04 February 2017

Canada 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 Canada? From 2010 to 2016, sales were up 52%. Now individually: Lexus +58% Acura +17% JLR +269% (LR 259% Jag 302%) Cadillac +64%  Infiniti +47% Lincoln -4%  Porsche 247% Volvo -7%. Tesla and Alfa Romeo are new.

Year 2016 2015 2014 2013 2012 2011 2010
Total 103,068 96,526 82,664 74,713 66,620 64,344 67,738
Lexus 22,509 22,025 17,565 15,949 15,101 13,364 14,249
Acura 20,227 21,003 19,533 19,005 17,154 15,272 17,340
JLR 12,174 9,016 7,743 6,399 4,912 4,004 3,302
Land Rover 9,140 7,720 6,283 5,136 4,268 3,228 2,547
Jaguar 3,034 1,296 1,460 1,263 644 776 755
Cadillac 12,162 12,249 10,538 9,608 6,644 7,577 7,398
Infiniti 12,094 11,321 10,291 8,947 7,993 6,936 8,233
Lincoln 8,320 7,939 6,819 5,814 6,140 8,162 8,630
Porsche 7,061 6,413 4,933 3,680 3,003 2,214 2,036
Volvo 6,103 4,788 4,466 4,673 5,578 6,815 6,550
Tesla 2,350 1,650 774 638 95 - -
Alfa Romeo 68 122 2 - - - -

Summary:
 JLR brands and Porsche grew the most but from a small sales base in 2010. Lincoln and Volvo actually decreased.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 57%, due to the BAM brands increasing 61%. The 'Others' took 47% in 2010, 42% in 2012 but have come back to nearly 46% in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 224,678 209,142 183,371 167,723 157,443 147,155 143,403
Others 103,068 96,526 82,664 74,713 66,620 64,344 67,738
Mercedes 46,445 43,810 38,005 34,781 33,116 31,016 29,629
BMW Group 44,621 42,052 38,188 37,723 37,707 34,928 31,703
BMW 38,012 35,002 32,805 31,710 31,402 29,773 27,202
Mini 6,609 7,050 5,383 6,013 6,305 5,155 4,501
Audi 30,544 26,754 24,514 20,506 20,000 16,867 14,333

Summary: The BAM trio were taking more and more of the premium pie but recently the others have come back a little. I pick this trend will continue, albeit slowly. Mercedes passed the BMW Group in 2015 while Audi is still some way back despite closing the gap. The three in biggest in 2016 are 1) Mercedes, 2) BMW & Mini 3) Audi.

Text source: RayCee.

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