The DoneDeal Motor Industry Review€¦ · Diesel car engines make up over 60% of all used car...

An analysis of trends in the Irish car sales market for 2018

The DoneDealMotor Industry Review

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“

Diesel dips to lowest market share in a decade.

2018 was the year that Petrol made its comeback. Following years of decreased interest, higher fuel tax and public preference for Diesel, Petrol made considerable gains over the last twelve months.

Year-on-year, new Petrol car sales grew by close to

20% to a total of 48,309 units or 38% of the entire

market. Diesel sales, which in 2012 accounted for

74% of the new car market are now responsible for

just 54%.

For every hundred new cars rolling off the nation’s

forecourts, seven are either Electric or Hybrid

vehicles, an all-time high for the new engine

technology.

Petrol’s resurgence is becoming increasingly evident,

mostly at Diesel’s expense. For instance, Petrol’s 2018

new car sales market share is its largest since 2008

when Petrol sales were responsible for 41% of the

market. The total Petrol car units sold in 2018 is also

the largest volume of Petrol car sales in Ireland since

2008, after which, new motor taxation combined with

the 8 cent petrol excise duty saw preference switch

decidedly to Diesel.

In the used car market, Volkswagen continues to lead

the way as the most popular car make with a total of

87,992 Volkswagen’s changing hands during 2018.

Toyota (73,834) and Ford (71,882) were next best

with Nissan and Audi rounding out the top five.

During 2018, over 75,000 used Diesel’s were

imported to Ireland – that’s a 99% increase on the

figure from 2015. Of the total volume of imported

cars, Diesel now makes up 85% of the market with

petrol a distant second at 14% and Hybrid/Electric at

just 1%.

On the other side of the scale, Hybrid car ads sky-

rocketed 88% year-on-year. Electric listings rose by

18% during the same period while just over 2 million

Electric car searches took place on DoneDeal in 2018,

compared to 975,000 for the same period last year –

a rise of 110%.

As part of this report, we also conducted depreciation

analysis on used cars to identify, which retained their

value the most from when they were new in 2015.

The Skoda Octavia emerged on top for the second

time running, with an average depreciation of 22%

since 2015. Next best was the Volkswagen Golf (27%),

followed by the Ford Focus (36%).

Of the 70 million+ car searches that took place

on DoneDeal in 2018 a clear trend is emerging.

As mentioned, Electric car searches are up 110%

The Motor Industry Review for 2018 | 2

Petrol’s High-Octane Year

Market SurveyAs part of this report, DoneDeal surveyd 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 1 in 3 will now opt for a bank or credit union loan.


year-on-year, Hybrid searches have grown by 83%

while Diesel searches are down 14% in the same

period. This decline is a reflection in consumer search

behaviour, but what must be pointed out is that Diesel

is still the most searched for engine type, albeit with

a steady incremental decline in year-on-year searches

and new car sales. The dip in Diesel is becoming

clearly evident while Petrol’s popularity has grown to a

decade long high.

3 | The Motor Industry Review for 2018

Diesel Dominates

More than half of people surveyed favour purchasing a diesel engine, however, this is a 10% decrease when compared with our June 2018 survey.

Trade-in

Nearly 6 out of 10 of respondents said they will trade-in their car when purchasing their next vehicle, while 1 in 3 will opt to privately sell their old vehicle.

