Slow Summer Sales for Convertibles

Jim Motavalli

Jim Motavalli | Jul 09, 2014

I’m scouring the list of slow-selling cars in June and what pops out—a lot of convertibles.

The 2014 BMW M6 convertible: People who wanted one this year already got 'em. (BMW photo)Here are those cars with the number of days they’re staying on dealer lots:
  • 2014 BMW M6 convertible: 218 days
  • 2014 Jaguar F-Type S convertible: 180 days
  • 2014 Jaguar F-Type convertible: 180 days
  • 2014 Jaguar F-Type V-8 S convertible: 170 days
  • 2014 Infiniti Q60 convertible: 156 days
The Infiniti Q60 is another sport-oriented slow-seller. (Infiniti photo)And many of the non-convertibles are…coupes:
  • 2014 BMW 640i xDrive coupe: 248 days
  • 2014 BMW M6 coupe: 285 days
  • 2014 Infiniti Q60 coupe: 178 days
I’ve got a theory about this. The non-movers are summer-ready cars, and people actually buy them late in the winter or in early spring because they want to be ready for fun-in-the-sun. I’m not seeing the death of the convertible (or the coupe) here.

Remember the book The Last Convertible? The received wisdom was that safety regulations would kill the ragtop, but the body style proved more resilient than that.

All this seems particularly relevant as Mazda prepares to bring out the next-generation 2016 Miata. The car, so far shown only as a chassis, will be rolled out September 3 in simultaneous events in Japan, Spain and the U.S. Hmmm. A sports roadster just as people are thinking “back to school”? Maybe the timing isn’t so great. The strongest-selling car is the Range Rover, by the way--a mere eight days on dealer lots. Also in the Top 11 are the Mercedes CLA 250 (eight days), the Cadillac Escalade ESV (10 days), the Corvette Stingray (11 days) and three Subarus. 

Not sure what that says about my theory, but new models will always be hot, convertibles or not. What do you think? Is convertible season over? 

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