2014 Car WarsResearch Report
Published June 12, 2014
Attached is the 2014 Car Wars research report produced by Bank of America / Merrill Lynch. The report’s thesis is that an OEM’s product replacement rate and showroom age drives market share shifts and profitability.
Some key takeaways from this year’s report:
1)Replacement cadence is accelerating, with new model launches in 2015 – 2018 well above historical averages
2)OEMs compete now based upon product differentiation, rather than cost or quality (although both remain critical)
3)New model introductions are over-weighted towards trucks & SUVs/CUVs
4)Ford & Honda appear to be poised for share growth, with GM & Hyundai / Kia projected to maintain share
5)Chrysler & Nissan potentially could lose some share
The manufacturer specific data begins on page 19 of the report.
2014 baml car wars (2.13 MB / pdf)