Congratulations to Marc Cutter - Hawaii Automobile Dealers ...

The Official Publication of the Hawaii Automobile Dealers Association
Congratulations
to Marc Cutter –
Hawaii’s 2013
Dealer of the Year
Started selling cars at age 16, now owns
multiple dealerships with 340 employees.
See story on pg. 6
Other Stories in this Edition:
It was a special convention on Kauai. pg. 14
Covering Data thru September 2012
Hawaii Auto Outlook
Sponsored by: Hawaii Automobile Dealers Association
FORECAST
Aloha Kia’s owner Bill van den Hurk provides use
of a Kia Optima to the Teacher of the Year. pg. 10
State Market to Improve for Third Con
Predicted increase for this year is 19.9%; another increase like
Information overload is hard to avoid these
days. Here’s our attempt to cut through the
clutter. Below is a concise summary of key
trends and developments in the Hawaii new
vehicle market.
State market posts solid gains during first
three quarters of 2012; increase exceeds
Nation
State new retail light vehicle registrations were
up 22.3% through September of this year versus
a year earlier, well above the 13% uptick
in the National market.
New vehicle market picks up steam in Third
Quarter of this year
The Third Quarter increase was 28%, stronger
than in the First and Second Quarters (see
page 2).
Fourth consecutive annual increase likely in
2013
State new retail light vehicle registrations are
predicted to increase 9% from 2012 to 2013.
This year’s annual increase is pegged at 19.9%
New light vehicle registrations
2012 Fourth Quarter
Annual Trend in Hawaii New Vehicle Market
80,000
70,000
60,000
67,224
50,000
57,526
40,000
30,000
44,500
42,804
33,639 34,019 37,086
20,000
10,000
0
Forecast determinants point to
growth in new vehicle sales during
eral years
The likelihood of sluggish econom
the slowly recovering labor market
cally restrictive fiscal policy from W
the Euro Zone debt crisis, and a slo
economy are likely to put a mild
the rate of growth in new vehicle
up demand, an improving housing
interest rates, and gradually impr
hold debt levels should ensure s
tinue to head higher, but at a
pace.
Market is predicted to improve
19.9% in 2012 and 9% in 2013.
48,500
2006 2007 2008 2009 2010 2011 2012 201
Forecast Forec
The graph shows new retail light vehicle registrations in the state from 2006 t
2011, and Auto Outlook’s projections for 2012 and 2013.
TM
Cars grab a larger share of st
Car market share increased fro
ing the first nine months of 2
this year. Primary factors were
es and a bevy of new product
Alternative powertrain vehi
sharply in 2012
State sales of hybrid and
trucks were up 78% so fa
share has risen to 6.1% in
Hawaii Auto Outlook sees 19.9%
increase for 2012. pg. 29

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4
Hawaii Automobile Dealers Association
1100 Alakea Street, Suite 2601
Honolulu, HI 96813
(808)593-0031 • Fax (808)593-0569
2012-2013 HADA
Officers & DirectOrs
President
Mike Niethammer
President-elect
Bill van den Hurk
Vice President
Vice President
Eric
Eric
Fukunaga
Fukunaga
secretary
secretary
Joe Nicolai
Joe Nicolai
treasurer
treasurer
John Uekawa
John Uekawa
nada director
nada director
Joe Hanley
Joe Hanley
Hawaii director
Hawaii Brian Kitagawa director
Wayne De Luz
Maui director
Damien Maui director Farias
Damien Farias
oaHu director
Stan Masamitsu
oaHu director
Stan Masamitsu
oaHu director
Morrie Stoebner
oaHu director
Morrie Stoebner
oaHu director
Jack Jackson
oaHu director
oaHu Jack Jackson director
Dan Keppel
oaHu director
Kauai director
Dan Keppel
Dan Mackey
Kauai director
at large director
Dan Mackey
Keoni Hansen
at large director
at large director
Keoni Hansen
Wayne De Luz
iMMediate Past President
iMMediate Past President
Nick Cutter
Nick Cutter
HADA STAFF
executiVe Executive director Director
Dave Rolf
dealer serVices Manager
Dealer Services Manager
George Cochard
George Cochard
Dear HADA Members,
It is my pleasure to
serve as your HADA
President for 2013-
2014. I would like to thank
Nick Cutter for serving in
this capacity the past 2
years.
As a so-called “Next
Generation” Dealer, I am
charged with bringing a
“youthful energy” to the
organization. I’m going
to need this energy, along
with all of your personal
and financial support
for the 2013 Legislative
Session. It is imperative that we continue to be at the forefront of issues
which affect our industry, our jobs and our State. Our industry is rapidly
changing with new technology, more factory involvement and ever
expanding government regulations.
Here are some key dates to put on your calendars.
1) Dealer Day at the State Capital-- 11:30 a.m. to 1 p.m. Thursday, Jan.
17, 2013, 3rd Floor State Capital Building.
2) VIP Preview Night at the 2013 First Hawaiian International Auto
Show 6:30-8:30 p.m. Thursday, March 21, 2013, at the Hawaii
Convention Center
3) 2013 First Hawaiian International Auto Show March 22-24, 2013.
Here’s to a great 2013.
Mike Niethammer
2013 – 2014 HADA President
HawaiiDealer is designed & published by Custom Publishing Design Group, Inc.®
800.246.1637 • www.MyCompanyMagazine.com. To advertise in an upcoming
issue contact Twinka Tison, 904.242.8586 or e-mail Twinka@twinkatisonstudios.com.
HawaiiDealer is published quarterly by the Hawaii Automobile Dealers Association, 1100 Alakea Street, Suite 2601, Honolulu, HI 96813
Phone: 808 593-0031 Fax: 808 593-0569 Email: drolf@hawaiidealer.com

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5

6
Hawaii’s 2013 Dealer of the Year
MArC Cutter, Hawaii’s 2013 State Dealer of the Year,
sits behind his perfectly manicured desk on a Monday
morning with a filled-in long yellow pad “to-do” list.
I arrived at 10 a.m. for the interview, noting the long list on the
desk with a smile and began by commenting on the size of the
beautiful mahogany and leather desk. Marc explained that it
was his father’s original desk and it had been used for a time by
his brother Nick.
Marc grew up in the car business.
Marc’s a second generation auto dealer. He said his dad,
returning from the Korean War, decided to take a job as a car
salesman because he was offered a demo use and “he needed
a car.”
His father soon owned a small used car dealership in St. Louis,
Missouri, where Marc was born in 1958. Marc said, though, that
the cold Missouri winters soon led the family to strike out for
sunshine and California.
“One day, when I was three, we all piled in the car—dad and
mom, Nick, me, Sara, Mike and our German Shepherd Jetta—
and headed out.”
“We lived in a motel for a month in Los Angeles, while dad
looked for work. He landed a job as a general manager of a
Ford store.”
In 1966, his father bought his first new car dealership, a Ford
store in Hermosa Beach; the family lived in Woodland Hills at
the time. Over those early years in California, Marc said, he
lived in Palos Verdes, Woodland Hills, Sherman Oaks, Studio
City, and Beverly Hills.
He started selling used cars at age 16 at his father’s Ford store
in North Hollywood.
“I’ve always loved cars,” said Marc, explaining that even as a
teenager was tearing cars down and building them back from
the frame up, with customized interiors, and the finest wood
trim, “the works.”
He graduated in 1976 from Cal Prep in Encino, California, a
school, which at the time, also had in attendance, Michael,
Marlin and Janet Jackson (of the Jackson 5), Chris Brando, son
of Marlon Brando, Christy Bono, daughter of Sonny Bono,
Danny Bonaduce, of the Partridge Family TV show fame, and
many others.
That year, the Cutter dealerships in Van Nuys included Ford, Rolls
Royce, Fiat, and Lotus. Over the years, there were numerous
Cutter dealerships in Southern California.
Marc said he started fulltime in sales at the dealerships “the day
I graduated from Cal Prep.”
Brother Nick is six years older, but Marc jokes that “I actually
brought Nick into the business.” “Nick, had graduated from law
school and was working for a law firm at $1660 a month, and I
said c’mon work at the dealership and you earn twice that and
you’ll get a new car to drive.”

