05 February 2017

Australia Premium Comparison : 2010-16

Premium cars are proving popular in many nations. They are often outselling cheaper mainstream brand while at the same time making more profit. More recently the most aggressive attack on this segment have been the BAM marques, BMW, Audi and Mercedes Benz. However other car makers are striking back and the competition is heating up. So a look at sales in this decade would be interesting.

First taking the BAM brands out of the equation, how are things shaping up in Australia? From 2010 to 2016, sales were up a staggering 199%. Now individually: JLR +204% (LR +196 Jag +247%) Lexus +38% Volvo +19% Porsche 250% Alfa Romeo -22%. Infiniti and Tesla are new, while brands such as Cadillac, Lincoln and Acura are not sold here.

Year 2016 2015 2014 2013 2012 2011 2010
Total 40,512 33,723 28,260 23,330 19,616 15,282 13,092
JLR 16,605 13,116 11,220 9,374 8,626 6,424 5,456
Land Rover 13,597 11,824 10,053 8,269 7,840 5,731 4,590
Jaguar 3,008 1,292 1,167 1,105 786 693 866
Lexus 9,027 8,691 7,000 6,920 6,839 6,347 6,526
Volvo 5,878 4,943 4,693 5,174 5,375 5,272 4,945
Porsche 4,434 4,090 2,812 1,905 1,373 1,343 1,266
Tesla 1,350 1,250 69 - - - -
Infiniti 807 574 441 304 85 - -
Alfa Romeo 711 1,577 2,498 2,373 906 1,091 914

Summary: Porsche and Jaguar/Land Rover grew the most by far, the latter taking 41% of the total. Lexus and Volvo managed modest gains and the 2016 Tesla figure is a guess. Alfa Romeo was the only brand that decreased.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 106%, the BAM brands increasing a much slower 80%. The 'Others' took 20% in 2010 and have gained ground since. The BAM marques took 70% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 133,197 116,925 99,900 85,502 73,132 66,462 64,716
Others 40,512 33,723 28,260 23,330 19,616 15,282 13,092
Mercedes 36,634 31,750 27,121 23,106 18,174 16,870 18,464
BMW Group 31,793 28,364 25,292 23,057 20,807 19,799 20,260
BMW 28,028 25,022 22,722 20,522 18,413 17,508 17,993
Mini 3,765 3,342 2,570 2,535 2,394 2,291 2,267
Audi 24,258 23,088 19,227 16,009 14,535 14,511 12,900

Summary: The BAM trio are clearly preferred to all others and that should continue. Mercedes went past the BMW Group in this time period covered here. The three in biggest in 2016 were 1) Mercedes, 2)  BMW & Mini, 3) Audi.

Text source: RayCee.

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