1 2018 H1 2019 % CHANGE
1 Volkswagen 44,774 42,952 -4%
2 Toyota 41,221 38,880 -6%
3 Ford 36,567 35,243 -4%
4 Nissan 21,427 19,761 -8%
5 Audi 18,168 18,006 -1%
6 BMW 17,614 17,875 1%
7 Opel 18,818 16,953 -10%
8 Hyundai 14,048 14,766 5%
9 Renault 15,595 14,493 -7%
10 Peugeot 13,267 11,855 -11%
11 Skoda 11,309 11,637 3%
12 Mercedes-Benz 9,792 9,894 1%
13 KIA 6,690 7,445 11%
14 Honda 7,665 7,119 -7%
15 SEAT 6,108 5,949 -3%
16 Mazda 6,113 5,608 -8%
17 Citroen 5,887 5,597 -5%
18 Vauxhall 5,269 5,545 5%
19 Volvo 4,567 4,529 -1%
20 Suzuki 3,712 3,570 -4%
21 Mitsubishi 3,723 3,437 -8%
22 Fiat 3,896 3,303 -15%
23 Mini 2,426 2,559 5%
24 Lexus 2,448 2,460 0%
25 Dacia 1,602 2,232 39%
26 Saab 1,529 1,226 -20%
27 Chevrolet 1,159 984 -15%
28 Jaguar 905 944 4%
29 Subaru 867 751 -13%
30 Alfa Romeo 628 523 -17%
TOP
30 U
SED
CA
RS
9 | The Motor Industry Review – H1 2019
DoneDeal Snapshot of Irish Motor Landscape Year-on-Year market share and annual (%) change H1 2019
MAKE MODEL 2018 UNITS % SHARE 2019 UNITS % SHARE % CHANGE
1 Nissan Qashqai 3,039 3.5% 2,875 3.6% -5.4%
2 Hyundai Tucson 2,907 3.4% 2,733 3.5% -5.99%
3 Toyota Corolla 1,300 1.5% 2,543 3.2% 95.62%
4 Volkswagen Tiguan 1,962 2.3% 2,235 2.8% 13.91%
5 Skoda Octavia 2,432 2.8% 2,209 2.8% -9.17%
6 Ford Focus 2,467 2.9% 2,101 2.7% -14.84%
7 Hyundai Kona 1,278 1.5% 1,947 2.5% 52.35%
8 Volkswagen Golf 2,547 3.0% 1,905 2.4% -25.21%
9 Toyota Yaris 1,971 2.3% 1,839 2.3% -6.7%
10 Kia Sportage 2,145 2.5% 1,835 2.3% -14.45%
11 Ford Fiesta 1,914 2.23% 1,776 2.24% -7.21%
12 Toyota C-hr 1,740 2.03% 1,775 2.24% 2.01%
13 Nissan Micra 1,590 1.85% 1,743 2.2% 9.62%
14 Renault Clio 1,231 1.43% 1,590 2% 29.16%
15 Volkswagen Polo 1,451 1.69% 1,499 1.89% 3.31%
TOP
15 N
EW R
EGIS
TRAT
ION
STO
P 15
USE
D IM
PORT
S
MAKE MODEL 2018 UNITS % SHARE 2019 UNITS % SHARE % CHANGE
1 Volkswagen Golf 2,957 5.7% 2,879 5.42% -2.64%
2 Ford Focus 2,819 5.43% 2,619 4.93% -7.09%
3 Nissan Qashqai 1,688 3.25% 1,842 3.47% 9.12%
4 Bmw 5 series 1,794 3.46% 1,666 3.14% -7.13%
5 Mercedes-benz E class 1,195 2.3% 1,584 2.98% 32.55%
6 Audi A6 1,207 2.33% 1,495 2.81% 23.86%
7 Audi A4 1,485 2.86% 1,444 2.72% -2.76%
8 Mercedes-benz C class 1,015 1.96% 1,349 2.54% 32.91%
9 Volkswagen Passat saloon 1,517 2.92% 1,191 2.24% -21.49%
10 Bmw 3 series 1,117 2.15% 1,126 2.12% 0.81%
11 Hyundai I30 1,443 2.78% 1,110 2.09% -23.08%
12 Ford Fiesta 968 1.87% 932 1.75% -3.72%
13 Hyundai Tucson 378 0.73% 819 1.54% 116.67%
14 Toyota Prius hybrid 602 1.16% 802 1.51% 33.22%
15 Toyota Yaris 590 1.14% 799 1.5% 35.42%
Source: SIMI
The Motor Industry Review – H1 2019 | 10
Leinster2.5% of all cars advertised in Leinsterare now Hybrid or Electric Vehicles.
