It's pretty simple (in the US, can't speak for elsewhere).
There are 2 big factors at play:
1. Margins. Manufacturers make huge margins on expensive vehicles and very slim margins on cheap vehicles. The numbers differ, but I think even in the lead up to the 2008 crisis automakers had to sell 5-10 "econobox" cars to make the profit they made on one luxury car, SUV, or truck.
2. Normalization of debt. For many Americans, having a monthly car payment in perpetuity is considered acceptable. Car loans have their place and can be used responsibly, but due to marketing, sales tactics, and cultural sensibilities what often ends up happening is that people start from a monthly dollar amount and then work forwards to buy the most expensive vehicle they can, even if it means taking the loan term out to 72 or 84 months. It's also very normal for people to never pay off their car, instead trading in the vehicle after 3-5 years and rolling equity in the loan over to their next car. Obviously, this consumer habit is great for dealers, manufacturers, creditors and buyers of consumer debt, as well as the US Government and investors -- it's just not ideal for the consumers themselves if they're trying to preserve wealth and build savings.
These two factors create an environment increasingly hostile to the cheap entry level car. Consumer demand is low since most don't spend responsibly, and automakers don't really want to make or sell them because the margins are so slim.
That's the answer here. They can build cars better, cheaper, faster than we can.
Instead Ford wants to sell a 80k SUPER F-250 BIG MANN TRUCK. All for what, you to drive 10 minutes to Walmart, buy groceries and drive back.
The best car is the one you don't own. No payments, insurance, parking tickets.
Unfortunately most American cities are centered around driving. So much money , and space wasted on these multi ton metal boxes. In many places most(much) of the city is literally just parking spaces.
I may be cynical but I think this is all marketing. From what I've seen there is so much upselling built into the concept that if this ever comes out that I don't think many people will be driving around the 20K model.
Aka how to shoot yourself in the foot and hand over the market to Chinese manufacturer. In Europe, only Renault created a low cost brand (Dacia).
Once chinese brands become commonplace everywhere, tradional carmakers will have a hard time taking back market share. In Europe they closed or are closing the last HCOL factories, killing any remaining brand loyalty.
There are a growing number of electrical cars priced below 25K euro in the EU and a few below 20K even. I mention electrical cars because that's where all the growth is. Electrical cars are now becoming cheaper than the cheapest ICE cars. You mentioned Dacia. VW is bringing out the ID2 next year. There's a few Stellantis models from e.g. Citroen. And of course BYD is now selling cheap cars in the EU as well. And those are just the vaguely European cars (lots of Chinese components involved). Japanese, Korean, and Chinese manufacturers are also growing their EV market here. Notably absent (except for a handful of Ford compliance cars and Tesla) are US manufacturers.
The article is specifically about the US market, which because of the tariff situation is becoming highly distorted. The local producers are making what are increasingly US only models that can't really compete internationally. This excludes mass produced small cars because they can't do them competitively any more as that would require high volumes and export markets. But mostly US car makers are struggling with export markets. There are a few exceptions to this of course.
In China, the competition is pretty brutal right now and it's starting to spill over to other markets. That's all about budget cars and redefining what a budget car actually is. Any export markets where US manufacturers still have any ambitions are being affected by this. BYD and other Chinese manufacturers are gaining market share (at the cost of other manufacturers) all over Asia, Central and South America, Australia, Africa, Europe, etc. Even Mexico and Canada are not off limits and these are the primary export markets for GM and Ford.
Everything in here matches with my experience in the auto industry, but I don't think it gets the whole truth. Car companies, particularly the American and German brands, make the vast majority of their money from new car buyers and leasers, not the used car market. Over the past few decades, OEMs have focused almost exclusively on serving those customers, to the detriment of virtually everyone else. Those are very different customers than the people who want to buy $25k cars. Worse, even if you do sell that kind of vehicle, it depreciates and goes right back into circulation on the used market competing against the new cars because the customers are ultimately very utilitarian and lack brand loyalty, unlike the higher end customers. You can't even count on those higher end customers to reliably purchase the higher trim models because of the "status" aspects of a cheap car.
It's a tough market that OEMs don't want to be in, so they cede it almost entirely to foreign OEMs that haven't moved upmarket yet. Foreign OEMs are structurally incapable of selling cars at those prices (by design), so the bottom end of the market gets hollowed out to nothing but a few "loss leader" vehicles.
One fact not mentioned in the article - Americans now owe $1.64 trillion in auto loans, and cars make up 9% of all consumer debt in the country. In fact we now owe more on cars than student loans. The average loan term is rising - almost 6 years now. 60-day delinquency on auto loans is at 6.6%, the highest ever recorded, and is as high as 9% in some states.
So while car prices keep going up, people also keep going deeper into debt to buy one they can't afford.
You can blame manufacturers or banks, but ultimately the problem is unchecked consumerism and treating cars as a status symbol, which is sadly pervasive in this country.
The thing you're missing here is that the automakers have spent billions upon untold billions of dollars lobbying politicians and on PR campaigns targeted at the public to convince people that literally the ONLY way American cities could possibly exist is in a form that is utterly dependent upon the automobile.