In 1976, his father bought a high line store on the corner
of Sahara and Decatur in Las Vegas that carried Rolls Royce,
Bentley, BMW, Jaguar, Volkswagen and Land Rover. At age
20, Marc moved to the desert city to take a position at the
dealership as sales manager and F&I manager.
Marc fondly recalls the “great times in Vegas.” Frequent patrons
of the store included Liberace, Wayne Newton, and many of
the other famed entertainers and casino owners. “One casino
owner eventually bought ten Rolls from us…it seemed like a
different color for each of her many different colored outfits.”
The Las Vegas dealership was sold in 1980 but purchased back
a year later after the new owner needed to rescue some of this
other operations.
The Las Vegas dealership was sold again in 1985 along with the
dealerships in Los Angeles. “but I decided to stay in Las Vegas,
so I went out on my own and developed a new car brokering
business, that featured a 10,000 square-foot warehouse for
operations, and also included a Harley-Davidson motorcycle
customizing business.
“We customized a Harley for Sam Kennison—the comedian. We
even had one of our customized bikes featured on the cover of
Easy Rider magazine.”
Cutter Custom Cycles operated from 1985-1990—selling as many
as 30 bikes a month. “Casinos bought many of the tricked-out
bikes to feature as jackpot prizes for slot machines.”
Marc met his wife Paulina in Las Vegas and they married in
1990. They have a son, Gerald, 12. Marc has a daughter, Ashley,
from an earlier marriage and two grandchildren.
“Gerald was named after your father?” I asked.
“He was named after my father… and named after my mother,”
Marc replied, with a smile.
“How’s that?” I said.
“Well my father is Gerald and my mother is Geraldine,” he said
with smile growing broader.
“It’s interesting too that Paulina’s parents also had similar
names—Norman and Norma,“ he said.
When asked about the background of the name “Cutter” Marc
explained that it “was an Ellis Island thing.” He said that his
great grandfather and great grandmother were of Russian and
Polish background. The complicated Russian name with its many
syllables led the immigration official at Ellis Island in New York,
to create the name “Cutter” because his great grandfather’s
trade was a tailor.
In the early 1990s, Marc said that his brother Nick discovered an
opportunity to buy a big dealership in Santa Barbara, California
that was in bankruptcy. “It was kinda like what we had in Las
Vegas,” Marc said.
It was on 6 acres, with a 100,000-sqaure-foot building, an acre
of underground parking and rooftop storage for 150 cars. We
were told it cost $28 million to build in 1987. The showroom
had 30-foot ceilings, South African black granite floors, a spiral
staircase made of the same granite, 9 employee kitchens, 4
shower rooms, the owner’s desk was also of South African black
granite and set against suede-covered walls.
A story in the Santa Barbara News Press reported that “Cutter
Management Corp. purchased Gregg Motors for $7.5 million
through the U.S. Bankruptcy Court. At that time, Gregg Motors
had 42 employees.”
7

8
In 1992 it was opened as Cutter
Motors—featuring Mercedes, BMW,
Porsche, Audi, Jaguar, Land Rover,
Cadillac, Dodge and Oldsmobile. It was
at the intersection of Highway 101 and
Hope Street. The previous owner had
built a $1 million off-ramp from the
freeway to the dealership.
Two years later, another 6 acres
became available across the street, so
the company purchased the property
and sold 3 acres to Dick Graham who
built a Chevrolet dealership. The
Cutter Company also built a Cadillac,
Oldsmobile, Dodge dealership in the
same Spanish motif on the remaining
3 acres. I was the vice president and
general manager of the operation.
It was tough at first. Over the years
in California and Las Vegas I had
developed many acquaintances
and friendships in the sports and
entertainment fields, including Ray Leonard, Marcus Allen,
Kenny Loggins, Dennis Miller, Rob Lowe, and we had been highend
dealers in other parts of California, so the business slowly
and steadily began to develop.
A Santa Barbara News Press story, at the time of the Cutter
California sale, reported that the Cutter company was based in
Honolulu and was “one of the largest business in Hawaii.”
The story continued, “In the (Hawaii Business magazine
2003) annual list of the top 250 businesses in Hawaii, Cutter
Management ranked No. 11, with $472 million in gross sales
last year and 941 employees spread out among numerous
subsidiaries and divisions, including Cutter Motors in Santa
Barbara.”
The Santa Barbara dealership was sold in 2004, and I thought I’d
like to retire and become a professional poker player, said Marc,
“but I decided to come to Hawaii.”
I came as vice president of sales and marketing for Cutter
Management’s dealerships.
When the car business around the world was in the trough
following the year-earlier global financial crisis, at age 51,
after working mostly in the family car business most of his
life, Marc said he felt the timing right to purchase his own
dealerships. So, with bank loans backed by home equity and
personal guarantees, he, along with brother Jarrett, purchased
a Cutter Buick dealership, a Cutter GMC dealership, 2 Cutter
Mazda dealerships, and 2 Cutter Chrysler, Jeep, Dodge, and Ram
dealerships. The group of dealerships employs 340.
“It was a tough time.” GM and Chrysler were going through
bankruptcies and there were a lot of uncertainties.”
“But I had seen hard times before, like back when interest rates
were at 19% in the 70s, and gas in ’73 was rationed every other
day to the cars with odd and even license plates.”
Marc and Jarrett soon decided to focus their dealerships, which
now include FIAT, on developing customer relationships by
Gary Scheuring conducts training in the new Cutter Automotive training Center.
training “good people in the skills of good customer relations.”
“We’re focused on people; you’re only as good as your people.”
“And that’s why we created the Cutter Automotive Training
Center. It trains everyone who has direct contact with customers.
“The standardized training program is designed to promote
career advancement of personnel internally,” he said.
Marc has continued the Cutter Family dealerships’ focus on
charitable giving which includes regular support of the Hawaii
Foodbank, Easter Seals, MADD, and Mid Pacific Institute (the
school son Gerald attends).
The news release from Time Magazine and Ally Financial,
reported that “Cutter is one of a select group of dealer nominees
from across the country who will be honored at the 96th annual
National Automobile Dealers Association (NADA) Convention &
Exposition in Orlando, Florida, on February 9, 2013.
In its second year as exclusive sponsor Ally will recognize dealer
nominees and their community efforts by contributing $1,000
to each nominee’s charity of choice. Marc has selected Hawaii
FoodBank for the donation. Nominees will also be recognized
on the recently launched website, AllyDealerHeroes.com, which
highlights the philanthropic contributions and achievements of
auto dealers across the U.S.
The TIME Dealer of the Year award is one of the automobile
industry’s most prestigious and highly coveted honors. Recipients
are among the nation’s most successful auto dealers who also
demonstrate a long-standing commitment to community service.
Cutter, 54, was chosen to represent the Hawaii Automobile
Dealers Association in the national competition—one of only 57
auto dealers from 17,000 nationwide—nominated for the 44th
annual award. The award is sponsored by TIME in association
with Ally Financial, and in cooperation with NADA. A panel
of faculty members from the Ross School of Business at the
University of Michigan will select one finalist from each of the
four NADA regions and one national Dealer of the Year.

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9

10
Hawaii’s 2013 State Teacher of the Year Received
Use of a KIA Optima Hybrid from Aloha KIA
The 7 District Teachers of the Year
each received a $200 gas card from Aloha Petroleum, Ltd.
HADA president-elect Bill van den Hurk provided a fuel-efficient
40 mpg (highway) KIA Optima Hybrid to
the Hawaii State Teacher of the Year to use for a year
and HADA associate member Aloha Petroleum, Ltd. provided
$200 free gas cards to all seven Hawaii District Teachers of
the Year. The association notes that the developing category
of efficient gasoline cars will make a major contribution
to achieving the goals of the Hawaii Clean Energy Initiative—which
specifies that 30% of the HCEI’s goal for 2030 be
achieved through “efficiency” that is, in the ground personal
transportation sector, the more efficient use of petroleum
through higher mile per gallon vehicles.
HADA members recently calculated that if the nation
followed Hawaii’s example of the HCEI, and if the nation
achieved the same goal by 2030, that more than 40 billion
gallons of gasoline would be saved.
Karen Kutsunai, a teacher at Kailua Intermediate, received a
2012 KIA Optima Hybrid, use for a year, compliments of Aloha
Kia during Hawaii State Teacher of the Year Ceremonies
hosted by State Department of Education officials at
Washington Place, in Honolulu.
Aloha Petroleum, Ltd. awarded each of the 7 District Teachers
of the Year a $200 gas card.
Casie Gatan, marketing communications manager, made
the presentation noting that Aloha Petroleum has been
at the forefront of supporting fuel efficiency in private
transportation and was one of the first gas station chains in

