Chrysler, Ford, Nissan and Hyundai were among the companies reporting double-digit gains from last November, which is normally a lackluster month because of colder weather and holiday distractions. This November, buyers were lured by good deals, improving confidence in the economy and the need to trade in older cars.
“Consumers are just starting to say, ‘It’s time to start spending money again,’” says Larry Dominique, executive vice president of data for the TrueCar.com automotive website.
An early blitz of holiday advertising helped convince some people that it was a good time to buy. Ken Czubay, Ford’s vice president for U.S. sales, says dealers saw the same rise in sales that other merchants did on Black Friday and the Saturday after Thanksgiving.
Industry sales rose 14 percent to 994,721, according to Autodata Corp. It was also the fastest sales pace since August 2009, when the government offered big rebates for drivers to trade in their gas-guzzling clunkers. U.S. sales would hit 13.6 million this year if they stayed at the same pace they did in November. That’s a far better rate than the 12.6 million in the first 10 months of this year.
Car companies expected sales to improve as people who held on to cars during the economic downturn return to the market. The average age of a car on U.S. roads is a record 10.6 years, according to Polk, an auto industry research firm. And the rate of cars that are scrapped has surpassed sales for several years.
Paul Ballew, a former GM chief economist who now works for Nationwide Insurance, notes the level of pent-up demand is unprecedented. “Unless this recovery is derailed, vehicle sales will continue to move upward,” he says.
A better selection of cars at Toyota showrooms also brought more shoppers back into the market. Many buyers spent the summer waiting for those inventories to improve after the March earthquake and tsunami in Japan squeezed supplies, says economist Jenny Lin, who works for Ford Motor Co.
Toyota Motor Corp.’s sales rose 7 percent for the month, the first time the company has seen a year-over-year increase since April. Sales of the subcompact Yaris more than doubled. Sales of the Prius hybrids — which now include the original car as well as the new Prius V wagon — were also strong.