04 February 2017

Brazil 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 Brazil? From 2010 to 2016, sales were up 45%. Now individually: JLR +41% (LR +28% Jag +696%) Volvo +59 % Porsche -3%. Lexus is new and Alfa Romeo miniscule.

Year 2016 2015 2014 2013 2012 2011 2010
Total 12,397 14,272 13,837 15,035 11,808 14,834 8,540
JLR 7,493 9,327 9,766 10,934 8,217 8,295 5,312
Land Rover 6,697 8,814 9,385 10,641 8,165 8,185 5,212
Jaguar 796 513 381 293 52 110 100
Volvo 3,454 3,811 3,117 2,927 2,986 5,210 2,179
Porsche 997 732 758 1,039 568 1,329 1,032
Lexus 453 402 196 134 32 - 9
Alfa Romeo - -
1 5 - 8

Summary: JLR brands are the main brands here and have 60% of all the sales. Many premium brands aren't here at all while Porsche managed a decrease.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 67%, due to the BAM brands increasing 76%. The 'Others' took 29% in 2010, 35% in 2012 but have come back to nearly 26% in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 48,578 67,190 55,483 46,972 33,667 45,558 29,100
BMW Group 13,296 17,850 17,246 15,828 10,676 14,995 10,152
BMW 11,860 15,856 14,826 13,887 8,717 12,074 8,517
Mini 1,436 1,994 2,420 1,941 1,959 2,921 1,635
Others 12,397 14,272 13,837 15,035 11,808 14,834 8,540
Audi 11,600 17,541 12,486 6,694 4,963 5,461 3,265
Mercedes 11,285 17,527 11,914 9,415 6,220 10,268 7,143

Summary: The BAM trio now have 74% of premium sales, partly due to little competition apart from JLR. It's hard to pick what will happen in future, with sales falling. Which vehicles are and will be locally assembled will make a difference. Audi has made up a lot of ground to pass Mercedes but lost ground to the BMW Group in 2016. The three biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Text source: RayCee.

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