The newly-named 2013 Hawaii State Teacher of the Year, Karen Kutsunai, Kailua
Intermediate, shown with KIA key, receives use for a year of a new KIA Optima
Hybrid presented by Aloha KIA owner Bill van den Hurk following the Hawaii
State Department of Education Teacher of the Year ceremonies held October
26, 2012 at Washington Place in Honolulu. Accompanying the car presentation,
coordinated by the Hawaii Automobile Dealers Association, are 2013 Miss
Hawaii Teen USA, Samantha Neyland, far left, and Brianna Acosta, 2013 Miss
Hawaii USA, far right.
the country to install electric vehicle charging stations at 3
of its locations across Oahu: Aloha Island Mart Kahala, Aloha
Island Mart Waipio-Gentry, and Kailua Shell.
Van den Hurk noted that the gas-electric KIA Optima Hybrid
model, which uses its gasoline engine to generate electric
power to propel the car at times on electric power and at
higher speeds, and certain situations, on gasoline only, won
the Guinness World Record for lowest fuel consumption in a
hybrid gasoline vehicle while driving through all “Lower 48
U.S. States” achieving, through “hypermiling”
techniques, a record 64.55 miles per gallon,
using only five and a half tanks of gas to
cover every one of the Lower 48 states. That
record was 61% better than the car’s EPA gas
mileage rating.
“We all know that top teachers will help
students to go a long way with a good
education,” said Van den Hurk.
The State Teacher of the Year is selected from seven District
Teachers of the Year.
The Polynesian Cultural Center, the Teacher of the Year
program’s corporate sponsor for 27 years, awarded $500 to
each District Teacher of the Year, and an additional $1,000 to
the State Teacher of the Year. Gifts of instructional software
for each District Teacher of the Year and other classroom
technology for the State Teacher of the Year were presented
by SMART Technologies.
The Seven 2013 District Teachers of the Year received $200 Aloha Petroleum, Ltd. gas cards during the State Department of Education’s
Teacher of the Year Ceremonies. Shown l-r are Karen Kutsunai, 2013 State Teacher of the Year, Windward Oahu District, Victoria Coffin,
Leeward Oahu District, Tracie Higashi, Central Oahu District, Paul Holwegner, Kauai District, Aaron Loque, Maui District, Amoreena Nestman,
Hawaii District, and Marcus Pottenger, Honolulu District. Casie Gatan, Aloha Petroleum Ltd. marketing communications manager, presented
the cards at ceremony.
11

12
70000
65000
60000
55000
50000
45000
40000
35000
30000
57,456
Hawaii Retail Automotive Market
54,544
47,783
45,249
44,865
44,175
42,487
41,083
41,480
From driving operational efficiencies
through navigating the road ahead.
For more than seven decades, we’ve helped auto dealers enhance their
operations, improve their bottom line and navigate changing conditions.
Delivering unwavering commitment, deep industry expertise, financial
strength and a full range of customized solutions to help you succeed.
Rolf Sorenson
Client Manager
1.310.990.5108
rolf.w.sorenson@baml.com
New Vehicle Registrations by Year
40,673
45,054
51,500 51,388
“Bank of America Merrill Lynch” is the marketing name for the global banking and global markets businesses of Bank of America Corporation. Lending, derivatives, and other commercial banking activities are performed globally
by banking affiliates of Bank of America Corporation, including Bank of America, N.A., member FDIC. Securities, strategic advisory, and other investment banking activities are performed globally by investment banking affiliates
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brokerdealers and members of FINRA and SIPC, and, in other jurisdictions, by locally registered entities. Investment products offered by Investment Banking Affiliates: Are Not FDIC Insured • May Lose Value • Are Not Bank
Guaranteed. ©2012 Bank of America Corporation | ARW0N392 | DFS-103-AD
53,314
62,712
65,882
70,268
67,224
57,526
42,804
33,639 34,019
35,531
48,500
(est.)
44,500
2013

The Official Publication of the Hawaii Automobile Dealers Association
2011 Fourth Quarter Edition
Congratulations
to Tom Griffin
2012 State Dealer
of the Year
See story on page 16
Other stories in this edition:
HADA Convention
Page 6
State Teacher of the Year receives electric
car (use for a year)
Page 23
HADA’s message that was proposed for
APEC
Page 28
The Official Publication of the Hawaii Automobile Dealers Association
2012 First Quarter Edition
Hawaii Reaching Out
To China, Japan, and Korea
...offering the islands as a test bed for smart grid development
with a component focus on renewable energy in cars.
Other stories in this edition:
Rep Jerry Chang (L) and Joe Hanley at
Dealer Day at the State Capitol
Page 6
March 30
– april 1
© Fayme Harper 2012
vip preview
2012
2012 First Hawaiian International Auto Show Metallic balloons in the wires.
is provided Title Sponsor new logo, compliments Media Sponsor of First
Hawaiian Bank
Page 17
Page 14
Sponsored By
Produced By
The Official Publication of the Hawaii Automobile Dealers Association
2012 Summer Edition
VIP Preview Night at the First Hawaiian International Auto Show... p. 6
Gov. Linda Lingle
Come to the
53rd HADA
CONVENTION
October 11-14 • Kauai Marriott Resort
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Established under HADA president Charlie King in 2002, the HawaiiDealer is a quarterly magazine that provides
information on the activities of HADA members to a wide audience, including the membership of the Association, key
employees at the dealerships, legislators, city council members, Hawaii media, the Congressional Delegation, and many
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The Official Publication of the Hawaii Automobile Dealers Association
2012 Convention Edition
Other Stories in this Edition:
2012
Convention
Edition
HADA Membership
Contact Information
pages 14-19
Sen. Daniel Inouye speaks at Aug. 13, 2012 kickoff
event on Maui in the Japan-U.S. Smart Grid Project. pg. 12
A “Perfect Storm” for Gifting
See story on Alan Karbowsky’s remarks on gift tax and how
it affects dealers, page 6. L-R, Brad Nicolai, Alan Karbowsky.
File Photo
HADA Membership as “Q” file photo from 2009 50th
Anniversary. pg. 10
13

53rd HADA Convention
2012 Golf Tournament Chair
Bob Gardiner
The 2012-2013 HADA officers and directors were sworn in during ceremonies on Kauai October 12,
2012. Left to right Damien Farias, Maui director; Keoni Hansen, at-large director; Joe Hanley, NADA
director; Wayne De Luz, at-large director; Dan Mackey, Kauai director; Brian Kitagawa, Big Island
director; Stan Masamitsu Oahu director; John Uekawa, treasurer; Eric Fukunaga, vice president;
Bill van den Hurk, president-elect; Mike Niethammer, president; and Nick Cutter, immediate past
president. Not shown, Joe Nicolai, secretary; Morrie Stoebner, Oahu director; Jack Jackson, Oahu
director; and Dan Keppel, Oahu director.
2012 Convention Chair
Dan McKay
2012-2013 HADA President
Mike Niethammer

Held on Kauai
Outgoing treasurer Ron
Hansen, left, received a
gift of appreciation from
the association presented
by Mike Niethammer
NADA Vice Chair
David Wescott
Outgoing HADA
president Nick Cutter,
left, presents a gavel
to incoming president
Mike Niethammer.
Hawaii NADA director
Joe Hanley

Front row from left: Kathy Kobayashi, David Westcott, Debbi Westcott.
Back row from left: Ted Kobayashi, Pat Thiel, Jack Thiel.
Front row from left: Brad Keiller, Maureen Martin, Jeff Martin.
Back row from left: John Miwa, Chris Garnett.
Front row from left: Mary Benson, Byron Hansen, Dolores Hansen, Nancy Yoshioka, Damien Farias. Back
row from left: Sam Celly, Mark Benson, David Whitney, Emma Whitney.
Left to Right: Scott Hogle, Richard Doyle, Sharron Brown, and Derrick Hatami.
Front row from left: Susii Hearst, James Avis.
Back row from left: Gregg Mueller, Kate Hogle, Scott Hogle, Mike Kelly.
Front row from left: Morrie Stoebner, Alexis Stoebner, Michael Stoebner, Camille Stoebner.
Back row from left: Michael Stoebner, Jennifer Stoebner, Mark Wheeler, Becky Fisher.
Front row from left: Linda Anderson, Walter Lawson.
Back row from left: Ryan Hamilton, Michelle Malbranche, Marco Tosoni.

Left to right: Walter Lawson, David Perry,
Bernie Remigio, Carla Matsushima, Mike Leary.
Front row from left: Lisa Good, Troy Good, Jeannie Starness, Stan Starness, Linda Fisher. Back
row from left: Stan Masamitsu, Jay Sharpnack, Derrick Hatami.
Front row from left: Fred Lwee, Rick Ching, Mary Beth Ching, Keiko Inouye. Back row
from left: Derek Wolfe, Dennis Tengan, Kevin Okawa, Glenn Inouye,
Left to Right: Rolf Sorenson, Michele Vanags, Einar Vanags, and Cliff Hall.
Front row from left: David DeLuz, Josephine DeLuz, Grace Tsunezumi,
Francis Tsunezumi. Back row from left: Richard Meyer,
Jacquelen Watanabe, David Bonn, Donna Leopoldino, Wayne DeLuz.
Front row from left: Robyn Polk, Jim Polk, Ron Hansen, Liz Hansen. Back row from left: Robert
Gardiner, Bun Gardiner, Mike Niethammer, Keoni Hansen, Jamie Hansen
Front row from left: Terry Dortch, Cheryl Dortch, David Fino.
Back row from left: Rick Perez, Robert Stewart.

