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Why isn't the 2016 Chevrolet Camaro Selling Better?

Although the Chevrolet Camaro has shown sales growth over the first few months of this year, sales of the 6th gen Camaro are slower than many expected – but why? Today, I look at a few reasons why the new Chevy muscle car isn’t selling as well as the Ford Mustang.
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Author: Patrick Rall
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When the Chevrolet Camaro went on sale late in 2009 as a 2010 model year vehicle, it immediately began outselling the Ford Mustang and it did so with regularity for years. The Camaro led in muscle car sales in 2010, 2011, 2012, 2013 and 2014 – winning most of the monthly battles along the way - only to be upended by the new 2015 Ford Mustang last year. However, when Ford started posting big sales numbers for their next gen car back in late 2014, Chevrolet fans were quick to point out that the Mustang’s sales numbers were just due to the early rush for the new model.

When we got past the first few months of the 2015 Ford Mustang and sales not only stayed steady, but they continued to grow, those same Chevrolet fans were quick to remind us that Ford’s success was a combination of a new, fresh Mustang and a Camaro that hadn’t changed much in 5 years. They insisted that once the new Camaro arrived in late 2015, it would regain its place atop the muscle car segment sales race and honestly, I agreed with them.

I expected that when the 2016 Chevrolet Camaro went on sale late in 2015, it would cause a similar sales spike to that of the new Ford Mustang late in 2014 and through the early stages of 2015. However, we are now more than 6 months into the delivery process of the 6th generation Camaro and while sales are up over last year, the numbers are still far below those of the Mustang during its peak or even right now. The 18 month old Mustang is comfortably outselling the 6-month old Camaro and since the angle of one being fresh and new while the other is aging doesn’t apply, we have to wonder why this new Camaro hasn’t seen the big sales spike that the Mustang enjoyed.

I have driven the 2016 Camaro 1LT RS Convertible for a week and I absolutely loved it. I consider the new Camaro to be better than the 5th gen model in every way, so I really cant explain why this new model isn’t selling better than it is over the past six months. The 2010-2014 Camaro led the segment in sales and this new Camaro is, without a question, a better vehicle, so why isn’t it selling?

To get some input from a Camaro-friendly crowd, I had a friend of mine (who owns several Camaros) post a poll in a popular Camaro Facebook page. He made is an open poll, so people could either select an existing option or add their own and among the serious input, there was one dominant slight against the new Camaro – the price.

Polling a Camaro Friendly Audience
Before anyone posts asking why I chose to poll a Camaro page about Camaro sales, is that the group as a whole is more likely to offer useful comments. At a general car page, I would have gotten comments from anti-Camaro folks that wouldn’t have been based on anything more than their dislike of the entire model. Asking a Camaro owners group their thoughts allows me to get negative information from a group that is otherwise completely positive about the vehicle.

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The question was simply “If you were in the market for a new car, what would stop you from buying a 6th gen Camaro?”

There were a few people who posted interesting reasons why they cannot or would not buy a 2016 Camaro right now, including one person who recently purchased a 5th gen Camaro and another who opted for a Pontiac G8. A few people jokingly suggested that they wouldn’t buy a new Camaro because 3rd gen Camaros are better while a handful stated that they were only waiting for the arrival of the new 50th Anniversary Edition to arrive.

Among the more popular replies, the two most popular answers related to the overall design of the new Camaro and the pricing of the new Camaro.

In terms of styling, one of the poll answers was “6th gen is smaller overall, lost the muscle car feel. More of a luxurious sedan now”. While I’m not sure about calling the Camaro a sedan, there is no question that it is a little smaller and even the 1LT that I tested for a week was beautifully plush inside. The new Camaro felt just as roomy to me as the previous generation or the competition, but I understand that not everyone is going to like a new generation vehicle.

