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    August U.S. Auto Sales Results & Incentive Spending By Automaker

    It is always hard to read the market when so many automakers do not report sales except quarterly, but as we have heard from the monthly reporting car companies, it looks like the microchip shortage took its toll on sales in August, 2021.

    A few brands showed gains, like Acura, Mazda, Lexus, and Volvo.  Genesis had a huge month versus a year ago, when the Hyundai offshoot was in a bit of disarray with its dealers.

    Toyota led the way again, although sales were down slightly from August 2020.  The chip shortage appears to have had the most impact on Toyota, Ford, and Subaru.

    Total inventory of dealers in August 2021 were well below one million vehicles.  The normal levels are three million plus.

    Sales Numbers


    Here are the August 2021 sales numbers for those automakers that report on a monthly basis, and how they did as compared to August 2020:

     
     
    1. Toyota 160,838    2.4%
    2. Ford 118,189    33%
    3. Honda 100,364   18%
    4. Hyundai:  56,200     4%
    5. Kia:   54,009     5%
    6. Subaru  49,373     15%
    7. Mazda 27,262     5%
    8. Lexus 27,229  1%
    9. Acura 14,292   5%
    10. Volvo 10,686    3%
    11. Lincoln 5,154    44%
    12. Genesis 4,975      266%

     

    Incentive Spending By Automaker


    Automakers spent roughly 40% less in August of 2021 versus August 2020, no surprise given sparse inventories around the country.

    Here is August 2021 incentive spending per vehicle and how it compares to August 2020:

     
    1. BMW $4,029     27%
    2. Daimler-Benz $3,929    29%
    3. General Motors $3,384     39%
    4. Stellantis $2,981    38%
    5. Volkswagen $2,799   38%
    6. Nissan $2,283    50%
    7. Ford $2,234     45%
    8. Kia $2,034 39%
    9. Honda $1,945  26%
    10. Toyota $1,825   34%
    11. Hyundai $1,503   39%
    12. Subaru $1,192   36%


    Photo: Earlier this summer Toyota Kentucky  recently produced its 10 millionth Camry, representing one of America’s best-selling vehicles of all time.  Credit: Toyota.