The May performance of the SUV and crossover segment shows Hyundai Crete leading the charts with 1,197 units sold, according to the latest report from the Association of European Businesses. The figure represents a sharp decline of 79 percent from May of the previous year, underscoring a broader shift in consumer preferences and the evolving competitive landscape within the European market the AEB tracks month after month.
Trailing closely in second place is the Lada Niva with 1,102 units sold. This result marks a significant drop of 82 percent when compared to May of last year, reflecting intensified competition and ongoing macroeconomic factors impacting affordability and demand for traditional compact SUVs across the region.
In third position, Renault Duster posted sales of 561 units, down 85 percent year over year. This trio at the top highlights how a few long-standing models continue to attract buyers, even as the market experiences a broader pullback in volumes for many mainstream crossovers and SUVs.
The top ten list of the segment’s most popular models also includes the following models:
- Kia Sportage — 560 units sold, down 73 percent
- Kia Seltos — 502 units sold, down 71 percent
- Geely Coolray — 473 units sold, down 49 percent
- Haval Jolion — 425 units sold, a remarkable increase of 3.6 times compared with last year
- Hyundai Tucson — 362 units sold, up 77 percent
- Mazda CX-5 — 369 units sold, down 70 percent
- Renault Captur — 301 units sold, down 83 percent
From the data, it is clear that the Niva ceded the top spot to Crete this month, signaling a shifting hierarchy among popular models. Notably, two Chinese brands entered the top ten for the first time in the observed period, a milestone that hints at broader market changes and the growing penetration of non-European brands into mainstream segments. Analysts expect continued growth for several Chinese marques as the regional market restructures to accommodate new pricing, features, and supply chains.
Overall, the trend shows that eight of the ten brands on the list experienced negative year over year performance. This pattern points to a cooling market in many segments, with some brands weathering the slowdown better than others. The emergence of new entrants and the fluctuating fortunes of established names together illustrate a period of transition for SUV and crossover buyers across the region, where consumer choices are expanding and competition is intensifying. Sustained demand for practical, value-driven models remains a key narrative for the coming months, as buyers weigh price against features, reliability, and brand appeal.