GM Sales By Region: America, Asia, MEA, And Europe

Car engine. Pexels Image.

This article presents General Motors’ (NYSE: GM) vehicle sales across various regions, with a detailed focus on several continents, including North America, Asia Pacific, Middle East & Africa, South America, and Europe.

The vehicle sales statistics presented are based on GM’s total vehicle sales data extracted from the annual reports. This 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.

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

• GM sales and market share globally,
• GM sales by country: U.S., China, Brazil, U.K., and more, and
• GM vehicle wholesale: Worldwide, North America, and International.

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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.

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What contributes to GM’s significant sales decline in Asia?

GM’s significant sales decline in Asia can be attributed to several key factors:

• Increased Competition: The rise of local automakers, particularly in China, has intensified competition. Companies like BYD and Geely have made significant penetration in the electric vehicle (EV) market, capturing a larger share of the market.
• Economic Factors: Economic conditions in various Asian countries have impacted consumer spending and confidence. Slower economic growth and trade tensions have played a role in reducing demand for vehicles.
• Regulatory Changes: New regulations and policies in different countries have posed challenges for GM. For example, stricter emissions standards and incentives for EVs have required significant investments in technology and compliance.
• Consumer Preferences: There is a growing preference for domestic brands over foreign ones. Local brands are often perceived as offering better value for money and advanced technology.
• COVID-19 Impact: The pandemic has disrupted the automotive industry, affecting production and sales. Lockdowns and supply chain disruptions have had a significant impact on GM’s operations in Asia.
• Product Portfolio: GM’s product portfolio in Asia has not resonated as strongly with consumers compared to local brands. While GM has introduced new EVs, they have not been enough to offset the decline in sales of traditional vehicles.
• Joint Ventures: GM’s joint ventures in Asia, such as SAIC-GM in China, have faced challenges. For example, the Wuling Hong Guang Mini EV, GM’s top-selling vehicle in China, saw a decline in sales.

Despite these challenges, GM is focusing on growing sales and controlling costs to return to profitability in Asia. The company is also investing in new technologies and expanding its EV lineup to better compete in the market.

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Sales From America, Asia, MEA, And Europe

GM-sales-by-region

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The definition of GM’s vehicle sales is available here: total vehicle sales.

• Asia Pacific, Middle East, and Africa (AMEA)

  Historically, from fiscal year 2015 to 2021, General Motors (GM) has predominantly derived the majority of its sales from the Asia Pacific, Middle East, and Africa regions, a trend that is clearly depicted in the accompanying graph. During the fiscal years 2014 to 2018, GM consistently sold over 4 million vehicles annually in these regions, significantly surpassing the number of vehicles shipped to North America within the same period. Notably, GM’s annual vehicle shipments to North America averaged 3.5 million between the fiscal years 2014 and 2018.

  In recent years, this dynamic has shifted steadily. After peaking at 4.7 million vehicles in fiscal year 2017, GM’s sales in the Asia Pacific, Middle East, and Africa regions have been on a decline, reaching just 2.4 million vehicles by fiscal year 2024. This stands in contrast to the 3.2 million vehicles GM shipped to North America in the same fiscal year. The significant decrease underscores a 27% decline in vehicle sales in these regions from fiscal year 2017 to 2024, juxtaposed with a resurgent sales performance in North America.

• North America

  In North America, GM experienced a parallel decline in sales starting from fiscal year 2017, culminating in a low point of 2.6 million vehicles in fiscal year 2021. However, the post-pandemic recovery has been substantial. GM’s sales in North America increased from 2.6 million in fiscal year 2021 to an impressive 3.2 million by fiscal year 2024, marking a robust 23% increase in just three years.

  This resurgence sharply contrasts with the concurrent 27% decline in GM’s vehicle sales in the Asia Pacific, Middle East, and Africa regions, where sales fell from 3.3 million to 2.4 million. Consequently, in the post-pandemic era, North America has emerged as GM’s most significant sales contributor, surpassing the Asia Pacific, Middle East, and Africa regions.

• Europe

  In Europe, GM ceased its operations in 2018 following the divestiture of its European subsidiary. The final sales data available for Europe dates back to fiscal year 2017, during which GM sold 685,000 vehicles — a 40% decrease compared to the 1.2 million vehicles sold in fiscal year 2016. At its peak, GM’s vehicle sales in Europe reached 1.3 million in fiscal year 2014.

• South America

  In South America, GM has faced an even more pronounced decline in sales. By fiscal year 2024, GM shipped merely 424,000 vehicles in South America, a stark reduction from the 878,000 vehicles shipped in fiscal year 2014. This represents a significant halving of GM’s vehicle sales in the region over the past decade.

The overall trend showcases GM’s shifting focus and the challenges faced in various regions, highlighting the North American market’s resilience and recovery post-pandemic.

