The first quarter of 2024 saw mixed sales results for several popular vehicle models in the United States. Volkswagen experienced a surge in demand for its hot hatchbacks, with GTI sales skyrocketing 156% to 2,412 units and Golf R sales climbing 125% to 1,233 units compared to Q1 2023.[1] This spike could be attributed to the impending discontinuation of manual transmissions for these models later in 2024, as enthusiasts rushed to get the last stick shift versions.
In contrast, Ford faced challenges with some of its iconic nameplates. The rugged Bronco SUV suffered a 25.8% sales decline to 24,066 units, falling behind the Jeep Wrangler's 38,308 units.[2] Even the legendary Mustang saw a 6.8% dip to 13,707 sales, though it remains the segment leader after Dodge discontinued the Challenger. Ford's F-Series pickups also slumped 10.2% to 152,943 units, but still outsold the Chevy Silverado.
Mazda faced significant headwinds with its beloved MX-5 Miata sports car, as sales plunged 45.5% to just 1,411 units in Q1 2024.[3] The soft-top version was hit particularly hard with a 66% drop, while the hardtop RF model fared slightly better at a 23.5% decline. This downturn comes after a strong 2023 when Miata sales grew 45.4%.
However, not all was gloomy for the automakers. Ford's crossover SUVs like the Edge (up 73.3%) and Escape (up 73%) posted impressive gains, as did the compact Maverick truck with an 81.9% surge.[2] Mazda is optimistic the updated "ND3" Miata with mechanical improvements could revive sales later in 2024.[3] And Volkswagen is expected to give the GTI and Golf R power boosts for 2025 to maintain their appeal.[1]
While shifting consumer preferences played a role, production constraints and model changeovers likely impacted some models' Q1 performance. As automakers navigate supply chain issues and accelerate their electric vehicle plans, the sales landscape remains dynamic heading into the rest of 2024.