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%

45%

35%

25%

15%

5%

55%

Hire Purchase

Friend/Family Loan

41.5%

13.0%

9.2%

2.7%

Petrol Diesel Electric Hybrid

22.6%

52.1%

6.1%

19.2%

Trade-in your old vehicle

Privately Sellyour old vehicle

59.8%

20.9%

Not Applicable

19.3%

Bank/CreditUnion Loan

33.5%

Car Registra�onsby County

Top 10 ManufacturersNumber of new car registra�ons in 2018 by make

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Volkswagen

Toyota

Hyundai

Ford

Nissan

Skoda

Kia

Renault

Peugeot

Audi

RANK MAKE 2018 UNITS MKT SHARE

13,775

12,037

11,633

11,288

9,701

9,116

7,326

7,176

5,596

4,919

10.97

9.59

9.27

8.99

7.73

7.26

5.83

5.72

4.46

3.92

YR CHANGE

-0.4%

-5.1%

-2.4%

-7.8%

-6.3%

1.0%

2.72%

-13.8%

43.89%

-11.27%

Units registered and Y-o-Y(%) difference 2018

ource: SIMI

MN995

-5.42%

CN1,251

-15.81%

WH1,786-5.4

LD599

-6.55%

LH2,7960.79%

MH3,707-4.95%

KE5,3010.44%

WW2,723-1.63%

WX3,1743.42%

CW1,5460.32%

KK2,340-2.78%

LS1,508-1.24%

OY1,540-1.09%

G4,759

-3.31%

MO2,168

-4.79%

SO1,085-5.41%

DL2,599

-11.69%

RN1,050

-12.57%

LM484

-12.16%

CE2,667-2.27%

T3,325-6.6%

L4,311

-4.05%

C15,223-7.85%

KY2,660-5.67%

W3,289-4.5%

D52,671-3.95%

Car Registrations by CountyEvery county with the exceptions of Carlow, Kildare, Louth and Wexford have experienced negative growth in new car registrations so far this year.

The Motor Industry Review for 2018 | 65 | The Motor Industry Review for 2018

ŠkodaOctavia

VolkswagenGolf

FordFocus

AudiA4

BMW5 Series

Avg Price 2018€13,589

Avg Depreciation-22%

Avg Price 2018€14,497


Avg Price 2018€12,740


Avg Price 2018€16,776


Avg Price 2018€23,213


Of the most searched cars in 2018 - which retained their value the best from when they were new in 2015?

Number of second hand Electric car listings by make

Number of second hand Hybrid car listings by make

Nissan

Renault

BMW

Hyundai

Tesla

486

107

39

42

15

580

112

58

26

22

€11,467

€17,064

€23,866

€24,440

€67,793

€13,762

€12,094

€25,371

€26,371

€62,657

Avg List PriceNo. of listings

MAKE 2017 2018 2017 2018

Toyota

Lexus

Honda

Mitsubishi

Mercedes

2,147

1,002

761

69

157

4,735

1,242

1,158

409

251

€15,047

€22,477

€7,725

€27,730

€27,268

€17,500

€21,815

€7,045

€20,337

€26,714

Avg List PriceNo. of listings

MAKE 2017 2018 2017 2018

Diesel car engines make up over 60% of all used car listings on DoneDeal. Hybrid listings howev-er have risen from a 0.4% market share in 2017

to nearly 1.5% in 2018.

No. ofListings

Avg listPriceDIESEL

ELECTRIC

HYBRID

PETROL

626,660 €15,414+14% YOY

No. ofListings

Avg listPrice977

€17,825+19% YOY

No. ofListings

Avg listPrice

9,211 €17,817+12% YOY

No. ofListings

Avg listPrice

230,311 €8,109+39% YOY

Number of second hand car listings by fuel type

-3.6%Variance

*Source NVF Data 2017 vs 2018

2018

640,3262017

664,253

Year-on-Year % change in searches by Fuel Type (2017 vs 2018)

-13.92%Diesel

109.98%Electric

83.32%Hybrid

1.44%Petrol

“*Soucre: SIMI

75,425 used Diesel’s were importedinto Ireland during 2018 – a 99%

increase on 2015

Car Fuel Types 2018

% of searcheson DoneDeal

NewCars

ImportedCars

55%Diesel

44%Petrol

1%Electric/Hybrid

71%Diesel

22%Petrol

7%Electric/Hybrid

85%Diesel

14%Petrol

1%Electric/Hybrid


Value retention of used vehicles


Used car transfers

DoneDeal Snapshot of Irish Motor Landscape Year-on-year market share and annual change (%) 2018