The most common reply related to the pricing of the 2016 Chevrolet Camaro, with the most popular poll choice being “Could buy 4-5 clean 4th gen Z28's for the price of base 2016”. Several other poll answers focused on the price with different wording, but in total, more than half of the people who answered the poll used the pricing as their reason for not buying a 6th gen Camaro. Also, in speaking with a handful of Camaro owners who I know in person as to why they weren’t buying a new Camaro right now, all of them showed a general disapproval of the 2016 pricing layout.

When the competition is outselling your new muscle car by a significant margin and the majority of the people in an enthusiast group point at the pricing when asked why they aren’t looking to buy right now, you have to wonder how General Motors will address this issue in an effort to improve Camaro sales. So far, it doesn’t appear that they are too worried about the sales numbers, as a recent report states that the 2017 Camaro will cost $650 more than the 2016 models.

If you have input as to why you think the new Camaro isn’t selling better, tell us in the comments below and thanks to the folks at the Camaros Unlimited Facebook page for the input!

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Comments

Brandon keener (not verified)    May 17, 2016 - 2:39PM

I love the 5th gen size and that is one of the reasons I bought one. I had the new mustang several times as a rental (typical) and it is too darn small! Back seat is non existent. Brings me to why I won't trade for 6 gen. All of the length they took out came from the backseat and the trunk. I like to haul my kids and haul them fast. If I wanted to go fast without the kids I'd buy a corvette. No 6 gen for me unless my dealer calls me with a deal of the century, which seems unlikely with the new pricing strategy.


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Steve (not verified)    May 18, 2016 - 6:43AM

Well the Camaro now has a significant used base out there and given the new one looks nearly identical to the old one - if you just want a Camaro why not the old one and save some cash? There is a large percentage of buyers that honestly don't care about top performance, simply is it fast and does it look good? When it comes to the Camaro either the new or the old fits that equation.
On the other hand the new Mustang is distinctly different than the old and IMO it looks good, plus Ford is very good about putting bold colors on them. IMO the leadership at GM are a bunch of idiots, the guys that designed the exterior are probably the same morons that presided over the last GTO, the car that was fast but would get lost in a lot of Hondas. And honestly the Gen 6 can be mistaken for a two door accord if you look at it from angle of just behind the rear quarter.
I did not buy a generation 6 because - too pricey for such a small car, looks like a two door Accord - only not as nice, nor is it as usable - anything over $35 should have a leather interior - period. And ultimately and finally it's too small - literally has an unusable back seat. The trunk is tiny, this car would be better off as a hatchback.

jeremy sayers (not verified)    May 22, 2016 - 12:35PM

Its the price for me i can buy a 5th gen zl1 for around 36k to 45k i think it looks better than a 6th gen and has more power.

Anna Hawkins (not verified)    June 19, 2016 - 5:51PM

For me, it's the styling. As stated above in the article, the Gen 6 has been softened, rounded off, and no longer has that "crouched beast" look to it. I love that look! Will not be 'trading up' at this point.

kingchevy (not verified)    June 30, 2016 - 4:24AM

Funny that no one mentions terrible quality control. Mechanical issues. Same reasons that the new Vette doesn't set sales records anymore.

D (not verified)    July 23, 2016 - 4:34AM

In reply to by kingchevy (not verified)

Terrible quality control? I haven't come across it. I test drove a Challenger and it couldn't shift correctly so the car knocked big time and the check engine light came on. When I test drove a Camaro it drove like you'd expect a good sports car to drive, sounded great too.

What mechanical issues are you talking about? The standard transmission from about 4 years ago? What quality issues?

