FI showroom red and grey logo
MenuMENU
SearchSEARCH

Edmunds.com Sees Rough Road Ahead

This month's new-car sales (including fleet sales) are expected to be approximately 1.171 million units, a 19.3 percent increase from April 2010 but a 6 percent decrease from March 2011, according to Edmunds.com.

by Staff
April 29, 2011
4 min to read


SANTA MONICA, Calif. — This month's new-car sales (including fleet sales) are expected to be approximately 1.171 million units, a 19.3 percent increase from April 2010 but a 6 percent decrease from March 2011, according to Edmunds.com. Retail sales are expected to be approximately 942,000 units, down from approximately 975,000 last month.

Edmunds.com analysts predict that April's seasonally adjusted annualized rate will be 13.3 million, up from 13.1 in March 2011. SAAR for retail sales will increase over last month to about 10.7 million in April.

Ad Loading...

Average automaker incentives in the U.S. are estimated to be $2,100 per vehicle sold in April 2011, down $268, or 11.3 percent, from March 2011, and down $533, or 20.2 percent, from April 2010.

“As inventories rapidly deteriorate, April could be the last month that we’ll see strong sales numbers until late summer or early fall,” said Edmunds.com Senior Analyst Jessica Caldwell. “May and June are traditionally high-volume months, and with anticipated supply constraints – especially on the fuel-efficient vehicles that have been in higher demand with spiked gas prices – inventories will be exhausted further. The big unknown is how this market will adjust to supply restrictions, when demand has been the key problem for the past three years.”

April 2011 had 27 selling days, one more than last April 2010. The chart below provides month-over-month comparisons:


Change from
April 2010
(Adjusted for
one more
selling day)

Change from
April 2010
(Unadjusted for
one more
selling day)

Change from
March 2011
(Same number of
selling days)

Chrysler

21.6%

17.1%

-4.4%

Ford

14.0%

9.8%

-10.2%

GM

19.6%

15.2%

6.3%

Honda

14.1%

9.8%

-3.0%

Nissan

29.5%

24.7%

-31.8%

Toyota

6.3%

2.4%

-5.0%

Industry Total

19.3%

14.9%

-6.0%

The combined monthly U.S. market share for Chrysler, Ford and General Motors (GM) domestic nameplates is estimated at 45 percent in April 2011, down from 45.5 percent in April 2010 but up from 43.4 percent in March 2011.

“General Motors is poised to regain the sales crown in April after Ford briefly wrested it away in March,” said Edmunds.com Senior Analyst Michelle Krebs. “In fact, GM was the only major automaker to show a month-to-month sales increase over March, even as it — along with the rest of the industry — pulled back a bit on incentive spending.”

Ad Loading...

Edmunds.com predicts GM will sell 219,700 units in April 2011, up 19.6 percent compared to April 2010 and up 6.3 percent from March 2011. GM's market share is expected to be 18.8 percent of new vehicle sales in April 2011, up from 18.7 percent in April 2010 and up from 16.6 percent in March 2011.

Edmunds.com predicts Ford will sell 191,000 units in April 2011, up 14.0 percent compared to April 2010 but down 10.2 percent from March 2011. This would result in a new car market share of 16.3 percent of new car sales in April 2011 for Ford, down from 17.1 percent in April 2010 and down from 17.1 percent in March 2011.

Edmunds.com predicts Chrysler will sell 116,400 units in April 2011, up 21.6 percent compared to April 2010 but down 4.4 percent from March 2011. This would result in a new car market share of 9.9 percent for Chrysler in April 2011, up from 9.7 percent in April 2010 and up from 9.8 percent as in March 2011.

Edmunds.com predicts Honda will sell 129,700 units in April 2011, up 14.1 percent from April 2010 but down 3.0 percent from March 2011. Honda’s market share is expected to be 11.1 percent in April 2011, down from 11.6 percent in April 2010 but up from 10.7 percent in March 2011.