The Motor Industry Review for 2018 | 109 | The Motor Industry Review for 2018

MAKE H1 2017 H2 2017 2017 H1 2018 H2 2018 2018 % CHANGE

1 Volkswagen 47,986 42,666 90,652 46,742 41,250 87,992 -3%

2 Toyota 41,022 35,605 76,627 39,692 34,142 73,834 -4%

3 Ford 40,120 34,520 74,640 38,251 33,631 71,882 -4%

4 Nissan 23,902 19,705 43,607 22,408 18,530 40,938 -6%

5 Audi 20,141 17,910 38,051 19,912 17,802 37,714 -1%

6 BMW 19,850 17,315 37,165 18,908 17,263 36,171 -3%

7 Opel 20,387 16,813 37,200 18,225 15,560 33,785 -9%

8 Renault 17,013 14,076 31,089 15,376 13,224 28,600 -8%

9 Hyundai 13,768 12,045 25,813 14,905 12,902 27,807 8%

10 Peugeot 15,866 13,405 29,271 13,616 11,740 25,356 -13%

11 Skoda 10,560 9,090 19,650 11,200 10,017 21,217 8%

12 Mercedes-benz 10,918 8,978 19,896 10,307 9,054 19,361 -3%

13 Honda 8,721 7,604 16,325 8,092 6,933 15,025 -8%

14 Kia 6,157 5,460 11,617 7,027 6,237 13,264 14%

15 Vauxhall 6,552 6,244 12,796 6,422 5,898 12,320 -4%

16 Mazda 6,898 5,713 12,611 6,339 5,593 11,932 -5%

17 Citroen 6,536 5,869 12,405 6,285 5,478 11,763 -5%

18 Seat 6,567 5,531 12,098 6,182 5,415 11,597 -4%

19 Volvo 4,832 4,566 9,398 4,981 4,510 9,491 1%

20 Fiat 4,860 4,061 8,921 3,971 3,444 7,415 -17%

21 Suzuki 3,702 3,415 7,117 3,785 3,521 7,306 3%

22 Mitsubishi 3,281 2,656 5,937 2,880 2,590 5,470 -8%

23 Mini 2,546 2,423 4,969 2,641 2,564 5,205 5%

24 Lexus 2,583 2,332 4,915 2,756 2,321 5,077 3%

25 Landrover 1,563 1,432 2,995 1,594 1,376 2,970 -1%

26 Saab 1,860 1,615 3,475 1,558 1,353 2,911 -16%

27 Dacia 1,160 971 2,131 1,501 1,343 2,844 33%

28 Chevrolet 1,194 1,017 2,211 1,128 998 2,126 -4%

29 Jaguar 921 857 1,778 975 899 1,874 5%

30 Subaru 946 927 1,873 862 775 1,637 -13%

TOP

30 U

SED

CA

R

MAKE MODEL 2017 UNITS % SHARE 2018 UNITS % SHARE % CHANGE

1 Hyundai Tucson 4,892 3.7% 4,026 3.2% -17.7%

2 Nissan Qashqai 4,196 3.2% 4,004 3.2% -4.58%

3 Ford Focus 3,850 2.9% 3,777 3.0% -1.9%

4 Volkswagen Golf 4,321 3.3% 3,760 3.0% -12.98%

5 Skoda Octavia 3,980 3.0% 3,357 2.7% -15.65%

6 Kia Sportage 3,066 2.3% 2,875 2.3% -6.23%

7 Volkswagen Tiguan 2,480 1.9% 2,875 2.3% 15.93%

8 Toyota Yaris 2,881 2.2% 2,855 2.3% -0.9%

9 Ford Fiesta 3,217 2.5% 2,724 2.2% -15.32%

10 Toyota C-Hr 1,966 1.5% 2,505 2.0% 27.42%

11 Volkswagen Polo 2,037 1.55% 2,268 1.81% 11.34%

12 Nissan Micra 1,671 1.27% 2,186 1.74% 30.82%

13 Peugeot 3008 1,124 0.86% 2,142 1.71% 90.57%

14 Toyota Auris 1,885 1.44% 2,122 1.69% 12.57%

15 Toyota Corolla 2,790 2.12% 1,988 1.58% -28.75%

TOP

15 N

EW R

EGIS

TRAT

ION

STO

P 15

USE

D IM

PORT

S

MAKE MODEL 2017 UNITS % SHARE 2018 UNITS % SHARE % CHANGE

1 Volkswagen Golf 5,837 6.25% 5,712 5.67 -2.14%

2 Ford Focus 6,282 6.72% 5,474 5.43 -12.86%

3 Bmw 5 Series 2,433 2.6% 3,308 3.28 35.96%

4 Nissan Qashqai 2,920 3.12% 3,252 3.23 11.37%

5 Volkswagen Passat Saloon 2,948 3.15% 2,809 2.79 -4.72%

6 Audi A4 2,907 3.11% 2,792 2.77 -3.96%

7 Mercedes-Benz E Class 2,047 2.19% 2,560 2.54 25.06%

8 Hyundai I30 2,373 2.54% 2,528 2.51 6.53%

9 Audi A6 2,258 2.42% 2,283 2.27 1.11%

10 BMW 3 Series 1,797 1.92% 2,230 2.21 24.1%

11 Mercedes-Benz C Class 1,508 1.61% 2,155 2.14 42.9%

12 Ford Fiesta 1,952 2.09% 1,958 1.94 0.31%

13 Toyota Auris 1,766 1.89% 1,718 1.71 -2.72%

14 Skoda Octavia 1,379 1.48% 1,628 1.62 18.06%

15 Opel Insignia 1,980 2.12% 1,592 1.58 -19.6%

Leinster54% of all cars advertised in Leinsterwere in Dublin


VW most popular make in LeinsterVolkswagen was the top selling car brand in Leinster

with an 11% market share. Hyundai (9.10%) and

Toyota (8.48%) closed out the top three spots.

Used Imports up 12%55,303 used imports were registered in Leinster in

2018, an 11.63% rise on 2017.

Louth2018 New Cars: 2,7962018 % Share: 3.51%Year-on-year change: 0.79%

Dublin2018 New Cars: 52,6712018 % Share: 66.09%Year-on-year change: -3.95%

Kildare2018 New Cars: 5,3012018 % Share: 6.65%Year-on-year change: 0.44%

Wicklow2018 New Cars: 2,7232018 % Share: 3.42%Year-on-year change: -1.63%

Wexford2018 New Cars: 3,1742018 % Share: 3.98%Year-on-year change: 3.42%

Longford2018 New Cars: 599

2018 % Share: 0.75%Year-on-year change: -6.55%

Westmeath2018 New Cars: 1,7862018 % Share: 2.24%

Year-on-year change: -5.4%

Offaly2018 New Cars: 1,5402018 % Share: 1.93%


Laois2018 New Cars: 1,5082018 % Share: 1.89%


Kilkenny2018 New Cars: 2,3402018 % Share: 2.94%


Carlow2018 New Cars: 1,546

2018 % Share: 1.94Year-on-year change: 0.32%

Meath2018 New Cars: 3,7072018 % Share: 4.65%



7% rise in LCV SalesAcross Leinster light commercial vehicle sales were

up by 6.66% in 2018 when compared to 2017.

HCV sales down 2.9%Overall sales of heavy commercial vehicles were

down 2.89% year-on-year across Leinster.

DIESEL ELECTRIC HYBRID PETROL

193,624LISTINGS

727LISTINGS

6,452LISTINGS

132,381LISTINGS

Ad lis�ngs by fuel type Leinster

Number of ad’s placed on DoneDeal.ie (Count) in 2018 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 60K 70K 80K 90K 100K 120K 140K 160K 180K

Dublin

Kildare

Kilkenny

Laois

Longford

Louth

Meath

O�aly

Westmeath

Wexford

Wicklow

Munster42% of all cars advertised in Munster were in Cork


Ford most popular make in MunsterFord was the top selling car brand in Munster with a

12.19% market share. Toyota (10.64%) and Volkswagen

(10.08%) closed out the top three spots.