Front row from left: Peter Burns, Paula Trask, Dewayne Kong.
Back row from left: Beryl Parrilla, Harding Parrilla, Dean Mastsuoka.
Front row from left: Clarisse Mau, Lorena Pojas, Johnnalle Keliikipi.
Back row from left: Gary Scheuring, Vic “Poki” Pojas.
Front row from left: Colleen Shibano, Sandy Nakamura, Stuart Shibano, and Eddie Ponciano.
Back row from left: Keith Nakamura, Todd Nitta, Cliff Hall, and Mika Gagnon.
Front row from left: Lori Shimabuku, Dane Shimabuku, Clayton Nakamura.
Back row from left: Michael Waring, Jim Wheeler, Edson Toma, Chong Nakamura.
Front row from left: Mark Uekawa, Sally Uekawa, and John Uekawa.
Back row from left: James Moniz, Melissa Moniz, and David Adams.

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19

20
Solar power from your roof
can help ll the “tank” of your
electric vehicle at lower cost
Electric vehicle (EV) owners say their EVs are
a lot of fun to drive. EVs have a lot of torque
so all the power of the electric motor is
available the moment you step on the pedal.
And a big part of the joy, EV owners say, is
breezing by gas stations. By fueling their
vehicles with electricity, not gasoline, they
save money mile for mile and they keep the
environment cleaner – with lower carbon
emissions than drivers who still must stop at
the corner gas station for an expensive ll up.
Now, drivers with an electric vehicle in the
garage and solar photovoltaic (PV) panels
on the roof can enjoy a bigger bene t by
signing up for Hawaiian Electric’s discounted
electric vehicle time-of-use (TOU) rates and
net energy metering (NEM).
Cruisin’ on sunshine
The utility’s EV TOU rates for charging at
night after 9 p.m. are lower than the typical
residential rate. Further, NEM customers
get full retail credit for excess renewable
energy sent to the grid to offset the cost of
electricity from the grid when not enough
renewable energy is available.
The combination can lower your overall bill
and may help manage your electricity needs
with a slightly smaller PV system.
EV Pilot Time-of-Use Rates*
Discount EV time-of-use rates
encourage charging “off-peak”
(9 p.m. to 7 a.m.) to make the
smallest impact on island electrical
systems. Off-peak electric rates are
about six cents per kilowatt hour
(kWh) below the typical rate, while
peak rates are up to six cents higher
per kWh. Most EVs have on-board
timers, so it’s easy to start charging
during the off-peak period.
“With solar on the roof and an EV in the garage you
will have the best of both worlds: renewable energy
for your home and transportation needs at a great
(low) cost. That is a hard combination to beat.”

Net Energy Metering
NEM gives roof-top solar panel
owners credit at the full retail rate for
excess electricity generated by their
photovoltaic systems and sent to the
utility during the day. With both EV
rates and NEM, electricity from a PV
system sent to the grid during the day
is credited at a higher rate than the
electricity taken from the grid at night at
the lower off-peak price, increasing the
overall saving.
To learn more about solar energy and
NEM, visit nem.heco.com and
Goingsolar.heco.com.
To learn more about EV TOU rates,
visit goev.heco.com or contact Hawaiian
Electric at 808-543-GOEV (4638).
How to take advantage
of the EV TOU rates/NEM
combination:
If you own or lease an electric vehicle
(EV), or plan to do so, consider these
simple steps:
1. Talk to your EV dealer and your
PV or electrical contractor about
charging options.
For some, a simple 120-volt plug
and cord set using a standard outlet
(called Level I) may meet your needs.
Others may want a faster Level II
charge. Either way, you can take
advantage of discount EV TOU rates.
Many PV contractors can also install
Level II charge stations.
2. If you choose Level II, you must
install a charge station.
The contractor will visit your home
to provide an estimate for installing
the charge station and completing
any necessary wiring changes or
upgrades. If electrical upgrades
are needed, the county building
department must approve plans
and sign off when the installation is
complete.
3. If you install a PV system, plan to
participate in net metering.
Start by adding solar water heating and
making your home electricity as ef cient
as possible with Energy Star appliance,
CFL or LED bulbs and other energy saving
techniques. (Visit www.heco.com to
learn more.)
Your PV contractor will recommend a
roof-top panel system based upon your
annual household energy use and EV
miles driven. Be sure your PV contractor
knows you have or plan to buy an electric
vehicle and plan to enroll in the EV TOU
rate.
Your PV contractor will work with you to
submit the required NEM agreement or
addendum (for existing NEM customers).
4. When you buy an EV, select a
charging rate.
• Present Rate — EV charging on your
current rate day or night.
• Residential TOU-EV — A single,
whole-house TOU meter with three
rates: Off-Peak (lowest cost), Mid-
Peak (higher), Priority Peak (highest).*
With PV, this option gives you higher
daytime NEM credits to offset less
expensive over-night charging rates.
• Residential EV-R — A second
dedicated TOU meter must be
installed for EV charging only. Home
electricity use is billed through the
existing meter at typical rates. EV
charging has Off-Peak and On-Peak
rates.* NEM credits from your home
meter cannot apply to the EV meter.
• Commercial EV-C—A separate TOU
meter for EV charging only at Off-
Peak and On-Peak rates.*
To enroll, complete and submit the
EV enrollment form available at
http://goev.heco.com.
With solar on the roof and an EV in the
garage you will have the best of both
worlds: renewable energy for your home
and transportation needs at a great (low)
cost. That is a hard combination to beat.
*Hawaiian Electric will provide and install a TOU meter at no cost, with only a nominal
monthly metering charge to the customer. If you select the two-meter opti on for Schedule
EV-R or EV-C, you must provide a new service connecti on and meter socket.
Fast Chargers offer new
way to top-off Electric
Vehicles
In June, Aloha Petroleum
unveiled the rst fullaccess
electric vehicle
fast chargers at three
convenient Aloha and
Shell gas stations on
Oahu. The 10-foot tall
fast charters are hard
to miss at Aloha Island
Mart Kahala (4339
Waialae), Aloha Island
Mart Waipio-Gentry
(94-826 Ukee Street) and Kailua
Shell (434 Kuulei Road). In fact, they glow at
night.
An EV can be fully charged in less than 30
minutes at a high-powered fast charger and a
partial charge or topping off takes even less time.
“Use of electric vehicles is steadily increasing
across Oahu,” noted Richard Parry, Aloha
Petroleum’s president and CEO. “As our
customers’ driving habits evolve, we’re proud to
provide innovative, clean and reliable ways to fuel
their vehicles, whether it’s gasoline-powered or
electric.”
The fast chargers are supplied by AeroVironment
Inc. under the Hawaii EV Ready Grant Program
which received American Recovery and
Reinvestment Act funds to accelerate the
adoption of electric vehicles and reduce Hawaii’s
dependence on petroleum.
As part of this program, the Hawaii Department
of Business, Economic Development & Tourism
Energy Of ce is managing installation of 200 new
EV charging stations at more than 80 locations
statewide.
Electric vehicles must be equipped with a
CHAdeMO (short for “CHArge de Move” or
“charge for moving”) fast-charging outlet. For
now, EVs can be charged for free at all three
Aloha stations.
“We are proud to partner with Aloha Petroleum
and AeroVironment to make Hawaii a national
leader for Electric Vehicle adoption,” said Scott
Seu, Hawaiian Electric vice president for energy
resources. “Now, more Hawaii residents and
visitors driving electric vehicles from Kaena Point
on Oahu’s north shore to Sandy Beach on the
island’s south shore can motor with con dence
knowing a fast charger is along the route to and
from home or scenic locations.”
Volta, a local EV charger start-up, has free Level II
charge spots around Honolulu, including Kahala
Mall and Pearlridge Shopping Center. Better Place
and AeroVironment have Level II chargers in many
parking structures and lots around Honolulu. 21

