February saw a continuation of the long cold winter seen in most of Canada and also a continuation of the “steady as she goes” nature of the total automotive market. Vehicle sales in February 2014 hit 105,693 units across Canada. The 2.4 percent increase represents the third best February since 2007, trailing behind 2008 (111k units) and 2012 (106.7k units).
Beneath the surface of this calm overall market number, there were a number of notable dynamics to be seen, however. Chrysler continued to build on its market lead, selling an impressive 18,350 units more than 2,000 units ahead of second placed Ford. {{more}} Led by strong sales of the Wrangler, and all new Jeep Cherokee, Chrysler provided strong momentum to the truck side of the market. Light trucks overall continued to grow their sales with a 9.7 percent increase in February. Passenger cars, on the other hand, saw a 7.3 percent decline in unit sales during the month.
Import nameplates as a group grew at a steady 3.5 percent with Subaru (up 26.5 percent), Nissan (up 22.0 percent) and Mitsubishi (up 21.6 percent) continuing an upwards trend started last year. Large volume import brand players saw mixed results with Honda up 13.9%, Hyundai dropping 7.4%, and Toyota holding steady selling precisely 4 more units than in February 2013.

The luxury side of the market was generally positive, paced once more by Jaguar Land Rover.

DesRosiers Automotive Consultants  Inc.