Data from Dealer Auction’s Retail Margin Monitor for September 2024 has revealed a 50-50 split between premium and mainstream models for the first time on record. Not only did mainstream models gain more ground, but two of the models were also top 10 debutantes. The Volkswagen Tiguan and Dacia Duster placed fifth and ninth, with average retail margins of £2,600 and £2,400, respectively. They were joined by the Kia Sorento (in fourth; £2,800) for the first time since June 2022, the Toyota RAV4 (eighth; £2,425) for the first time since July 2023 and also the Hyundai Tucson (tenth; £2,325).
Dealer Auction’s Marketplace Director, Kieran TeeBoon, commented: “This is the biggest shake-up we’ve seen in the Retail Margin Monitor since its launch. Beyond the usual suspects in the first three spots, premium models were challenged by mainstream models – specifically family-friendly SUVs. They’ve even knocked stalwarts like the Mercedes-Benz C-Class out of the table for the first time since July 2023. Could this be a new trend? We encourage dealers to keep an eye on the data to see which models are proving popular with consumers and stock up accordingly!”
Despite the shake-up in the overall chart, the top three models remained consistent with the trends of the year so far – albeit with some shuffling. The Range Rover Evoque moved to the top of the charts for the second time this year with an average retail margin of £3,650, usurping the Discovery Sport, which has proven the top profit-maker seven out of the nine months in 2024 so far. The Volvo XC60 followed in third, with an average retail margin of £2,850.
The Discovery Sport remained the fastest seller of the top 10 for the third consecutive month, selling in 25 days on average. Indeed, time to speed was a metric to watch this month, with four models selling in under 30 days.
At brand level, Land Rover proved the top profit-making brand once more – a position it’s held since March 2023 – with an average margin of £2,700. Premium brands dominated the chart, with mainstream brands still confined to the lower half of the top 10.
Interestingly, premium brand Mazda dropped out of the top 10 for the first time this year, but with select models still performing well, it would be premature for dealers to act on this, says TeeBoon.
He concluded: “Overall, it’s clear that mainstream brands shouldn’t be underestimated. The data speaks for itself! This month, we’ve seen several family-friendly models stake a claim in the top 10, clearly showing that the opportunity is there for savvy dealers. Acting on the available insights will give dealers the confidence to leverage profit opportunities from both the consistently high-ranking products and these unique opportunities for extra profit.”
Commenting, Richard Walker, Auto Trader’s Data & Insights Director, said: “Despite potential disruption, distractions, and uncertainties this year, the used car market in 2024 has been very consistently robust. Neither the General Election, the Olympics, nor the Euros have been able to stifle used car demand, and as we enter the closing months of the year, it’s very reassuring to see no indication of that trend softening anytime soon. Although the used car market is healthy, margins are becoming increasingly challenging to maintain, so it’s so important to follow the data available, and not lose out on the profit potential available.”
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About Dealer Auction
Dealer Auction is the UK’s leading digital remarketing platform. We give buyers and sellers more choice, better insight and greater margins. Dealer Auction is an independent company, created through a joint venture between Cox Automotive and Auto Trader. For more information, visit www.dealerauction.co.uk.
Launched in January 2022, Dealer Auction’s Retail Margin Monitor tracks the potential retail margin that can be achieved on vehicles bought via Dealer Auction’s open network. We track models meeting two key criteria: more than 20 units sold with a retail price of less than £25,000. We then compare the sold price for each model with the Auto Trader market average to reveal the potential margin. For the brand table, we compare models with more than 50 units sold. We crunch the numbers at the start of every new month.
Notes:
1The average ‘Auto Trader Retail Rating’ uses three key metrics to determine the consumer demand for the vehicle:
- Average days to sell – Calculated for the whole of the UK and then adjusted for the variations Auto Trader have observed locally in your area.
- Live market supply – Comparing the national supply level for the vehicle over the last seven days with the usual level of supply Auto Trader have seen in the market over the last six months.
- Live buyer demand – Analysing how many people are currently searching for the vehicle on Auto Trader, comparing consumer search behaviour over the last seven days against the level of interest over the last six months.