Hawai‘i,
The CleanTech Paradise
Hawai‘i, blessed with abundant natural energy sources,
is the center of rapid cleantech development and
is positioned as a global leader in cleantech and
renewable energy. All the rich indigenous resources will
allow our state to quickly break free from its dependence
on imported oil and create an expansive economy
that will advance 21st century power generation,
distribution, energy consumption and conservation.
Freedom From Fossil Fuel

AN AGGRESSIVE TRANSFORMATION
The Kū‘oko‘a Plan frees Hawai‘i from its
dependence on fossil fuels, creates a
sustainable green economy and establishes
a globally recognized cleantech industry.
The world’s economy is becoming increasingly
vulnerable to the price of oil. It was severely
impacted in 2008 when the price of oil rose
to nearly $150 a barrel. Hawai‘i was similarly
a ected as it imports nearly 53 million barrels
of oil annually. With peak oil on the horizon,
Hawai‘i has begun its energy transformation.
In line with the Hawai‘i Clean Energy Initiative
(HCEI), the Kū‘oko‘a Plan will take an even more
aggressive approach to utilizing its robust
renewable resources to ensure 100% energy
security within 10 years.
FREEDOM FROM FOSSIL FUEL
The Kū‘oko‘a Plan frees Hawai‘i’s economy
from fossil fuel within a decade, relying on
indigenous, renewable energy sources like
geothermal, wind, solar, biofuels, and ocean
thermal conversion, while enabling air and
ground transportation to move more quickly
away from fossil fuel.
The plan also embraces an innovative power
distribution network, establishing a reliable
statewide power grid system. In conjunction
with a portfolio of renewable technologies,
there is more than enough geothermal energy
available on the islands of Hawai‘i and Maui to
provide rm power for the entire state.
CREATING ECONOMIC STABILITY
The Kū‘oko‘a Plan will decrease and stabilize
the cost of electricity statewide by using
geothermal energy as its core base load.
Besides retaining the billions of dollars
that is spent on importing fossil fuels, the
Kū‘oko‘a Plan will also grow the economy
by generating and exporting energy
worldwide. In doing so, the Kū‘oko‘a Plan
creates new jobs, generates new revenue
and adds signi cantly to the state’s tax base
while enabling the development of many
renewable energy projects.
CREATING CLEANTECH INDUSTRY
The Kū‘oko‘a Plan will create a cleantech
sector which will provide sustainable 21st
century jobs. Additionally, the Kū‘oko‘a
Plan supports STEAM (Science, Technology,
Engineering, Arts and Math) education
and research in high schools and higher
education institutions, which will in turn
create a workforce of the future and
stimulate the creation of new businesses
in the renewable and clean energy sectors.
Inspired and informed by the cultural and
community values of Hawai‘i and its people,
the Kū‘oko‘a Plan will free the Hawaiian
economy from its dependence on fossil fuel
and position the state as a global leader in
cleantech and renewable energy.
Learn more about the CleanTech Paradise at kuokoa.com.

24
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25

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With CUDL, it’s a simple equation:
SALES
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FINANCING = SALES!
CUDL has the credit union network and technology necessary to drive
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nation’s leader in point-of-purchase and indirect lending for the credit
union industry. Participating CUDL dealerships enjoy the benefi ts of:
• Quick and consistent loan decisions even when
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Management With more than Consultants 30 years of
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With more than 30 years of accounting experience in the automotive field, Kobayashi & Co.
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27

For Information Contact:
Linda R. Fisher, President
(714) 612-6176
Email: linda@dealerassurancegroup.com
No Matter Where You Go
We Are Right Behind You

Covering Data Data thru thru September September 2012 2012 Volume Volume 11, 11, Number 4
Hawaii Auto Outlook
Hawaii Auto Outlook
Sponsored by: Hawaii Automobile Dealers Association
FORECAST
FORECAST
State Market to Improve for Third Consecutive Year in 2012
State Market to Improve for Third Consecutive Year in 2012
Predicted increase for this year is 19.9%; another increase likely in 2013
Predicted increase for this year is 19.9%; another increase likely in 2013
Information overload is hard to avoid these days.
Information Here’s our attempt overload to is cut hard through to avoid the these clutter.
days. Here’s our attempt to cut through the
Below is a concise summary of key trends and
clutter. Below is a concise summary of key
developments in the Hawaii new vehicle market.
trends and developments in the Hawaii new
vehicle market.
State market posts solid gains during first
State
three
market
quarters
posts
of
solid
2012;
gains
increase
during
exceeds
first
three Nationquarters
of 2012; increase exceeds
Nation State new retail light vehicle registrations were
State up 22.3% new retail through light September vehicle registrations of this year were versus
up a year 22.3% earlier, through well September above the 13% of this uptick year in verthe
sus a year earlier, well above the 13% uptick
National market.
in the National market.
New vehicle market picks up steam in Third
New vehicle market picks up steam in Third
Quarter of this year
Quarter of this year
The Third Third Quarter increase was was 28%, 28%, stronger stronger
than in the First First and and Second Second Quarters Quarters (see page (see 2).
page 2).
Fourth consecutive annual increase likely in
Fourth 2013 consecutive annual increase likely in
2013 State new retail light vehicle registrations are
State predicted new to retail increase light 9% vehicle from registrations 2012 to 2013. are This
predicted to increase 9% from 2012 to 2013.
year’s annual increase is pegged at 19.9%
This year’s annual increase is pegged at 19.9%
Forecast determinants point to slower growth
Forecast in new vehicle determinants sales during point next several to slower years
growth in new vehicle sales during next sev-
The likelihood of sluggish economic growth, the
eral years
slowly recovering labor market, economically
The likelihood of sluggish economic growth,
the restrictive slowly fiscal recovering policy from labor Washington, market, economi- the Euro
cally Zone restrictive debt crisis, fiscal and a policy slowing from global Washington, economy
the are Euro likely Zone to put debt a mild crisis, damper and a slowing on the global rate of
economy growth in new are likely vehicle to sales. put a Pent mild up damper demand, on an
the rate of growth in new vehicle sales. Pent
improving housing market, low interest rates, and
up demand, an improving housing market, low
gradually improving household debt levels should
interest rates, and gradually improving household
ensure debt sales levels will continue should ensure to head sales higher, will but con- at a
tinue slightly to slower head pace. higher, but at a slightly slower
pace.
Cars grab a larger share of state market
Cars Car market grab a share larger increased share of from state 49.9% market during
Car the first market nine share months increased of 2011 from to 51.7% 49.9% this dur- year.
ing Primary the factors first nine were months higher fuel of 2011 prices to and 51.7% a bevy
this year. Primary factors were higher fuel pric-
of new product introductions.
es and a bevy of new product introductions.
Alternative powertrain vehicle sales are up
Alternative powertrain vehicle sales are up
sharply in 2012
sharply in 2012
State sales of of hybrid hybrid and and electric electric cars cars and trucks and
trucks were up were 78% up so 78% far this so year. far this Market year. share Market has
share risen to has 6.1% risen in 2012. to 6.1% in 2012.
80,000
70,000
Market is predicted to improve
60,000
67,224
19.9% in 2012 and 9% in 2013.
50,000
40,000
57,526
48,500
30,000
20,000
10,000
0
44,500
42,804
33,639 34,019 37,086
2006 2007 2008 2009 2010 2011 2012 2013
Forecast Forecast
The graph shows new retail light vehicle registrations in the state from 2006 thru
2011, and Auto Outlook’s projections for 2012 and 2013.
New light vehicle registrations
Toyota, Honda, Nissan, Ford, and Chevrolet
are Toyota, leaders Honda, in state Nissan, market Ford, and Chevrolet
are leaders in state market
Toyota was the best selling brand during the first
Toyota was the best selling brand during the
three quarters of this year, with a 27% share.
first three quarters of this year, with a 27%
Honda’s share. Honda’s share was share 13%. was 13%.
smart,
smart,
Chrysler,
Chrysler,
Jeep,
Jeep,
Acura,
Acura,
Land
Land
Rover,
Rover,
and
Volkswagen and Volkswagen gain gain a lot a of lot ground of ground in 2012 in 2012
New retail registrations registrations for for each of these these six
brands were up up more than than 50% 50% so so far far in in 2012. 2012.
Toyota Corolla/Matrix best-selling car in car state in
market; state market; Tacoma Tacoma is light is truck light leader truck leader
Honda Civic and Toyota Prius were ranked sec-
Honda Civic and Toyota Prius were ranked second
ond and third behind Corolla/Matrix in the car
and third behind Corolla/Matrix in the car market,
market, while Honda CRV and Nissan Frontier
while trailed Honda the Tacoma. CRV and Nissan Frontier trailed the
Tacoma.
Detroit Three gain share in 2012, as Japa-
Detroit nese brands Three halt gain losses share in 2012, as Japanese
brands Detroit halt Three losses accounted for a slightly larger
Detroit chunk of Three the accounted Hawaii market for a so slightly far this larger year,
chunk with share of the increasing Hawaii market from so 19.4% far this during year, with the
first nine months of 2011 to 19.9% in 2012.
share increasing from 19.4% during the first nine
months of 2011 to 19.9% in 2012.
Annual Trend in Hawaii New Vehicle Market Market Summary
TM
YTD '11 YTD '12 % Chg. Mkt. Share
thru Sept. thru Sept. '11 to '12 YTD '12
TOTAL 27,708 33,884 22.3%
Car 13,828 17,534 26.8% 51.7%
Light Truck 13,880 16,350 17.8% 48.3%
Detroit Three 5,380 6,726 25.0% 19.9%
European 3,253 3,932 20.9% 11.6%
Japanese 16,881 20,639 22.3% 60.9%
Korean 2,194 2,587 17.9% 7.6%
Detroit Three consists of vehicles sold by GM, Ford, and Chrysler.
Historical data Source: AutoCount data from Experian Automotive.
29

