08 February 2017

Austria 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 Austria? From 2010 to 2016, premium sales were up just 36%. Now individually: Infiniti +142% JLR +134% (LR +124% Jag +159%) Lexus +109% Porsche +73% Volvo +19% Tesla from tiny beginnings. On the other side of the ledger Alfa Romeo -28% and Cadillac down too.

Year 2016 2015 2014 2013 2012 2011 2010
Total 11,168 9,313 7,934 8,201 8,965 9,279 8,210
Volvo 3,670 3,625 3,100 2,876 3,126 3,585 3,097
JLR 3,035 2,128 2,135 2,412 2,213 1,247 1,296
Land Rover 2,070 1,721 1,870 2,072 1,913 979 924
Jaguar 965 407 265 340 300 268 372
Alfa Romeo 1,970 1,447 1,217 1,630 2,330 3,157 2,735
Porsche 1,254 1,284 1,049 954 960 787 726
Tesla 718 492 136 51 8 9 2
Lexus 449 316 272 237 285 381 215
Infiniti 63 13 12 26 28 44 26
Cadillac 9 8 13 15 15 69 113

Summary: Infiniti, Land Rover and Jaguar grew the most but from a small sales base in 2010. Lincoln managed a decreased. Volvo being so large in 2010 and not growing much held back the total increase.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 30%, the BAM brands increasing 29% or about the same. The 'Others' took 15.5% in 2010 and stayed about the same throughout. They did dip slightly and have come back. The BAM marques took 84% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 68,964 58,790 55,929 56,885 58,451 58,428 52,954
BMW Group 22,121 19,132 17,922 17,679 17,961 18,180 15,589
BMW 19,280 16,631 15,803 15,634 15,851 15,636 13,673
Mini 2,841 2,501 2,119 2,045 2,110 2,544 1,916
Audi 19,689 17,170 18,361 19,614 20,910 20,034 17,948
Mercedes 15,986 13,175 11,712 11,391 10,615 10,935 11,207
Others 11,168 9,313 7,934 8,201 8,965 9,279 8,210

Summary: The BAM trio are massively favoured compared to all others and that should continue.  The BMW Group overtook Audi through this time period. The three biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Data source: Statistik Austria.
Text source: RayCee.

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