Electric Car sales up 250%1,395 new Electric cars were sold in Leinster. At this
period last year just 390 new Electric cars had left the
forecourts.
VW most popular make in LeinsterVolkswagen was the top selling car brand in Leinster
with a 12% market share. Hyundai (9.64%) and Toyota
(9.20%) closed out the top three spots.
DIESEL ELECTRIC HYBRID PETROL
104,666LISTINGS
568LISTINGS
3,615LISTINGS
64,605LISTINGS
Ad lis�ngs by fuel type Leinster
Longford2019 New Cars: 3582019 % Share: 0.7%
Year-on-year change: -16.16%
Westmeath2019 New Cars: 1,0672019 % Share: 2.08%
Year-on-year change: -12.25%
Offaly2019 New Cars: 8732019 % Share: 1.7%
Year-on-year change: -19.76%
Laois2019 New Cars: 959
2019 % Share: 1.87%Year-on-year change: -10.71%
Kilkenny2019 New Cars: 1,502
2019 % Share: 2.93%Year-on-year change: -9.84%
11 | The Motor Industry Review – H1 2019
Used Imports up 6%29,775 used imports were registered in Leinster in
the opening six months of 2019. A 5.93% increase on
2018.
3.2% fall in LCV SalesAcross Leinster light commercial vehicle sales were
down 3.18% for the opening six months of 2019
compared to 2018.
Number of ad’s placed on DoneDeal.ie (Count) in 2019 H1 broken down by county
0
Number of ads posted on DoneDeal by county
Carlow
5K 10K 15K 20K 25K 30K 35K 40K 45K 50K 55K 60K 65K 70K 75K 80K 85K 90K 95K 100K 105K
Dublin
Kildare
Kilkenny
Laois
Longford
Louth
Meath
Offaly
Westmeath
Wexford
Wicklow
Louth2019 New Cars: 1,8982019 % Share: 3.7%Year-on-year change: -2.27%
Dublin2019 New Cars: 34,8962019 % Share: 68%Year-on-year change: -2.29%
Kildare2019 New Cars: 3,0452019 % Share: 5.93%Year-on-year change: -17.75%
Wicklow2019 New Cars: 1,6582019 % Share: 3.23%Year-on-year change: -13.96%
Wexford2019 New Cars: 1,9222019 % Share: 3.75%Year-on-year change: -13.62%
Longford2019 New Cars: 3582019 % Share: 0.7%
Year-on-year change: -16.16%
Westmeath2019 New Cars: 1,0672019 % Share: 2.08%
Year-on-year change: -12.25%
Offaly2019 New Cars: 8732019 % Share: 1.7%
Year-on-year change: -19.76%
Laois2019 New Cars: 959
2019 % Share: 1.87%Year-on-year change: -10.71%
Kilkenny2019 New Cars: 1,502
2019 % Share: 2.93%Year-on-year change: -9.84%
Meath2019 New Cars: 2,2732019 % Share: 4.43%
Year-on-year change: -12.98%
Carlow2019 New Cars: 8692019 % Share: 1.69%
Year-on-year change: -21.07%
The Motor Industry Review – H1 2019 | 12
Number of ads posted on DoneDeal by county
Munster64% of all cars advertised in Munster arefor cars with Diesel engines.
Electric car sales surge 311%427 new Electric cars were sold in Munster in the
opening six months of 2019. A considerable jump from
the 104 EV’s that were sold in H1 2018.
Ford most popular make in MunsterFord was the top selling car brand in Munster with a
12% market share. Toyota (10.14%) and Volkswagen
(9.99%) closed out the top three spots.
DIESEL ELECTRIC HYBRID PETROL
50,541LISTINGS
161LISTINGS
731LISTINGS
27,797LISTINGS
Ad lis�ngs by fuel type Munster
13 | The Motor Industry Review – H1 2019
Used Imports flat11,814 used imports were registered in Munster in
2019, this figure is relatively unchanged from 2018
when 11,809 used imports entered the province.
14% fall in LCV SalesAcross Munster light commercial vehicle sales dropped
by 14% in the opening six months of 2019, compared
to 2018.