30
Page 2 Hawaii Auto Outlook
Page 2
Page 2
Hawaii Auto Outlook
Hawaii Auto Outlook
MARKET MARKET TRACKER: QUARTERLY RESULTS
MARKET TRACKER: QUARTERLY RESULTS
% % change change versus versus year year earlier earlier
% change versus year earlier
State Market Up 28% in 3rd Quarter of 2012
State State Market Market Up Up 28% 28% in in 3rd 3rd Quarter Quarter of of 2012 2012
30.0%
30.0%
25.0%
25.0%
20.0%
20.0%
15.0%
15.0%
10.0%
10.0%
5.0%
5.0%
0.0%
0.0% Q4 '11 Q1 '12 Q2 '12 Q3 '12
Q4 '11 Q1 '12 Q2 '12 Q3 '12
State 15.2% 21.5% 17.6% 28.0%
State 15.2% 21.5% 17.6% 28.0%
U.S. 8.0% 5.8% 13.4% 19.5%
U.S. 8.0% 5.8% 13.4% 19.5%
MARKET TRACKER: BRAND MARKET SHARE
MARKET
MARKET TRACKER:
TRACKER: BRAND
BRAND MARKET
MARKET SHARE
SHARE
Detroit Three Brands Gain Gain Share Share
Detroit Three
Detroit Three
Japanese
Japanese
European
European
Korean -0.3
Korean -0.3
QUARTERLY TREND
QUARTERLY TREND
Percent Change in New Vehicle Market
Percent Change
State
in in
and
New
U.S.
Vehicle Market
State and U.S.
Detroit Three
brand Detroit
share Three
has
brand
increased
share
0.5
has
points
increased
so
far
0.5
this
points
year.
so so
far far this year.
On a percentage change basis,
the On
state a percentage
market out-performed change basis,
the
the
U.S.
state
for
market
four consecutive
out-performed
quarters.
the U.S. for for four consecutive
quarters.
Detroit Three Brands Gain Share
-0.1
-0.1
0.0
0.0
State
State
U.S.
U.S.
Change in Market Share-YTD 2012 thru Sept. vs. YTD 2011
Change in Market Share-YTD 2012 thru Sept. vs. YTD 2011
0.5
0.5
-0.4 -0.3 -0.2 -0.1 0.0 0.1 0.2 0.3
-0.4 -0.3 -0.2 -0.1 0.0 0.1 0.2 0.3
Change in market share
Change in in market share
0.4
0.4
0.5
0.5
0.6
0.6
The graph above shows the change in year-to-date market share for four primary brand
segments.
The graph above shows the change in in year-to-date market share for for four primary brand
segments.
New New retail retail light light vehicle vehicle registrations registrations
New retail light vehicle registrations
14000
14000
12000
12000
10000
10000
8000
8000
6000
6000
4000
4000
2000
2000
QUARTERLY PERSPECTIVE
QUARTERLY PERSPECTIVE
Five Years of Third Quarter Results
Five Years
in
of of
State
Third
Market
Quarter Results
in in State Market
The market was up
by The
over market
2,500 was
units up up
in
by by
the
over
Third
2,500
Quarter
units
of
in in
this
the
year
Third
versus
Quarter
2011.
of of this year versus
2011.
0
0 Q3 '08 Q3 '09 Q3 '10 Q3 '11 Q3 '12
Q3 '08 Q3 '09 Q3 '10 Q3 '11 Q3 '12
Regs. 11156 9416 9318 9198 11774
Regs. 11156 9416 9318 9198 11774
Third quarter registrations during past five years
Third quarter registrations during past five years
ANSWERS
ANSWERS DRIVE
DRIVE RESULTS.
RESULTS.
You need insights into your marketplace to make the best
decisions
You You need
to
insights
maximize
into into your your
profits.
marketplace
The AutoCount®
to to make the the
Dealer
best best
Report
decisions
analyzes
to to maximize
full details
profits.
on new
The The
and
AutoCount®
used competitive
Dealer
dealer
Report
market
analyzes
share,
full full details
down
on on
to
new new
specific
and and
areas
used used competitive
you define.
dealer market
You bring
share,
the
down
questions.
to to specific
We’ll bring
areas
the
you you
answers.
define.
You You bring the the questions. We’ll We’ll bring the the answers.
Experian Automotive is the data provider for Auto Outlook.
Experian Automotive is is the the data provider for for Auto Outlook.
Explanation of Data
Data Explanation
presented in of of
Auto Data
Outlook measures new vehicle registrations in Hawaii.
Data
Monthly presented
recording in in Auto
of Outlook
registrations measures
occurs new
when vehicle
the registrations
title is processed. in in Hawaii.
Monthly recording of of registrations occurs when the the title is is processed.

