The Mitsubishi L200 holds a strong 8.5% market share in Senegal (2016 model pictured).
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Thanks to theCE Auto newsletter, we can share with you today exclusive data for Senegal over the Full Year 2014. New car sales in the country drop 8% year-on-year to 5.871 registrations. Thanks to sales down just a bit slower than the market, Toyota improves its market share to 22.1%, above Mitsubishi up a whopping 23% to 15.4% share and Ford up 14% to 11%. Citroen gains 3 spots on 2014 to #4, Peugeot is up 3-fold to #5 thanks to the 301 (#9) and Volkswagen up 23% to #8. Great Wall (#10) is the only Chinese carmaker in the Top 10. Model-wise, as expected in our previous updates the Toyota Hilux leads the way but its advantage over the #2 – the Mitsubishi L200 – is a meagre 21 units! The Ford Ranger makes the Senegalese podium 100% pickup truck, while the Mitsubishi Pajero, ASX and Renault Duster all find their way inside the Top 10.
The Toyota Hilux should be the best-selling nameplate in Senegal
* See the Top 50 All-brands ranking by clicking on the title *
For the very first time on BSCB and thanks to www.ceauto.co.hu, I can share with you complete brands data for Senegal, albeit for the Full Year 2013 – just as we finish 2014. The only previous official piece of information that was available for this country was the fact that Mitsubishi led the brands ranking back in 2008. Things are back to ‘normal’ in 2013 with total sales amounting to 6,407 units and Toyota in the brands lead by very far thanks to 1,391 sales and 21.7% share. Based on Youtube videos of the streets and roads of Senegal, the Toyota Hilux should be the best-seller here and could even single-handedly sell more than any other manufacturer as a whole. Mitsubishi comes at a strong #2 with 11.5% share above Ford (8.8%), Suzuki (7.7%) and Hyundai (7.3%).
Once ultra-dominant here as the incredibly high amount of battered Peugeot 405, 504, 505 and 403 roaming the pot-holed bush roads of the country, French manufacturers are now standing on the sides: Renault is #6 with 6% share, Citroen #7 with 5.4% and Peugeot shockingly down to a paltry #14 with just 1.9% share, below Chevrolet and only a few units above Mercedes and BMW… The Chinese on the other hand confirm their aggressive stance in Africa with 13 brands in the sales charts including 7 in the Top 25: Lifan is undisputed king at a beautiful 9th place thanks to 299 sales and 4.7% share (a lot of Lifan 320 are sold to Senegalese taxi companies), above Great Wall (#11), Chery (#17), JMC (#20), Dongfeng (#21), ZX Auto (#23) and Jonway (#25).
Could the Mitsubishi L200 top the Senegalese models ranking?
* See the Full article by clicking on the title! Many thanks to Andrea *
Up until today I had not managed to get official sales information by brand for Senegal but thanks to Andrea we now have a little bit more insight on this sub-saharian market, and The Africa Project continues to map out this fascinating continent little by little. Granted, the data is a little… well dated as it is from 2008 when an estimated 6,000 new vehicles were sold in the country.
Street scene in Dakar, Senegal. Picture by Alexandre Foulon, all rights reserved.
However it reveals a very interesting fact about the Senegalese market: that Mitsubishi leads the manufacturers ranking ahead of Toyota, Ford and Volkswagen. If confirmed and still valid in 2013, this would make Senegal the only country in the world where Mitsubishi is crowned. The Japanese manufacturer’s previous “best” was the Philippines where it currently ranks #2.
Peugeot 504 Station Wagon in the background. Picture by Liki Fumei, all rights reserved.
* Click on title for more street scenes and videos! *
In 2011, 7,350 new cars were imported into Senegal, making it the biggest market in Western Africa. 585 of these were then re-exported in the region. However the Senegalese new car market is a little wobbly right now, weakened by a new law from just-elected president Macky Sall allowing the imported of used cars up to 8 years old (it used to be 5). Some distributors believe that this new measure will affect low-end brands like Chery and Great Wall more than the rest.
A very important element influencing the structure of the Senegalese car market is the fact that banks are reluctant to lend money to private buyers. As a result, 58% of all new cars are sold to companies vs. 27% to private buyers and 15% to administrations.
The Toyota Hilux and Mitsubishi L200 should top the models ranking in Senegal based on the observation of recent YouTube videos of the streets of the country. The strong influence Peugeot had over the years is still striking in the Senegalese car landscape with a flood of 504 and 505 station wagons and pick-ups, 405, 205, 206 and 406 all over the streets… However it seems to have come to an end with the stop of the Peugeot 504 assembly in Nigeria in 2005 after 30 years of activity and the Peugeot 308 is the only recent model to seem to have had relative success.
Could the Peugeot 301 be the key to Peugeot’s return to success in Africa?
Peugeot is conscious of the situation and says it is refocusing its energy on Sub-Saharian Africa in 2012 after its success in Nothern Africa (Algeria, Morocco and Tunisia) over the last couple of years. Peugeot still means robustness for the consumers of the region but their current models don’t fit the demand for pick-ups, 4WDs and minibuses. Only a range created with Africa in mind could prevent the inevitable decline of the brand in the region. In the meantime, Peugeot has released the 408 and 508 and could count on the low-cost 301 to grow again in Senegal…
Peugeot 505 in the background. Picture by Alexandre Foulon, all rights reserved.
Peugeot 504. Picture by Bnctony, all rights reserved.
Iran Khodro Samand
Other successful models in Senegal are the Dacia Logan, Toyota Prado, Ford Ranger, as well as the Iran Khodro Samand a favourite among taxi drivers, while Great Wall seems to have also made some inroads with the Hover as has Chery with the QQ.