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.

Associated Files

2014 baml car wars (2.13 MB / pdf)

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