12 February 2017

Germany 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 Germany? From 2010 to 2016, sales were up 790%. Now individually: Infiniti +435%, JLR +223 (LR +246% Jag +175%) Porsche 85%, Volvo +55%, Cadillac 32%, Lexus +20%. Alfa Romeo was the only one going down with a -50%.

Year 2016 2015 2014 2013 2012 2011 2010
Total 112,790 95,212 81,840 71,002 78,942 76,718 63,122
Volvo 39,923 36,120 31,919 27,517 32,750 33,888 25,795
JLR 31,492 23,203 18,908 16,585 14,310 9,768 9,746
Land Rover 22,779 18,216 14,679 12,425 11,113 6,674 6,580
Jaguar 8,713 4,987 4,229 4,160 3,197 3,094 3,166
Porsche 30,203 28,543 24,365 20,799 20,516 18,690 16,257
Alfa Romeo 4,293 2,800 3,391 3,625 7,502 10,480 8,621
Lexus 2,456 1,682 1,328 1,653 2,841 2,734 2,051
Infiniti 2,197 1,057 1,015 685 874 1,051 411
Tesla 1,908 1,582 817 - - - -
Cadillac 318 225 97 138 149 107 241

Summary:
 Infiniti, Land Rover and Jaguar grew the most. Overall, a positive situation for marques trying to make headway against a strong local trio.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 22%, due to the BAM brands increasing 17%. The 'Others' took a meagre 7.5% in 2010 but pushed against a strong current since to get to 11% in 2016. The BAM marques took a massive 89% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 1,019,786 939,421 885,301 866,405 913,024 910,516 837,966
Mercedes 311,286 286,883 272,566 277,373 283,006 285,651 281,243
BMW Group 306,093 288,279 271,436 266,078 284,494 297,439 266,729
BMW 262,083 248,565 238,253 231,815 248,192 257,094 235,252
Mini 44,010 39,714 33,183 34,263 36,302 40,345 31,477
Audi 289,617 269,047 259,459 251,952 266,582 250,708 226,872
Others 112,790 95,212 81,840 71,002 78,942 76,718 63,122

Summary:
 The BAM trio have an enormous share of sales in this area of the market. The only good news for the others is that they are making a little progress. The three BAM marques didn't change planes from 2010 although Audi did pass BMW as a stand alone brand. The three biggest in 2016 were 1) Mercedes 2) BMW & Mini, 3) Audi.

Data source: KBA.
Text source: RayCee.

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