D (not verified)    July 23, 2016 - 4:31AM

It seems like far too many people are speaking from a hypothetical, far off perspective as if they've only looked at it online. The 2016 Camaro looks far better than the so!ewhat chunky design of the 5th gen. The Challenger does look great with a great interior but compared to the Camaro it is significantly bigger and heavier than a Camaro. Anyone who thinks the car is big, sit in it and drive it. It's small, lightweight and fast.
I am in the market and really, really want to buy a 1SS but I can't quite settle on paying a good $60's+ more a month over a 2016 Challenger RT with many options. (Granted, Dodge doesn't give you things like the 8.4in screen standard.) I honestly don't care about the Mustang, it has no torque and torque makes for a fun drive (and yes I'm speaking from a hypothetical perspective on the Mustang.) The thing that makes this a hard decision yet might just make me drop out of the sports / muscle car market all together is this:

The Camaro is extremely well engineered. Driving it is the most fun I've had since I got to race a Lamborghini around a track and pretty close to it. However it's significantly more expensive (but yet much faster) than a Challenger RT and about the same price as a Scat Pack. Also, you can't get blind spot detection unless you spend the extra $6,000 on a 2SS. The poor visibility which Chevy knows exists, makes blind spot detection a necessity. Lastly, Chevy has offered nothing in terms of incentives I'm the past few months.

The Challenger, looks great too but I'm going to be inside the car much more than staring at it from the outside. The interior is nicer and you get a better visibility. However, when I nearly bought one, the Super Track Pack I ordered on it was useless without the 8.4in screen which isnt standard, a 5in joke screen is all you get. Secondly, Dodge didn't do anything to help me actually get the car to a location closer than 350 miles from where I live. Lastly and this is why I didn't buy the car... when I test drove it, the check engine light was on. . . the mechanic told me it missed or failed to downshift from 5th gear to 4th gear. A new car with an automatic... with transmission problems.

So, I love the Challenger, great price but I question if the car will last me as long as I would want it to even though it's at a great price and decent power for an RT. The Camaro on the other hand is engineered to perfection in every way but really, truly, just costs a little too much even with little to no features.

Not sure what to do and again, no I won't get a Mustang.

Stats (not verified)    August 15, 2016 - 2:33AM

Speaking to the price/money issue, GM prices post-2009 bankruptcy are ridiculous! I have a 2014 Camaro Convertible 2SS/RS fully loaded. I bought it with 20K miles, certified pre-owned from the dealer when it was 13 months old for $31,850. The sticker price was just shy of $50K. Saved about 40% in a year. I used to buy a new car every 3-4 years. Not any more. A new family escalade esv is over $90,000! Even a loaded Chevy Tahoe is almost $75K. Its true--that is not a joke. GM's unit volume must be tiny on those vehicles relative to 10 years ago. They're going for home runs on all their desired models. The new Z06 is over $100K. Hellcat $30K less. Almost all of my friends have gone the same route I did--buying 2-3 year old in-warranty lease returns at up to half-price. The depreciation cost to the new vehicle is now some serious cash (tens of thousands) in those first couple years.

Speaking to the 2016 Camaro style issue. I love the newer aggressive styling. I do not like the miniaturization of the car. No trunk. Unuseable back seat. The front seats are right on top of each other. Both the 2016 camaro and the 2015 Mustang are essentially 2 seaters (unless you're under 5). And Camaro visibility went from terrible to non-existent.

I think that the 2016 Camaro is a great car for single twenty-somethings. But it's pretty pricey for them to purchase, terrible leasing costs because of high depreciation, has very limited functionality. You can't toss a bike or have date night in that back seat! Its is a pretty impractical choice, limiting its market. The 2010-2015 appealed to the 1969 camaro nostalgia generation and that market is probably saturated. Love the new shape and the drivetrains are awesome--If they hadn't shrunk the interior so much,and just improved over-hood visibility, I think they'd be selling the heck out of it.

Steve (not verified)    August 15, 2016 - 12:24PM

In reply to by Stats (not verified)

I wanted to hear feedback from a Chevy Guy. One note you are accurate on the backseat and trunk of the new Camaro. However I have two kids both on the tall side for their age group, though thin, I was shocked when I saw how much room they had in the back of the new Mustang. I didn't think it was going to work either, it does. They love it and I love it, couldn't be happier.

