Despite the vitality of the French automobile market, some brands are struggling to convince. Their low popularity raises questions about their strategies and positioning. Discover the manufacturers who have not reached the symbolic bar of 100 sales in 2024. In 2024, the French automobile market saw marked disparities in the performance of manufacturers. While giants like Renault reach peaks with hundreds of thousands of registrations, other brands, more confidential or in difficulty, are content with symbolic figures. Here is a detailed analysis of the brands that sold fewer than 100 vehicles that year.
Confidential sales for a variety of reasons
Maserati, although known for its refinement, has only registered 97 cars in France in 2024. Despite the launch of attractive models such as the Grecale Folgore electric SUV and the new generations of the GranTurismo and GranCabrio, the Italian brand is struggling to attract an elitist audience. . Cadillac, for its part, which made its return to the French market during the year, sold only 98 vehicles. These figures show a mismatch between consumer expectations and the commercial strategies of these historic brands.
| Marque | Flagship models | Sales in 2024 | Weakness factors |
|---|---|---|---|
| Maserati | Grecale Folgore, GranTurismo | 97 | Premium positioning and fierce competition |
| Cadillac | XT6, Escalade | 98 | Late return and lack of notoriety in Europe |
Other brands have also recorded more than confidential sales. Indeed, the Vietnamese Vinfast recorded 94 registrations, a low figure despite its ambition to establish itself in the electric SUV segment. Similarly, Fisker, faced with financial problems, saw its sales plateau at 74 units, notably with its Ocean SUV.. These brands face challenges linked to competition from well-established players and consumer distrust of emerging brands.
Prestigious but marginal brands
Certain prestigious brands like McLaren (36 sales) or Bentley (55 sales) remain very exclusive. These figures can be explained by the ultra-luxurious positioning of their vehicles. On the other hand, Chinese brands like Polestar or Skyworth, although officially absent, have registered a few vehicles (two each), often via isolated imports.
Brands having sold less than 10 cars in 2024 :
- Rolls-Royce: 7 examples
These figures illustrate a lack of penetration in the French market, where loyalty to European and Japanese brands remains strong. The observation for 2024 is clear: these brands are struggling to meet the expectations of the French market. Whether new entrants or historic brands, issues such as price positioning, product offering, or marketing strategy play a key role in these poor performances. At a time when competitiveness is intensifying in the electric and hybrid vehicle segment, these figures could encourage the brands concerned to review their priorities.
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