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Page 3
Covering Data thru September 2012
Covering Data thru September 2012
Hawaii Auto Outlook
Page 3
Page 3
MARKET MARKET TRACKER: TRACKER: HYBRID HYBRID AND AND ELECTRIC ELECTRIC VEHICLES VEHICLES
MARKET TRACKER: HYBRID AND ELECTRIC VEHICLES
Hybrid & Electric Share Share Declines Declines Slightly Slightly in Third in Quarter Third Quarter
Hybrid & Electric Share Declines Slightly in Third Quarter
8.0
8.0
7.0
7.0
6.0
6.0
5.0
5.0
4.0
4.0
3.0
3.0
2.0
2.0
1.0
1.0
0.0
0.0
Q4
'09 Q4
'09
Q1
'10 Q1
'10
Q2
'10 Q2
'10
COUNTY SCOREBOARD
COUNTY SCOREBOARD
All
All Island
Island Markets
Markets Post Post
Post Big Big
Big Increases increases
increases
Maui new vehicle registrations were up 29.8%
Maui Maui new vehicle registrations registrations were were up 29.8% up 29.8%
The table on the right provides a
summary The table of on each the of right Hawaii’s provides four a
retail summary light of vehicle each of markets. Hawaii’s The four
table retail is light divided vehicle into four markets. sections. The
Market table is Summary divided into shows four total sections. new
retail Market light Summary vehicle registrations shows total dur- new
ing retail the light first vehicle nine months registrations of 2011 dur-
and ing 2012 the first and nine the months percent of change. 2011
The and second 2012 and the third percent sections change. show
Light The second Truck and and Detroit third sections Three mar- show
ket Light share. Truck The and fourth Detroit section Three shows mar-
market ket share. share The fourth figures section for the shows top
10 market selling share light figures vehicle for brands the top in
the 10 state. selling The light top vehicle rated county brands in in
each the state. category The is top shaded. rated The county Maui in
market each category had the is largest shaded. increase, The Maui up
29.8%. market had Detroit the Three largest market increase, share up
was 29.8%. highest Detroit in Kauai Three (24.1%) market share and
lowest was highest in Hawaii in Kauai (18.6%). (24.1%) and
lowest in Hawaii (18.6%).
Source: AutoCount data from Experian
Automotive. Source: AutoCount data from Experian
Automotive.
Quarterly Alternative Powertrain Market Share
Quarterly (includes Alternative hybrid and Powertrain electric Market vehicles) Share
(includes hybrid and electric vehicles)
Alternative powertrain market share has
trended Alternative higher powertrain during the market past share three has years,
but trended declined higher from during the Second the past to three the Third years,
Quarter but declined of this from year. the Second to the Third
Quarter of this year.
Q3
'10 Q3
'10
Q4
'10 Q4
'10
Q1
'11 Q1
'11
Q2
'11 Q2
'11
Trendline
Trendline
Q3
'11 Q3
'11
Q4
'11 Q4
'11
Q1
'12 Q1
'12
Q2
'12 Q2
'12
Q3
'12 Q3
'12
Hawaii Hybrid and Electric Vehicle
Hawaii New Hybrid Retail and Registrations Electric Vehicle
2005 thru New 2011, Retail and Registrations 2012 ytd thru Sept.
Year 2005 thru 2011, Hybrids and 2012 Electrics ytd thru Sept. Total
2005 Year Hybrids 1388 Electrics 0 1388 Total
2006 2005 1749 1388 0 1749 1388
2007 2006 1495 1749 0 1495 1749
2008 2007 1477 1495 0 1477 1495
2009 2008 1477 960 0 1477 960
2010 2009 1075 960 0 1075 960
2011 2010 1342 1075 3070 1649 1075
2012 2011ytd 1882 1342 179 307 2061 1649
2012 ytd 1882 179 2061
New registrations of hybrid and electric vehicles
have New registrations already exceeded of hybrid the and highest electric yearly vehicles total
during have already the fist nine exceeded months the of highest this year. yearly A total total of
2,061 during hybrids the fist and nine electrics months were of this registered year. A total during of
the 2,061 fist hybrids nine months and electrics of this year, were above registered the record during
high the fist of 1,749 nine months in 2006. of this year, above the record
high of 1,749 in 2006.
Source: AutoCount data from Experian Automotive.
Source: AutoCount data from Experian Automotive.
New Vehicle Markets Summary
New Vehicle Markets Local Summary Markets
Hawaii Local KauaiMarkets Maui
Market Summary
Hawaii Kauai Maui
YTD Market '11 thru Summary Sept. 2,636 1,082 2,696
YTD YTD '12 '11 thru thru Sept. Sept. 3,409 2,636 1,335 1,082 3,500 2,696
Percent YTD '12 change thru Sept. 29.3% 3,409 23.4% 1,335 29.8% 3,500
Light Percent Truck change Market Share
29.3% 23.4% 29.8%
YTD Light '11 Truck thru Market Sept. Share
57.2% 66.9% 56.8%
YTD YTD '12 '11 thru thru Sept. Sept. 54.3% 57.2% 65.3% 66.9% 55.1% 56.8%
Change YTD '12 (share thru Sept. points) 54.3% -2.9 65.3% -1.6 55.1% -1.7
Detroit Change Three (share Market points) Share
-2.9 -1.6 -1.7
YTD Detroit '11 thru Three Sept. Market Share
20.0% 25.9% 20.5%
YTD YTD '12 '11 thru thru Sept. Sept. 18.6% 20.0% 24.1% 25.9% 20.2% 20.5%
Change YTD '12 (share thru Sept. points) 18.6% -1.4 24.1% -1.8 20.2% -0.3
Market Change Share (share for points) Top 10 Selling Brands in State -1.4- YTD '12 thru -1.8 Sept. -0.3
Toyota/Scion Market Share for Top 10 Selling Brands in 32.6% State - YTD '12 34.2% thru Sept. 26.6%
Honda Toyota/Scion 18.9% 32.6% 15.5% 34.2% 12.7% 26.6%
Nissan Honda 11.4% 18.9% 11.8% 15.5% 15.2% 12.7%
Ford Nissan 11.4% 7.9% 10.3% 11.8% 12.7% 15.2%
Chevrolet Ford 4.0% 7.9% 10.3% 6.2% 12.7% 3.9%
Hyundai Chevrolet 4.1% 4.0% 5.6% 6.2% 4.2% 3.9%
Mazda Hyundai 3.2% 4.1% 3.0% 5.6% 1.9% 4.2%
Kia Mazda 3.7% 3.2% 1.0% 3.0% 3.9% 1.9%
Lexus Kia 0.4% 3.7% 0.8% 1.0% 2.6% 3.9%
Volkswagen Lexus 0.5% 0.4% 0.4% 0.8% 0.5% 2.6%
Volkswagen 0.5% 0.4% 0.5%
Oahu
Oahu
21,294
25,640 21,294
25,640 20.4%
20.4%
47.5%
45.6% 47.5%
45.6% -1.9
-1.9
18.9%
19.7% 18.9%
19.7% 0.8
0.8
25.2%
12.1% 25.2%
12.1% 8.8%
6.7% 8.8%
4.7% 6.7%
4.3% 4.7%
3.8% 4.3%
3.3% 3.8%
3.8% 3.3%
3.1% 3.8%
3.1%
Statewide
Statewide Total
Total
27,708
33,884 27,708
33,884 22.3%
22.3%
50.1%
48.3% 50.1%
48.3% -1.8
-1.8
19.4%
19.9% 19.4%
19.9% 0.5
0.5
26.5%
13.0% 26.5%
13.0% 9.8%
7.5% 9.8%
4.6% 7.5%
4.4% 4.6%
3.5% 4.4%
3.3% 3.5%
3.2% 3.3%
2.5% 3.2%
2.5%
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38
Page 4 Hawaii Auto Outlook
Page 4 Hawaii Auto Outlook
Page 4 Brand Registrations Report
Hawaii Auto Outlook
Hawaii New Retail
Brand
Car
Registrations
and Light Truck
Report
Registrations
Third Quarter
Hawaii New Retail Car and Light Truck Registrations
YTD thru September
Registrations
Third Quarter
Market Share (%) Registrations
YTD thru September
Market Share (%)
3Q 2011
Registrations
3Q 2012 % change 3Q 2011
Market
3Q 2012
Share (%)
Change YTD '11
Registrations
YTD '12 % change YTD '11
Market
YTD
Share
'12
(%)
Change
TOTAL 9,198 11,774 28.0 27,708 33,884 22.3
3Q 2011 3Q 2012 % change 3Q 2011 3Q 2012 Change YTD '11 YTD '12 % change YTD '11 YTD '12 Change