John Lanterman (not verified)    August 17, 2016 - 12:33AM

I recently purchased a 2012 Camaro ZL1 for only 33k. Why spend another $15,000+ on top of that 33k when I have a 580hp vehicle that looks more muscular and can make big power with very little modification.

Allen Leckband (not verified)    September 5, 2016 - 7:48AM

I test drove a 2016 1SS and 2LT back in May 2016 and really liked both cars. IMO they were better equipped for the money than the Challenger and the Mustang. I seriously considered getting a new 2LT RS but found a 2011 in extremely nice condition at a dealership for $16K and some change so I bought it instead. While they are for the most part separate cars the difference between the 5th and 6th are not as significant as that of a say a 4th or 5th. I feel GM was trying to keep the overall basic look of the 5th generation but instead of making an entirely new vehicle that made a 5th generation part 2. If GM would of differentiated the two more buyers would see a reason to buy the 6th over the 5th but for me I was able to get a very nice Camaro for half the price of a new one. Since then I've been watching the classifieds and I've noticed several very nice 2010-2015 Camaros for sale for significantly less than a comparably equipped 6th generation. I believe the availability of used 5th generation cars and IMO opinion because they are styled very similar are making buyers ask themselves why spend all the extra money to drive a 6th gen? I would like a have a new one but I plan on driving my 2011 for a couple of years and picking up a used 6th generation when I find another deal. Just my two cents.

Lionel (not verified)    September 10, 2016 - 1:01AM

I just picked up a 1LT V6, and I love it. Reading the comments here, it seems like many of the posters haven't actually driven a 6G car. In person, it looks sleep, and I think the smaller size adds to its desirability. It looks less boy racer than the 5G cars. The interior is more refined, and the 335 HP VA is hella fast and I'm getting over 30 mpg in mostly highway driving. I think the 6G is better than its predecessor in all respects, and is well worth the slightly higher entry fee

B (not verified)    September 29, 2016 - 8:18AM

I'm actually in the market for a Camaro right now. Price is a huge turnoff for me. I had a 2011 2SSRS for which I paid $36k. For the same car, I'm now looking at around 41k. Not to mention it's incredibly hard to find one that doesn't have all sorts of options sunroof, navigation, suspension, dual mode exhaust) that bring the price to 46k or even higher. Thanks but no thanks. Not when I can find gen 5 with less than 20k miles for 25k or so. I also see that the opinions are mixed on looks, but I personally like the look of the gen 6 less than the look of the gen 5. So much less muscle car. Looks like something my wife would drive now. So weird, it's like GM forgot what makes the Camaro "the Camaro", fast, loud, cheap.

Morgan (not verified)    October 6, 2016 - 6:57PM

I'll tell you the exact reason. New car prices have gone through the roof, while jobs in America have gone down the tubes. No one is getting raises. Yeah, some people are doing well, but the middle class keeps dwindling in Obama's green energy presidency. Just like I see barely any new SRT's around etc.

JoshB (not verified)    January 6, 2017 - 7:02AM

So, knowing someone who worked on the 5th generation design, they have really departed from that cool look. I recently saw the interior and its like they moved backwards in style and ergonomics. The giant streak on the exterior side of the vehicle can't be appealing to many and the front end looks too much like a mustang now. Instead of making a lot of small changes, they made a ton of huge ones and the payoff wasn't there. Combine that with what I read here about the price and I totally understand the drop in sales.

