A Decade of Change in Auto Market Share: 1999 – 2009

A Decade of Change in Auto Market Share: 1999 – 2009

With the end of the first decade of the 21st Century upon us, a look back ten years at how market share for automakers has changed paints a tumultuous picture few could have imagined.

In 1999, there had been predictions of consolidations in the industry and changes in market share for the American Big Three, but who would have thought that both GM and Chrysler would go through bankruptcy and see their market share drop by nearly half and that Fords share would decline nearly the same, even as it offered the three bestselling vehicles in the market, including the iconic F-150 pickup truck.

While Big Three declines occurred, Japans major automakers grew exponentially. Toyota Motor Corporation nearly doubled its 1999 8.7 percent market share to 16.9% by the end of 2009. During the same period, Honda went from 6.4% to 11.1%. And Nissan, which had growing pains mid-decade, still managed to nearly double its share, going from 4% in 1999 to 7.4% today.

The most remarkable change, however, has been made by Korean makers Hyundai and Kia, which went from having a meager 1.8% of the market in 1999 to 7.3% market share in 2009! Share for the Hyundai brand alone now exceeds all but six other makes: Nissan, Honda, Toyota, as well as Dodge and Ford.

Overall, the share of the market held by Big Three makers has fallen from 70% of the market in 1999 to 43.9% in 2009, while the share held by import makers has risen to 56.1%. What the next decade holds for the U.S. auto market should be interesting indeed! Next report, December 31, 2019.