Mike Smitka, Economics, Washington & Lee Univ
Toyota will eliminate the Scion brand; Ford is withdrawing from Japan. In the US, Suzuki, Hummer, Pontiac, Plymouth, Mercury, Oldsmobile, Isuzu, Renault, Yugo, Saturn, Hyundai (since returned) and others vanished years ago. Excluding upscale marques, today only 2 other brands have market shares in the US below Dodge's 3.5%: Fiat at 0.2%, and Mitsubishi at 0.6%. Meanwhile Scion averaged 0.3% for the whole of 2015, and hasn't been consistently above 0.5% since hovering near the 1% level under the high gas price era that ended in 2008. The Fiat 500 had the misfortune to launch even later, in 2011. Now my categories are arbitrarily mine. BMW's Mini is also at 0.2%, but the base two-door starts at $20,000 while net of current rebates the Fiat 500 starts at $15,000. Even the Chrysler brand, which to me is not now particularly upscale, has a 1.6% market share.