GM Market Share By Country: U.S., China, Brazil, U.K., etc.

Vintage car. Pexels Image.

This article presents General Motors’ (NYSE: GM) market share by country, specifically focusing on the U.S., China, and Brazil. These countries are selected due to their significant vehicle volumes, which play a crucial role in GM’s global sales strategy.

The market share statistics presented are based on GM’s market share results presented in the annual reports, calculated using the company’s total vehicle sales data divided by the industry volumes.

GM’s total vehicle sales data encompasses the company’s retail volumes, fleet sales, and vehicles used by dealers in their businesses.

More information about GM’s total vehicle sales is available here: GM’s total vehicle sales. GM’s method of calculating its market share is shown here: GM’s market share calculation.

Investors looking for other statistics of General Motors may find more resources on these pages:

• GM sales by region: America, Asia, MEA, And Europe,
• GM global sales and market share, and
• GM revenue sources: sales of new and used vehicles, services, etc..

Please use the table of contents to navigate this page.

Definitions

To help readers understand the content better, the following terms and glossaries have been provided.

Total Vehicle Sales: Per the latest annual report, General Motors defines its total vehicle sales as:

1. retail sales (i.e., sales to consumers who purchase new vehicles from dealers or distributors);
2. fleet sales (i.e., sales to large and small businesses, governments and daily rental car companies); and
3. certain vehicles used by dealers in their business.

Total vehicle sales data includes all sales by joint ventures on a total vehicle basis, not based on the percentage ownership interest in the joint venture. Certain joint venture agreements in China allow for the contractual right to report vehicle sales of non-GM trademarked vehicles by those joint ventures, which are included in the total vehicle sales it reports for China.

While total vehicle sales data does not correlate directly to the revenue it recognizes during a particular period, GM believes it is indicative of the underlying demand for its vehicles.

Total vehicle sales data represents management’s good faith estimate based on sales reported by dealers, distributors and joint ventures; commercially available data sources such as registration and insurance data; and internal estimates and forecasts when other data is unavailable.

Market Share: GM’s market share is calculated by dividing the total vehicle sales of a particular country and region with the industry volume in that respective country and region.

Here is the formula:

\[\text{Market Share} = ( \frac{\text{Total Vehicle Sales}}{\text{Industry Volume}} ) \times 100\%\]

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Why is General Motors’ market share in China on the decline?

General Motors (GM) has been facing significant challenges in maintaining its market share in China. Here are some key factors contributing to the decline:

• Intense Competition: GM is struggling to compete with local Chinese automakers, who have been rapidly gaining market share. Companies like BYD, backed by government subsidies, have emerged as market leaders in new energy vehicles (NEVs), making it difficult for GM to keep up.
• Shift to Electric Vehicles (EVs): The transition to electric vehicles has been a major disruptor. GM has been slower to adapt to this shift compared to its Chinese rivals, leading to a loss in market share.
• Financial Struggles: GM’s China division has become a financial drain, with significant losses reported. The company has faced a $5 billion hit due to restructuring costs and reduced value of its joint venture with SAIC Motors.
• Declining Sales: GM’s sales in China have plummeted, with an average sales drop of 14% annually from fiscal year 2022 to 2024. This decline in sales has further impacted its market position.
• Operational Challenges: GM has been restructuring its operations in China, including plant closures and cost-cutting measures. However, these efforts have not been sufficient to counter the intense competition and market dynamics.

GM’s decline in China is a complex issue, driven by a combination of competitive pressures, market shifts, and internal challenges.

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Market Share In The U.S.

GM-U.S.-market-share

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The definition of GM’s market share is available here: market share.

As of the fiscal year 2024, General Motors (GM) maintained a market share of approximately 16.5% in the United States, according to the 2024 annual report. This figure aligns with the 16.2% market share recorded in fiscal year 2023 and is marginally higher than the 16.0% market share in fiscal year 2022.

Notably, GM experienced a significant decline in market share during the fiscal year 2021, with its share dropping to 14.4%. This was a stark contrast to the previous years and marked a low point for the company. However, GM demonstrated resilience and managed to rebound in the subsequent years, reaching 16.5% in 2024.

Over the long term, GM’s U.S. market share has seen a slight decline. Historically, from fiscal year 2014 to 2016, GM’s market share in the U.S. averaged an impressive 17% and above. This strong performance continued up to the pre-pandemic period. Despite the dip in 2021, GM has managed to recover and maintain a solid market presence, achieving 16.5% in the latest fiscal year.

