10 February 2017

Belgium 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 Belgium? From 2010 to 2016, premium sales were up only 25%. Now individually: Infiniti +263%  JLR +171% (LR +168 % Jag +176%) Lexus +162% Porsche +133% Volvo +9%. Alfa Romeo was -67% and Cadillac down too. If you

Year 2016 2015 2014 2013 2012 2011 2010
Total 35,490 31,360 27,339 25,049 26,828 31,453 28,462
Volvo 18,611 17,677 15,822 15,145 15,345 19,559 17,042
JLR 8,893 6,397 5,309 4,893 4,735 2,842 3,285
Land Rover 5,902 4,994 4,389 4,057 3,942 2,235 2,201
Jaguar 2,991 1,403 920 836 793 607 1,084
Porsche 3,075 2,951 2,126 1,387 1,591 1,565 1,322
Alfa Romeo 2,005 2,054 2,228 2,472 3,778 6,205 6,010
Lexus 1,723 1,346 1,271 970 1,292 1,122 657
Tesla 859 820 521 148 33 19 14
Infiniti 316 106 48 19 46 123 87
Cadillac 8 9 14 15 8 18 45

Summary: If you have been following the series, patterns are quite striking. Infiniti, Land Rover, Jaguar and Porsche grew the most as they have been doing elsewhere. Volvo was again fairly static and Alfa Romeo did its usual slump.

                                                 *******************

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 32%, due to the BAM brands increasing 35%. The 'Others' took 25% in 2010, slipped to 22% in 2013 before recovering to 24% in 2016. The BAM marques took 76% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 150,025 135,979 119,384 115,374 115,335 119,662 113,475
BMW Group 47,724 43,166 37,021 36,621 35,889 36,271 35,251
BMW 40,244 37,256 32,024 31,607 30,446 29,513 28,967
Mini 7,480 5,910 4,997 5,014 5,443 6,758 6,284
Others 35,490 31,351 27,325 25,034 26,820 31,435 28,417
Mercedes 33,586 29,097 25,099 24,414 21,296 20,268 20,333
Audi 33,225 32,365 29,939 29,305 31,330 31,688 29,474

Summary: The BAM trio are solid here. Mercedes passed Audi into second place in 2016. The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes, 3) Audi.

Data Source: FEBIAC.
Text source: RayCee.

No comments: