Berstein Research's analysis shows which models sell the most for brands. Yes, loss, because not all models make a profit for the brands.
Make no mistake, building and marketing automobiles is a growing business across the globe and, like all businesses, is profit-oriented. However, there are strategic models or failed models. Strategic models are used to develop technology, promote the brand name and component manufacturers. Failed models, on the other hand, are what they are: a sales failure, therefore, a major headache. The numbers that follow may impress the most spared, but when it comes to direct losses from the sale of each model, these numbers are really true:
At Volkswagen , selling a Bugatti Veyron is $6.27 million in loss – $6.27 million on each unit! The Bugatti Veyron leads the loss per unit sold. But he's not alone: the VW Phaeton, on sale since 2001, causes $38,000 in losses for every unit sold (38,252). At Renault there are also surprises (or maybe not…), with the Renault Vel Satis bringing back bad memories: 25 thousand dollars in losses for each unit (25,459).
THE Peugeot does not escape, remember the 1007? $20,000 in damage per unit. But the list goes on for losses per unit sold (in thousands of dollars): Audi A2 (10,247), Jaguar X-Type (6.376), smart ForTwo (6.080), Renault Laguna (4.826), Fiat Stilo (3.712) and the previous one Mercedes Class A (1962).
Berstein Research's analysis also balances total losses during the production period of these models:
Smart (1997-2006): 4.55 billion dollars
Fiat Stilo (2001-2009): 2.86 billion dollars
Volkswagen Phaeton: 2.71 billion dollars
Peugeot 1007 (2004-2009): 2.57 billion dollars
Mercedes Class A (former model): 2.32 billion dollars
Bugatti Veyron: 2.31 billion dollars
Jaguar X-Type: 2.31 billion dollars
Renault Lagoon: 2.1 billion dollars
Audi A2: 1.93 billion dollars
Renault Vel Satis: 1.61 billion dollars
The Smart Fortwo is the car that has done the most damage in the last 20 years. This breakdown in the accounts is due to high production costs. Sales, although apparently high, cannot cover production costs, as they are actually 40% below the expected volume.
Text: Diogo Teixeira