Transit ridership in the US was higher in the 1950s than it is today and it was the automakers that killed public transit. They literally bought up popular and profitable public transit companies just to shut them down so people would be forced to drive.
The problem isn't "Consumerism" it's a culture of car dependency that's largely the result of intentional action on the part of the automakers to grow and protect their profits.
The reason there's so much auto loan debt in the US is people literally HAVE TO OWN a car just to get to work to support their families in the vast majority of US towns and cities. People don't want to go into debt just so they can buy some shitty fucking KIA so they can sit in traffic for two+ hours a day so they can get to one of their three minimum wage jobs, but when the alternative is being unemployed and homeless, a lot of folks will do what they have to do to provide for themselves and their families.
welp, guess my corolla needs to last until I die. I spent about $9k usd (in australia though) on it second hand pre covid and I'm just gobsmacked at the prices of vehciles now even years post covid. I make good coin and I just can't see how non-"enthusiasts" can justify spending so much money on their vehicle. there are houses in my suburb with 3-4 of these expensive, new model cars out front.
The sweet spot has always been a 1 year old used car with low miles. There’s lots of those for less than or about $25k. Honda, Toyota, and Mazda have models in those ranges that will easily last a decade.
Why would anyone sell a good car with one year old and low mileage? It's a lottery ticket: it could go well, or the car might be already damaged. I personally know a bunch of people that bought second hand and are "my car is only a couple of years old, and I found the engine / gearbox / frame is damaged. Lets repair it barely and sell it ASAP to recover some money". But weirdly, they go to the second hand market again, thinking they are the only smart ones doing that. They all know a mechanic that ensures the car is OK, just like they did with the first one.
I was very disappointed when searching the used car market for cars with low mileage, only to found they are almost as pricey as new but I don't know how they have been taken care of. A lot of them come from the rental business. I paid a bit premium (2K or so) for my new-zero-kilometer car, and after 6 years is as good as new, as it is cared like a baby.
In 2014 I got a very nice and very basic brand new sedan for about $14k. That's not so long ago, but the car market in the US seems to get worse every year. (cost, newer models are bloated and overly-expensive, etc.) My only advice would be to buy now (ideally something used) since I can only imagine things will be even worse in a few years.
The closest thing to affordable and comfortable I could find this past year after maintenance costs pilling up on my ‘15 Ford Fiesta (that I got for a staggering $14k post college) was a Honda HRV Sport. Has all the basics, incredible sensing system, lots of space decent gas mileage and drives well at around 28k in Ohio. My partner has an Accord and honestly its a better car. Incredibly good gas mileage, reliable, perfect for an A to B person that doesnt want to worry about their car.
They don't mention the amount of mandatory additions to the car from government regulations. Obviously not the only factor but it's certainly a factor. Cars now have 6 to 8 airbags, backup cameras, more high strength steel, automatic breaking systems etc etc. I love the safety that those all bring, but it's not free.
I wonder if there's a business model in leasing cars from Mexico to Americans and swapping around once a year to get around the problem of having Mexican plates. Then you can get Chinese cars into America.
The reason the US car industry does not want a $25k car is that the financing opportunities are crap for a car of this low cost.
In the same way that airlines exist to offer you a miles based credit card, the US car dealerships survive by offering you a loan for the car. Or perhaps, a car to go with your structured finance opportunity.
It was a funny experience going to buy a used car with my partner a few years ago. Being a little naive I'd assumed being a cash buyer was a plus as they'd guarantee a quick sale, but as soon as the salesman realised he wasn't going to be signing a finance deal you could see him lose interest entirely. kinda funny to think they're in the business of selling loans rather than cars.
This is exactly true. Dealership profit centers are loan origination and extended warranty origination. Parts/Service is designed to pay the bills. (Source: My dad has been selling new cars for 40+ years)
(This is kinda like the Costco model where they aim to break even on all sales with profit only being the membership fees).
Americans like to upgrade their cars, not unlike their cell phones, and they often have a monthly car payment (or two) that never permanently goes away.
That makes some sense to me, but if the goal is to always have a nice car, doesn't it makes much more sense to lease? The monthly payments will be a few hundred bucks less and you can upgrade every 2-3 years. And from what I understand, leasing agents like to give incentives after your first lease to keep you in the cycle.
Personally, if I were aiming for the most economical option, I'd lease a Nissan Leaf for ~$300/mo.
in 2021 my beloved Honda Fit got totaled. I bought it new in 09 and only had 80K miles on it. They don't sell new ones in North America any more. So I bought a Kia Rio. They don't make those any more. I don't really like it but with the current chaos in the economy I'm not trading it in any time soon.
I was in the UK for the first time last month and was struck by how many hatchbacks and sedans they have that we don't in North America.
IIRC, at one point Ford priced the Model T (which ultimately became the Ford Taurus decades later) to be at or near the US individual average annual income and maintained this price structure throughout.
With last year's lowest (by state) average annual income being Mississippi at $45k, there is little reason for any car manufacturer to produce a $25k MSRP vehicle.