Used Imports up 7%22.873 used imports were registered in Munster in

2018, a 7.07% rise on 2017.

Tipperary2018 New Cars: 3,3252018 % Share: 10.56%Year-on-year change: -6.6%

Waterford2018 New Cars: 3,2892018 % Share: 10.45%Year-on-year change: -4.5%

Cork2018 New Cars: 15,2232018 % Share: 48.37%Year-on-year change: -7.85%

Clare2018 New Cars: 2,6672018 % Share: 8.47%


Limerick2018 New Cars: 4,3112018 % Share: 13.71%


Kerry2018 New Cars: 2,6602018 % Share: 8.45%



2% rise in LCV salesAcross Munster light commercial vehicle sales were up

by 2.06% in 2018 when compared to 2017.

HCV sales down 2% Overall sales of heavy commercial vehicles were down

2.02% year-on-year across Munster.


88,540LISTINGS

150LISTINGS

2,653LISTINGS

57,110LISTINGS

Ad lis�ngs by fuel type Munster

0


Clare

5K 10K 15K 20K 25K 30K 35K 40K 45K 50K 55K 60K 65K

Limerick

Kerry

Tipperary

Cork

Waterford

Connacht/Ulster30% of all cars advertised in Connacht/Ulster were in Galway


Used Imports static22,579 used imports were registered in Connacht/

Ulster in 2018, a 0.13% rise on 2017.

Toyota most popular make in Connacht/UlsterToyota was the top selling car brand in Connacht/Ulster with

a 13.43% market share. Volkswagen (12.81%) and Hyundai

(9.69%) closed out the top three spots.

Leitrim2018 New Cars: 4842018 % Share: 3.36%Year-on-year change: -12.16%

Monaghan2018 New Cars: 9952018 % Share: 6.91%Year-on-year change: -5.41%

Cavan2018 New Cars: 1,2512018 % Share: 8.69%Year-on-year change: -15.81%

Roscommon2018 New Cars: 1,0502018 % Share: 7.3%Year-on-year change: -12.57%

Donegal2018 New Cars: 2,5992018 % Share: 18.06%


Sligo2018 New Cars: 1,0852018 % Share: 7.54%


Mayo2018 New Cars: 2,1682018 % Share: 15.06%


Galway2018 New Cars: 4,7592018 % Share: 33.07%



6% rise in LCV SalesAcross Connacht/Ulster light commercial vehicle sales

were up by 6.02% in 2018 when compared to 2017.

HCV sales up 12%Overall sales of heavy commercial vehicles were up

12.04% year-on-year across Connacht/Ulster.


60,128LISTINGS

84LISTINGS

618LISTINGS

26,345LISTINGS

Ad lis�ngs by fuel type Connacht/Ulster

0


Donegal

2K 4K 6K 8K 10K 12K 14K 16K 18K 20K 22K 24K 26K 28K 30K

Sligo

Mayo

Galway

Leitrim

Monaghan

Cavan

Roscommon

Over the last number of years, DoneDeal.ie has collected a vast amountof data on the Irish motor market. Each year hundreds of thousands of motors are advertised on the site.

About the ReportThe 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 SizeThe 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.ieDoneDeal.ie is Ireland’s largest motor classifieds advertising website with on average one car ad placed every minute.

DisclaimerThe 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.

CreditsMarketing and Communications: Martin Clancy Layout and Design: William Tector


2018 Dealer Performance

�Since joining DoneDeal we have seen a significant increase in leads to our dealerships. The uplift is most definitely attributed to the performance of the site, as well as the the high quality account management we receive

2.54MSAVED ADS

21% increase from 2017

-Paul Lyttleton, Director, Barlo Motor Group

279KLEADS TO DEALERS38% increase from 2017

145MAD VIEWS ON DEALER STOCK

11% increase from 2017

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The DoneDeal Motor Industry Review€¦ · Diesel car engines make up over 60% of all used car...

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