Number of ads posted on DoneDeal by county
Clare
5K 10K 15K 20K 25K 30K 35K 40K 45K 50K 55K 60K 65K0
Limerick
Kerry
Tipperary
Cork
Waterford
Number of ad’s placed on DoneDeal.ie (Count) in 2019 H1 broken down by county
Tipperary2019 New Cars: 2,1592019 % Share: 10.62%Year-on-year change: -11.15%
Waterford2019 New Cars: 2,2462019 % Share: 11.04%Year-on-year change: -4.95%
Cork2019 New Cars: 9,9992019 % Share: 49.17%Year-on-year change: -7.01%
Clare2019 New Cars: 1,593
2019 % Share: 7.83%Year-on-year change: -16.29%
Limerick2019 New Cars: 2,7432019 % Share: 13.49%
Year-on-year change: -10.51%
Kerry2019 New Cars: 1,595
2019 % Share: 7.84%Year-on-year change: -13.41%
The Motor Industry Review – H1 2019 | 14
Number of ads posted on DoneDeal by county
Connacht/Ulster29% of all cars advertised in Connacht/Ulster were in Galway
Toyota most popular make in Connacht/UlsterToyota was the top selling car brand in Connacht/
Ulster with a 14% market share. Volkswagen (12%) and
Hyundai (10%) closed out the top three spots.
Electric car sales soar 363%Sales of Electric vehicles soared 363% year-on-year in
Connacht/Ulster. A total of 162 EV’s were sold in the province
in the opening six months of 2019 compared wiith just 35 at
this stage last year.
DIESEL ELECTRIC HYBRID PETROL
32,929LISTINGS
69LISTINGS
305LISTINGS
13,199LISTINGS
Ad lis�ngs by fuel type Connacht/Ulster
15 | The Motor Industry Review – H1 2019
Used Imports down 3.6%11,531 used imports were registered in Connacht/
Ulster during H1 2019, a 3.6% decrease on 2018.
18% drop in LCV SalesAcross Connacht/Ulster light commercial vehicle sales
were down by 18% in the first six months of 2019
when compared to the same time period in 2018.
0
Number of ads posted on DoneDeal by county
Donegal
2K 4K 6K 8K 10K 12K 14K 16K 18K 20K 22K 24K 26K 28K 30K
Sligo
Mayo
Galway
Leitrim
Monaghan
Cavan
Roscommon
Number of ad’s placed on DoneDeal.ie (Count) in 2019 H1 broken down by county
Donegal2019 New Cars: 1,650 2019 % Share: 18.22%
Year-on-year change: -10.37%
Sligo2019 New Cars: 728
2019 % Share: 8.04%Year-on-year change: -7.5%
Mayo2019 New Cars: 1,3442019 % Share: 14.84%
Year-on-year change: -10.76%
Galway2019 New Cars: 2,9392019 % Share: 32.45%
Year-on-year change: -9.54%
Leitrim2019 New Cars: 2782019 % Share: 3.07%Year-on-year change: -19.42%
Monaghan2019 New Cars: 6212019 % Share: 6.86%Year-on-year change: -10.39%
Cavan2019 New Cars: 8222019 % Share: 9.08%Year-on-year change: -8.26%
Roscommon2019 New Cars: 6752019 % Share: 7.45%Year-on-year change: -9.88%
The Motor Industry Review – H1 2019 | 16
Number of ads posted on DoneDeal by county
Over the last number of years, DoneDeal.ie has collected a vast amount of data on the Irish motor market. Each year hundreds of thousands of motors are advertised on the site.
About the Report
The goal of the DoneDeal.ie Motor Report is to use the information in this report to help all actors in the motor market make informed decisions about buying and selling. In addition, because it is freely available, the DoneDeal.ie Motor Report can help inform the media, the general public and policymakers about the latest developments in the motor market.
Methodology and Sample Size
The statistics are based on motors advertised on DoneDeal.ie for a given period in addition to publicly available information about the Irish Motor Industry.
About DoneDeal.ie
DoneDeal.ie is Ireland’s largest motor classifiedsadvertising website with on average one car ad placed every minute.
Disclaimer
The DoneDeal.ie Motor Report is prepared from information that we believe is collated with care, but we do not make any statement as to its accuracy or completeness. We reserve the right to vary our methodology and to edit or discontinue the indices, snapshots or analysis at any time for regulatory or other reasons. Persons seeking to place reliance on any information contained in this report for their own or third party commercial purposes do so at their own risk.
Credits
Marketing and Communications: Martin Clancy Layout and Design: Sayonara Bittencourt
17 | The Motor Industry Review – H1 2019
2019 Dealer Performance161-191 Stock Profile
180KLEADS TO DEALERS
560KSAVED ADS
31MAD VIEWS ON
DEALER STOCK
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- Paul Lyttleton, Director, Barlo Motor Group
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