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[ 4.1 ms ] story [ 61.7 ms ] threadThere are 2 big factors at play:
1. Margins. Manufacturers make huge margins on expensive vehicles and very slim margins on cheap vehicles. The numbers differ, but I think even in the lead up to the 2008 crisis automakers had to sell 5-10 "econobox" cars to make the profit they made on one luxury car, SUV, or truck.
2. Normalization of debt. For many Americans, having a monthly car payment in perpetuity is considered acceptable. Car loans have their place and can be used responsibly, but due to marketing, sales tactics, and cultural sensibilities what often ends up happening is that people start from a monthly dollar amount and then work forwards to buy the most expensive vehicle they can, even if it means taking the loan term out to 72 or 84 months. It's also very normal for people to never pay off their car, instead trading in the vehicle after 3-5 years and rolling equity in the loan over to their next car. Obviously, this consumer habit is great for dealers, manufacturers, creditors and buyers of consumer debt, as well as the US Government and investors -- it's just not ideal for the consumers themselves if they're trying to preserve wealth and build savings.
These two factors create an environment increasingly hostile to the cheap entry level car. Consumer demand is low since most don't spend responsibly, and automakers don't really want to make or sell them because the margins are so slim.
That's the answer here. They can build cars better, cheaper, faster than we can.
Instead Ford wants to sell a 80k SUPER F-250 BIG MANN TRUCK. All for what, you to drive 10 minutes to Walmart, buy groceries and drive back.
The best car is the one you don't own. No payments, insurance, parking tickets.
Unfortunately most American cities are centered around driving. So much money , and space wasted on these multi ton metal boxes. In many places most(much) of the city is literally just parking spaces.
The US wants them so much that it requires 100% tariffs to keep them off the market.
With rebates a 20,000 truck. Who knows what it will cost when it actually comes out. But I love the concept.
Once chinese brands become commonplace everywhere, tradional carmakers will have a hard time taking back market share. In Europe they closed or are closing the last HCOL factories, killing any remaining brand loyalty.
The article is specifically about the US market, which because of the tariff situation is becoming highly distorted. The local producers are making what are increasingly US only models that can't really compete internationally. This excludes mass produced small cars because they can't do them competitively any more as that would require high volumes and export markets. But mostly US car makers are struggling with export markets. There are a few exceptions to this of course.
In China, the competition is pretty brutal right now and it's starting to spill over to other markets. That's all about budget cars and redefining what a budget car actually is. Any export markets where US manufacturers still have any ambitions are being affected by this. BYD and other Chinese manufacturers are gaining market share (at the cost of other manufacturers) all over Asia, Central and South America, Australia, Africa, Europe, etc. Even Mexico and Canada are not off limits and these are the primary export markets for GM and Ford.
Small cars are booming everywhere. Except the US.
It's a tough market that OEMs don't want to be in, so they cede it almost entirely to foreign OEMs that haven't moved upmarket yet. Foreign OEMs are structurally incapable of selling cars at those prices (by design), so the bottom end of the market gets hollowed out to nothing but a few "loss leader" vehicles.
So while car prices keep going up, people also keep going deeper into debt to buy one they can't afford.
You can blame manufacturers or banks, but ultimately the problem is unchecked consumerism and treating cars as a status symbol, which is sadly pervasive in this country.
Transit ridership in the US was higher in the 1950s than it is today and it was the automakers that killed public transit. They literally bought up popular and profitable public transit companies just to shut them down so people would be forced to drive.
The problem isn't "Consumerism" it's a culture of car dependency that's largely the result of intentional action on the part of the automakers to grow and protect their profits.
The reason there's so much auto loan debt in the US is people literally HAVE TO OWN a car just to get to work to support their families in the vast majority of US towns and cities. People don't want to go into debt just so they can buy some shitty fucking KIA so they can sit in traffic for two+ hours a day so they can get to one of their three minimum wage jobs, but when the alternative is being unemployed and homeless, a lot of folks will do what they have to do to provide for themselves and their families.
I was very disappointed when searching the used car market for cars with low mileage, only to found they are almost as pricey as new but I don't know how they have been taken care of. A lot of them come from the rental business. I paid a bit premium (2K or so) for my new-zero-kilometer car, and after 6 years is as good as new, as it is cared like a baby.
The reason the US car industry does not want a $25k car is that the financing opportunities are crap for a car of this low cost.
In the same way that airlines exist to offer you a miles based credit card, the US car dealerships survive by offering you a loan for the car. Or perhaps, a car to go with your structured finance opportunity.
(This is kinda like the Costco model where they aim to break even on all sales with profit only being the membership fees).
That makes some sense to me, but if the goal is to always have a nice car, doesn't it makes much more sense to lease? The monthly payments will be a few hundred bucks less and you can upgrade every 2-3 years. And from what I understand, leasing agents like to give incentives after your first lease to keep you in the cycle.
Personally, if I were aiming for the most economical option, I'd lease a Nissan Leaf for ~$300/mo.
I was in the UK for the first time last month and was struck by how many hatchbacks and sedans they have that we don't in North America.
With last year's lowest (by state) average annual income being Mississippi at $45k, there is little reason for any car manufacturer to produce a $25k MSRP vehicle.