Cars TOTAL 4,528 9,198 6,156 11,774 36.0 28.0 49.2 52.3 3.1 13,828 27,708 17,534 33,884 26.8 22.3 49.9 51.7 1.8
Light Trucks 4,670 5,618 20.3 50.8 47.7 -3.1 13,880 16,350 17.8 50.1 48.3 -1.8
Cars 4,528 6,156 36.0 49.2 52.3 3.1 13,828 17,534 26.8 49.9 51.7 1.8
Domestic Light Trucks Brands 1,981 4,670 2,361 5,618 19.2 20.3 21.5 50.8 20.1 47.7 -1.4 -3.1 5,380 13,880 6,726 16,350 25.0 17.8 19.4 50.1 19.9 48.3 0.5 -1.8
European Brands 1,181 1,432 21.3 12.8 12.2 -0.6 3,253 3,932 20.9 11.7 11.6 -0.1
Domestic Brands 1,981 2,361 19.2 21.5 20.1 -1.4 5,380 6,726 25.0 19.4 19.9 0.5
Japanese Brands 5,305 7,095 33.7 57.7 60.3 2.6 16,881 20,639 22.3 60.9 60.9 0.0
European Brands 1,181 1,432 21.3 12.8 12.2 -0.6 3,253 3,932 20.9 11.7 11.6 -0.1
Korean Brands 731 886 21.2 7.9 7.5 -0.4 2,194 2,587 17.9 7.9 7.6 -0.3
Japanese Brands 5,305 7,095 33.7 57.7 60.3 2.6 16,881 20,639 22.3 60.9 60.9 0.0
Acura Korean Brands 114 731 221 886 93.9 21.2 1.2 7.9 1.9 7.5 0.7 -0.4 2,194 388 2,587 604 55.7 17.9 1.4 7.9 1.8 7.6 0.4 -0.3
Audi 84 128 52.4 0.9 1.1 0.2 260 349 34.2 0.9 1.0 0.1
Acura 114 221 93.9 1.2 1.9 0.7 388 604 55.7 1.4 1.8 0.4
BMW 339 333 -1.8 3.7 2.8 -0.9 852 806 -5.4 3.1 2.4 -0.7
Audi 84 128 52.4 0.9 1.1 0.2 260 349 34.2 0.9 1.0 0.1
Buick 21 24 14.3 0.2 0.2 0.0 72 85 18.1 0.3 0.3 0.0
BMW 339 333 -1.8 3.7 2.8 -0.9 852 806 -5.4 3.1 2.4 -0.7
Cadillac 27 38 40.7 0.3 0.3 0.0 106 121 14.2 0.4 0.4 0.0
Buick 21 24 14.3 0.2 0.2 0.0 72 85 18.1 0.3 0.3 0.0
Chevrolet 461 538 16.7 5.0 4.6 -0.4 1,240 1,564 26.1 4.5 4.6 0.1
Cadillac 27 38 40.7 0.3 0.3 0.0 106 121 14.2 0.4 0.4 0.0
Chrysler 55 100 81.8 0.6 0.8 0.2 116 262 125.9 0.4 0.8 0.4
Chevrolet 461 538 16.7 5.0 4.6 -0.4 1,240 1,564 26.1 4.5 4.6 0.1
Dodge 170 217 27.6 1.8 1.8 0.0 457 645 41.1 1.6 1.9 0.3
Chrysler 55 100 81.8 0.6 0.8 0.2 116 262 125.9 0.4 0.8 0.4
Fiat 24 41 0.3 0.3 0.0 50 132 0.2 0.4 0.2
Dodge 170 217 27.6 1.8 1.8 0.0 457 645 41.1 1.6 1.9 0.3
Ford 834 902 8.2 9.1 7.7 -1.4 2,303 2,557 11.0 8.3 7.5 -0.8
Fiat 24 41 0.3 0.3 0.0 50 132 0.2 0.4 0.2
GMC 128 109 -14.8 1.4 0.9 -0.5 335 374 11.6 1.2 1.1 -0.1
Ford 834 902 8.2 9.1 7.7 -1.4 2,303 2,557 11.0 8.3 7.5 -0.8
Honda 908 1,515 66.9 9.9 12.9 3.0 3,693 4,406 19.3 13.3 13.0 -0.3
GMC 128 109 -14.8 1.4 0.9 -0.5 335 374 11.6 1.2 1.1 -0.1
Hyundai 443 521 17.6 4.8 4.4 -0.4 1,238 1,474 19.1 4.5 4.4 -0.1
Honda 908 1,515 66.9 9.9 12.9 3.0 3,693 4,406 19.3 13.3 13.0 -0.3
Infiniti 79 96 21.5 0.9 0.8 -0.1 252 260 3.2 0.9 0.8 -0.1
Hyundai 443 521 17.6 4.8 4.4 -0.4 1,238 1,474 19.1 4.5 4.4 -0.1
Jaguar 15 7 -53.3 0.2 0.1 -0.1 51 42 -17.6 0.2 0.1 -0.1
Infiniti 79 96 21.5 0.9 0.8 -0.1 252 260 3.2 0.9 0.8 -0.1
Jeep 206 315 52.9 2.2 2.7 0.5 480 786 63.8 1.7 2.3 0.6
Jaguar 15 7 -53.3 0.2 0.1 -0.1 51 42 -17.6 0.2 0.1 -0.1
Kia 288 365 26.7 3.1 3.1 0.0 956 1,113 16.4 3.5 3.3 -0.2
Jeep 206 315 52.9 2.2 2.7 0.5 480 786 63.8 1.7 2.3 0.6
Land Rover 24 33 37.5 0.3 0.3 0.0 61 93 52.5 0.2 0.3 0.1
Kia 288 365 26.7 3.1 3.1 0.0 956 1,113 16.4 3.5 3.3 -0.2
Lexus 271 365 34.7 2.9 3.1 0.2 873 1,088 24.6 3.2 3.2 0.0
Land Rover 24 33 37.5 0.3 0.3 0.0 61 93 52.5 0.2 0.3 0.1
Lincoln 11 19 72.7 0.1 0.2 0.1 44 48 9.1 0.2 0.1 -0.1
Lexus 271 365 34.7 2.9 3.1 0.2 873 1,088 24.6 3.2 3.2 0.0
Mazda 364 418 14.8 4.0 3.6 -0.4 984 1,191 21.0 3.6 3.5 -0.1
Lincoln 11 19 72.7 0.1 0.2 0.1 44 48 9.1 0.2 0.1 -0.1
Mercedes 261 249 -4.6 2.8 2.1 -0.7 699 803 14.9 2.5 2.4 -0.1
Mazda 364 418 14.8 4.0 3.6 -0.4 984 1,191 21.0 3.6 3.5 -0.1
MINI 107 162 51.4 1.2 1.4 0.2 376 455 21.0 1.4 1.3 -0.1
Mercedes 261 249 -4.6 2.8 2.1 -0.7 699 803 14.9 2.5 2.4 -0.1
Mitsubishi 72 36 -50.0 0.8 0.3 -0.5 145 149 2.8 0.5 0.4 -0.1
MINI 107 162 51.4 1.2 1.4 0.2 376 455 21.0 1.4 1.3 -0.1
Nissan 1,089 1,099 0.9 11.8 9.3 -2.5 3,096 3,323 7.3 11.2 9.8 -1.4
Mitsubishi 72 36 -50.0 0.8 0.3 -0.5 145 149 2.8 0.5 0.4 -0.1
Porsche 46 40 -13.0 0.5 0.3 -0.2 101 113 11.9 0.4 0.3 -0.1
Nissan 1,089 1,099 0.9 11.8 9.3 -2.5 3,096 3,323 7.3 11.2 9.8 -1.4
Ram 68 98 44.1 0.7 0.8 0.1 225 281 24.9 0.8 0.8 0.0
Porsche 46 40 -13.0 0.5 0.3 -0.2 101 113 11.9 0.4 0.3 -0.1
smart 9 35 288.9 0.1 0.3 0.2 35 93 165.7 0.1 0.3 0.2
Ram 68 98 44.1 0.7 0.8 0.1 225 281 24.9 0.8 0.8 0.0
Subaru 127 217 70.9 1.4 1.8 0.4 397 531 33.8 1.4 1.6 0.2
smart 9 35 288.9 0.1 0.3 0.2 35 93 165.7 0.1 0.3 0.2
Suzuki 57 49 -14.0 0.6 0.4 -0.2 184 122 -33.7 0.7 0.4 -0.3
Subaru 127 217 70.9 1.4 1.8 0.4 397 531 33.8 1.4 1.6 0.2
Toyota/Scion 2,224 3,079 38.4 24.2 26.2 2.0 6,869 8,965 30.5 24.8 26.5 1.7
Suzuki 57 49 -14.0 0.6 0.4 -0.2 184 122 -33.7 0.7 0.4 -0.3
Volkswagen 201 315 56.7 2.2 2.7 0.5 552 840 52.2 2.0 2.5 0.5
Toyota/Scion 2,224 3,079 38.4 24.2 26.2 2.0 6,869 8,965 30.5 24.8 26.5 1.7
Volvo 63 73 15.9 0.7 0.6 -0.1 182 166 -8.8 0.7 0.5 -0.2
Volkswagen 201 315 56.7 2.2 2.7 0.5 552 840 52.2 2.0 2.5 0.5
Other 8 17 112.5 0.1 0.1 0.0 36 43 19.4 0.1 0.1 0.0
Volvo 63 73 15.9 0.7 0.6 -0.1 182 166 -8.8 0.7 0.5 -0.2
Source: Other AutoCount data from Experian 8 Automotive 17 112.5 0.1 0.1 0.0 36 43 19.4 0.1 0.1 0.0
Source: AutoCount data from Experian Automotive
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Hawaii Auto Outlook
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of published HADA. Unforeseen by Auto Outlook, events may Inc. affect on behalf the
forecast of HADA. projections Unforeseen presented events may in affect Hawaii the
Auto forecast Outlook. projections Consequently, presented Auto in Outlook, Hawaii
Inc. Auto is Outlook. not responsible Consequently, for management Auto Outlook,
decisions Inc. is not based responsible on the content for management of Hawaii
Auto decisions Outlook. based on the content of Hawaii
Auto Outlook.
Hawaii Auto Outlook is distributed free of
charge Hawaii to Auto all members Outlook is of distributed the Hawaii free Auof
tomobile charge to Dealers all members Association. of the The Hawaii publiAucationtomobile is sponsored Dealers Association. and supported The by publi- the
Association. cation is sponsored Hawaii Auto and Outlook supported is by pubthe
lished Association. and edited Hawaii by Auto Auto Outlook, Outlook Inc., is pub- an
independent lished and edited automotive by Auto market Outlook, research Inc., an
firm. independent Opinions automotive expressed market in Hawaii research Auto
Outlook firm. Opinions are solely expressed those of Auto in Hawaii Outlook, Auto
Inc., Outlook and are are not solely necessarily those of shared Auto Outlook, by the
Hawaii Inc., and Automobile are not necessarily Dealers Association. shared by the
Hawaii Automobile Dealers Association.
Copyright Auto Outlook, Inc.
October Copyright 2012 Auto Outlook, Inc.
October 2012
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*Forbes Magazine, December 13, 2011 online edition. ©2012 Bank of Hawaii boh.com Member FDIC
39

40
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