Bob (not verified)    February 24, 2017 - 9:41PM

new Camaros are ugly.face it people..gigantic doors. absolutely terrible tail lights and panel. horrible lines all around.Camaro has always been ugly..new ones are just rebranded Cadillac CTS same everything but the external skin.can chevy every make a car that doesnt require the corvette engine in it? cts? vette engine.Camaro? vette engine. 20 years from now iwhich of the top of the line Camaro or Shelby gt500 is going to be worth more money? Shelby and it wont be close.they'll be collectors items.Camaro? junk yard scrap. so be careful where you throw your $60k..notice you havent seen a single gt350r on the road? know why? theyre in garages being stored for a big payday because they'll appreciate FAST.know ehy vette sales have plummeted? because theyre UGLY. the same dope who created the Pontiac Aztec made the new vette? need I say more? who the heck is this dope and how does he still have a job? GM builds really ugly cars across the product line.69 chevelle? looks like an egg with cragars on it. 69 camaro? please.the 69 stang is so much better looking its like Giselle standing next to Whoopi Goldberg..Id even take a mustang king cobra over a 90s camaro any day of the week.
chevy cant build a small small block i.e., 302ish cubes..mustangs have been strip dominators with 4.6s for ever.the best racing engine ever made.

maybe thats why you see a zillion fox body stangs at the drag strips? Curiously I see no chevys. just the ugly old buicks and chevelles. chevy cant make a fast car that doesnt have a big block in it..
the reason camaros are so costly is the gas guzzler tax for huge engines in the z-oh-this or z-oh-that. everythings a z-something at gm..
oooh the cts does 12.18 qt..hmm and itll be worth diddly squat in 5 years as opposed to the bmw or merc you could get for the same price..they also build ugly trucks..old saying is if you wanna go fast and look pretty buy a gm or chevy truck.if you wanna tow stuff and work buy an f150. again , gizelle and whoopie..a 13 gt500 is faster and cheaper than any car gm ever made or any gm fan ever built in his garage for the same price.

Kim (not verified)    April 14, 2017 - 4:34AM

1. I feel I might be to old, I am in my late 40's.
2. I usually buy German cars.
Question to you, what do people think if they see a 48 year old driving a Cam. Convertible.

hollie (not verified)    July 13, 2017 - 11:00PM

In reply to by Kim (not verified)

I'm 48 and it was a car I considered - so I'd think nothing of it at all. I'd go for a 5th gen one as it says you have better taste combined with common sense and a love of driving. If you're worried people would think you were compensating - then stay away from porsche. In all reality though, have fun - it's your life and stop being worried about what others think.

hollie (not verified)    July 13, 2017 - 10:56PM

I have the 2011 5th gen 2LT and I love that car! I loved the look of it - as someone said it had a crouched beast look, but having always been a huge Jaguar fan (67 xke mmmm), it had incredibly elegant lines. It was class and power. To this day, I still have that WOW factor when I walk up on my car. It had all the bells and whistles making it an excellent car for my 40 min ride to work and talk about handling and comfort - to this day I have not found a car I love more. As the miles were climbing on my car - I decided to garage it saving it for more weekend and joy rides. I considered getting the 6th gen, but the price was high compared to the quality and price before and quite frankly I keep trying to like the look, but I just can't make it happen. They pinched the front and back too much and those headlights and taillights are horrendous. This new one looks nothing like beauty of the 5th gen - it's boring and just NO. I ended up buying a BMW for my daily driver. I'll wait a couple years and see if Chevy can fix their mistakes of making the Camaro without it's Wow.

David L Kelley (not verified)    August 8, 2017 - 11:34PM

I was looking at Camaros and GS vettex, found dead a couple that i liked, so I went to test drive. I got in gs,drove it, loved the engine and feel, but couldn't see out of it.... same with Camaros 1le. I didn't even drive that puppy off the lot. Found a 2017 gt350 for 62k, absolutely love it. For those who don't know, Ford Mustangs have 50 degrees more visibility than said GM products. If I'm spending north of 50k, better have full confidence I can see. Plus both cars look rather toyish, and not in a good way.

David Thomas Gibson (not verified)    December 17, 2017 - 3:33AM

I just bought a 2017 RS2LT Hyper Blue. Here in Texas where pickups rule. You can get up too 10k off the price of one during this time of year. Camaro pricing is held so close to sticker, it feels like the dealers won't bargain. It's funny, I think that was Oldsmobile demise. Good quality built car, but GM and dealers would not come off a penny more than they had too. They would keep that car for a year or more rather than be a volume dealer.