In summary, GM’s U.S. market share has remained robust and strong, demonstrating the company’s ability to navigate challenges and sustain its market position.

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Market Share In Brazil

GM-Brazil-market-share

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The definition of GM’s market share is available here: market share.

General Motors (GM) has maintained a substantial market share in Brazil, reaching 12% in fiscal year 2024, as reported in the latest annual report. From fiscal year 2021 to 2024, GM’s market share in Brazil has been relatively stable, averaging around 13%. However, this represents a significant decline from the 16.4% market share recorded in fiscal year 2020.

Post-pandemic, GM has made concerted efforts to recover its market share in Brazil. The company managed to rebound to 14.2% in fiscal year 2023. However, this recovery was short-lived, as the market share decreased to 12% in the following year.

Over the long term, GM’s market share in Brazil has exhibited a slight downward trend. Between fiscal year 2014 and 2018, GM’s market share in Brazil averaged an impressive 16.6%. However, this figure has gradually declined, resulting in the latest market share of 12%.

In summary, while GM’s market share in Brazil has remained solid post-pandemic, it has experienced a decline over the long term. The company’s efforts to recover and stabilize its market position continue to face challenges in this competitive market.

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Market Share In China

GM-China-market-share

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The definition of GM’s market share is available here: market share.

General Motors’ (GM) market share in China has experienced a dramatic and continuous decline over the past decade, as depicted in the accompanying chart.

From fiscal year 2014 to 2024, GM’s market share in China plummeted from an impressive nearly 15% to a mere 7% in fiscal year 2024. This represents a staggering decline of more than half its market share. The sharp decrease highlights the significant challenges GM has faced in the competitive Chinese automotive market.

Several factors have contributed to this substantial decline. Increased competition from both domestic and international automakers, the rapid adoption of electric vehicles (EVs) by Chinese consumers, and GM’s slower response to these market shifts have all played a role.

Additionally, government policies favoring local manufacturers and the rise of new energy vehicle (NEV) brands have further eroded GM’s market position.

The downward trend underscores the need for GM to reassess its strategies and adapt to the evolving market dynamics in China to regain its foothold. As of now, GM’s market share stands at only 7%, a stark contrast to its peak performance a decade ago.

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Market Share In The U.K. And Germany

GM-U.K.-and-Germany-market-share

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The definition of GM’s market share is available here: market share.

General Motors (GM) exited the European market in fiscal year 2017 by divesting its entire subsidiary in Europe. Therefore, the most recent market share data available from the U.K. and Germany dates back to fiscal year 2016.

In fiscal year 2016, GM’s market share in the U.K. amounted to 9.3%, representing a slight decline from the 10.2% recorded in fiscal year 2015. This gradual decrease reflects the competitive pressures and changing market dynamics GM faced in the U.K.

In Germany, GM’s market share was lower, totaling only 7% in fiscal year 2016, which was roughly in line with the market share recorded in fiscal year 2015. The relatively stable yet modest market presence highlights the challenges GM encountered in establishing a stronger foothold in the German market.

GM’s decision to exit the European market in fiscal year 2017 marked a significant strategic shift. By divesting its European subsidiary, GM aimed to streamline its operations and focus on more profitable markets. This move also underscored the difficulties GM faced in competing with local and international automakers in Europe, where it struggled to achieve sustainable growth and profitability.

In summary, GM’s market share data from the U.K. and Germany provides a snapshot of its performance up until fiscal year 2016, after which the company exited the European market to realign its strategic priorities.

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Conclusion

Overall, GM’s market share performance across different regions reflects the company’s adaptability and strategic shifts in response to market dynamics. While facing significant challenges in markets like China and Europe, GM has demonstrated resilience in its home market of the U.S. and efforts to stabilize its presence in Brazil.

The varied market performance underscores the importance of region-specific strategies and the need for continuous innovation and adaptation to maintain and grow market share in a highly competitive global automotive industry.

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Credits and References

1. All market share figures presented were obtained and referenced from General Motors’ annual reports published on the company’s investor relations page: GM Financial Reports.

2. Pexels Images.

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Disclosure

We may utilize the assistance of artificial intelligence (AI) tools to produce some of the text in this article. However, the data is directly obtained from original sources and meticulously cross-checked by our editors multiple times to ensure its accuracy and reliability.

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