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Percentage Of Sales From America, Asia, MEA, And Europe

GM-sales-by-region-in-percentage

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The definition of GM’s vehicle sales is available here: total vehicle sales.

• Asia Pacific, Middle East, and Africa (AMEA)

  Historically, General Motors (GM) has relied heavily on the Asia Pacific, Middle East, and Africa (AMEA) region for a significant portion of its vehicle sales. From fiscal year 2014, sales from this region consistently accounted for over 40% of GM’s total vehicle sales. In fiscal year 2014, the AMEA region contributed 44% to GM’s total sales. The ratio steadily increased, reaching a peak of 53% in fiscal year 2021. This growth underscored the importance of the AMEA market for GM during this period.

  However, since fiscal year 2021, there has been a significant decline in GM’s vehicle sales from the AMEA region. The sales ratio plummeted from 53% in fiscal year 2021 to 39% by fiscal year 2024. This marked the first time in a decade that the sales contribution from the AMEA region fell below the 40% threshold, indicating a notable shift in GM’s regional sales dynamics.

• North America

  In contrast to the AMEA region, GM’s vehicle sales in North America have shown a consistent upward trend. In fiscal year 2014, North America accounted for only 34% of GM’s total sales. Over the years, this ratio has steadily increased, illustrating the growing importance of the North American market for GM. By the end of fiscal year 2024, GM’s vehicle sales from North America made up more than half of the total, reaching a notable 54% share. This significant growth highlights North America’s rising prominence in GM’s overall sales strategy and the company’s successful market penetration in this region.

• Europe

  GM’s presence in Europe has seen substantial changes over the years. The last sales data from the European market was recorded in fiscal year 2017, with Europe contributing around 7% to GM’s total sales. This was a decline from the 12% share reported in fiscal year 2016. Following the disinvestment and cessation of operations in Europe in fiscal year 2018, GM no longer reports vehicle sales data from this region. The exit from Europe marked a strategic shift for GM, focusing its resources on other key markets.

• South America

  South America remains GM’s smallest contributor in terms of regional sales. In fiscal year 2024, GM’s vehicle sales from South America accounted for just 7% of the total, the lowest among all regions compared. Over the longer term, from fiscal year 2014 to 2024, the sales ratio from South America slightly decreased from 9% to 7%. Despite this decrease, South America continues to be a relevant market, albeit a smaller one compared to other regions.

The overall shift in GM’s regional sales distribution underscores the importance of maintaining a balanced and adaptive sales strategy. By understanding and responding to regional market trends, GM can better navigate challenges and capitalize on growth opportunities.

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YoY Growth Rates Of Sales From America, Asia, MEA, And Europe

GM-yoy-growth-rates-of-sales-by-region

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The definition of GM’s vehicle sales is available here: total vehicle sales.

• North America

  As illustrated in the graph above, GM has witnessed a significant recovery in vehicle sales within the North American market over recent periods. This region has been a key driver of growth for GM, with average annual sales growth reaching 8% from fiscal year 2022 to 2024. This impressive performance highlights the effectiveness of GM’s strategies in North America and underscores the region’s increasing importance to the company’s overall sales portfolio.

• Asia Pacific, Middle East, and Africa (AMEA)

  In stark contrast to North America’s upward trajectory, the Asia Pacific, Middle East, and Africa (AMEA) region has experienced a continuous decline in vehicle sales. Over the same period (fiscal year 2022 to 2024), the AMEA region recorded an average annual decline of 11%. This sustained decrease reflects the challenges GM faces in maintaining its market position in this diverse and competitive region. Addressing these challenges will be crucial for GM to regain its footing and improve sales performance in the AMEA market.

• South America

  South America’s sales performance has been more mixed. While the region has seen fluctuations over the years, the most recent year recorded a sharp decline of 7%. Despite this setback, the region has maintained an average year-over-year (YoY) growth rate of around 3% over the past three years. This modest growth suggests that, although the market conditions in South America are challenging, there are still opportunities for GM to build upon its presence and achieve steady, albeit slower, growth.

The differing trends across regions highlight the importance of a tailored approach to market strategies. GM’s success in North America suggests that replicating effective strategies in other regions could yield positive results. Conversely, the challenges in the AMEA and South American regions call for specific, targeted interventions to address market-specific issues.

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Conclusion

Essentially, GM’s regional sales performance underscore the importance of strategic flexibility, market diversification, and tailored approaches to address region-specific challenges and opportunities. By leveraging its strengths in North America and addressing declines in other regions, GM can achieve a more resilient and balanced global market presence.

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Credits and References

1. All sales figures presented were obtained and referenced from General Motors’ annual reports published on the company’s investor relations page: GM News Releases.

2. Pexels Images.

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Disclosure

We may use 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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