by Don Johnson, Managing Partner, motormindz

Can automakers that lost U.S. market share during the chip crisis win it back when inventories normalize?

I had the pleasure of speaking with Automotive News this month in regards to some of the key shifting market dynamics OEMs are contending with in the current chip-shortage-driven marketplace.

Namely we discussed the chip shortage’s effect on shifting industry market shares between OEMs that may have more vehicles to sell, like Toyota and Hyundai, versus some of the US domestics who may or may not have less vehicles due to the shortage – and the likelihood that those shifts may or may not become permanent, even after inventories normalize.

Key in this complex discussion for OEMs is the notion of difficulty in winning back any market share lost versus the offset costs it takes to do so, and whether that money is better spent focused on profitability in the short or long term.

Please check out the article and discussion over at Automotive News. (Automotive News subscription required.)

It’s a great and pertinent discussion as we continue to advise OEMs, Tier 1’s, and Dealers on how to navigate the ongoing chip shortage while providing timely sales & supply chain strategies that will help them achieve their goals.

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