What is market share?

Market share measures the percentage of new vehicle sales captured within a defined market during a given month.

In Maven, you’ll see two types of market share:

• Dealership market share, which measures your dealership’s share of all new vehicle sales within its Local Market Area (LMA).
• Brand market share, which measures your OEM’s share of all new vehicle sales across the Designated Market Area (DMA).

These metrics provide the foundation for evaluating dealership performance throughout Maven.

• Maven reports both dealership market share and brand market share.
• Dealership market share is calculated within your Local Market Area (LMA).
• Brand market share is calculated within your Designated Market Area (DMA).
• Because these metrics use different geographic markets and comparison groups, they should not be compared directly.

Dealership market share represents your dealership’s percentage of all new vehicle registrations within its Local Market Area (LMA) during a given month.

Your LMA represents your dealership’s unique primary sales footprint and competitive market. Measuring performance within this area provides a localized view of how your dealership is performing against nearby competitors.

Example

If 2,000 new vehicles are registered within your LMA during a month and your dealership accounts for 100 registrations, your dealership market share is 5%.

Brand market share represents your OEM’s percentage of all new vehicle registrations across the Designated Market Area (DMA) during a given month. It is calculated using the aggregate sales of all franchise dealerships representing that brand within the DMA.

Unlike dealership market share, which measures one dealership’s local performance, brand market share reflects the overall performance of the manufacturer across the entire DMA.

Example

If 50,000 new vehicles are registered across the Tampa DMA during a month and Honda accounts for 5,000 registrations, Honda’s brand market share in the Tampa DMA is 10%.

Understanding the difference between these markets is important when interpreting your results.

Dealership market share and brand market share are not designed to equal one another. Dealership market share compares one store’s sales against the total market in its LMA, while brand market share compares all franchise stores for that brand against the total market in the DMA. Because they use different comparison groups and geographies, the percentages are not directly comparable.

Market share is calculated using DMV vehicle registration data provided by Experian.

EMG performs additional cleansing, normalization, and validation processes to improve consistency and maintain accurate reporting across all markets.

Each metric provides a different perspective.

• Dealership market share measures how your dealership is performing within its local competitive market.
• Brand market share measures how your manufacturer is performing across the broader DMA.

Together, these metrics provide the context needed to determine whether changes in dealership market share reflect dealership-specific performance or broader OEM trends across the region. This makes it possible to evaluate how your dealership is performing relative to other same-brand dealerships—not just whether your isolated market share increased or decreased.

For guidance on interpreting these metrics together, see How do I evaluate my dealership’s market share performance?

Can dealership market share and brand market share be compared directly?

No. Each metric is calculated using a different geographic market and denominator. Instead of comparing the percentages themselves, compare how they change over time.

Can I customize my Local Market Area?

No. Our system calculates market share using the dealership’s unique, predefined Local Market Area.

What data source is used?

Market share is calculated using new vehicle registration data from Experian.

How accurate is the data?

While DMV registration data can contain small reporting delays, these have minimal impact on percentage-based metrics like market share. EMG also performs additional validation and normalization before reporting.