Edmunds.com predicts Nissan will sell 82,600 units in April 2011, up 29.5 percent from April 2010 but down 31.8 percent from March 2011. Nissan's market share is expected to be 7.1 percent in April 2011, up from 6.5 percent in April 2010 but down from 9.7 percent in March 2011.

Ad Loading...

Edmunds.com predicts Toyota will sell 167,400 units in April 2011, up 6.3 percent from April 2010 but down 5.0 percent from March 2011. Toyota's market share is expected to be 14.3 percent in April 2011, down from 16.0 percent in April 2010 but up from 14.1 percent in March 2011.

 

More F&I

Man holding magnifying glass over sales volume paper.
F&IMay 29, 2026

Why Your F&I PVR Is Misleading You

Here’s a handy checklist of the numbers to track in 2026 instead.

Read More →
Photo of woman typing on a laptop as she sits on a couch
F&Iby Hannah MitchellMay 29, 2026

Auto Consumer Anxiety Presents Opportunity

A survey of U.S. drivers found the majority are concerned about finances and the economy, but those fears make many ready to buy vehicle-protection products.

Read More →
Dustin Gingerich standing on stage giving a presentation
F&Iby Lauren LawrenceMay 28, 2026

Humble and Hungry: 12 Rules for an F&I Life

Dustin Gingerich, with a decade in the F&I business under his belt, shares his thoughts on leadership, building trust with customers, and the importance of learning and innovation.

Read More →
Ad Loading...
Photo of businessman's hands resting on files on a desk
F&Iby John TabarMay 27, 2026

Focus on the Opening

F&I managers must learn as much as possible about their customers, starting before they walk into their offices. The bulk of today’s consumers expect that, and good results will follow.

Read More →
Photo of a three-seat vehicle back seat
F&Iby Hannah MitchellMay 22, 2026

F&I Reaches for the Sky

The increasingly important profit center continued making gains in the first quarter, according to StoneEagle data, ancillary products proving more popular as consumers hold onto their buys longer.

Read More →
Cover image for a BOK Financial report titled “Timing the market: How avoiding volatility entirely can hurt long-term reinsurance program performance.” The image shows several road construction barricades with flashing amber warning lights lined up in a nighttime work zone. Beneath the image, red text explains that avoiding volatility can mean falling behind inflation and missing market rebounds that drive long-term surplus growth. The BOK Financial logo appears at the bottom right.
SponsoredMay 8, 2026

Timing the Market Can Hurt Long-Term Program Performance

For dealer-owned reinsurance entities, avoiding volatility entirely can mean falling behind inflation and missing market rebounds that drive long term surplus growth. Missing just a handful of strong market days can materially impact cumulative returns—an important reminder for long horizon trust and investment strategies.

Read More →
Ad Loading...
Ryan Ruff, The 90/10 Rule, Automotive Training Academy, Sales Series
F&IMay 6, 2026

The 90/10 Rule

In this video, Ryan Ruff explains the rule that elite sales professionals use to turn ordinary conversations into unforgettable customer experiences.

Read More →
Photo of essential oil diffuser on desk next to laptop
F&IMay 4, 2026

Your Office Is Talking

What’s the atmosphere saying about you to your customers? You can make minor adjustments and additions that transform your space into one that creates trust with the people on the other side of the desk.

Read More →
"Effective training ensures the customer’s needs remain at the heart of everything we do. When that is the focus, both sales and profits naturally improve." by Rick McCormick with F&I and Showroom logo and picture of Rick McCormick
F&IMay 1, 2026

F&I Training Fundamentals

How can auto dealerships help F&I managers fulfill their vital role in the most effective ways? Industry expert Rick McCormick shares his insights on the best ways to train these professionals and help them maintain good habits.

Read More →
Ad Loading...
Photo of car tire and the tread mark it left in snow
F&Iby Hannah MitchellApril 29, 2026

Not Just Any Tire Will Do

More consumers and businesses are opting for all-season options for various reasons as safety, sustainability and convenience push practical change.

Read More →