23 February 2017

Global Premium Comparison (Brand) : 2010-16

The series on premium car sales by nation has been concluded. Now for the global overview. How has each company done in a total market that has grown 7.6%?

BAM Brands: BMW/Mini took a quarter of all sales, although a 5.3% increase in sales was below the 7.6% globally. Mini was up 6/4% against BMW's 5.2%. Mercedes-Benz sales were up a strong 11.3% and that pushed it just passed the BMW brand. However, MINI ensured the Stuttgart marque is still second best. Audi's modest 3.8% rise for the VW marque had it losing ground to the two leading German brands. Still a confortable third globally.

The Others: Lexus had the same increase as Audi which had it also losing share slightly. JLR passed Volvo into 5th spot with a 19.8% increase. Jaguar's 77% spurt was the key ingredient. Volvo had a solid 6.2% gain, and should gather momentum with new models.

Of the rest, Cadillac, Lincoln and Tesla all exceeded the market in terms of growth while my estimate figure for Acura (accurate I assure you) made it the only marque in retreat. Alfa Romeo is about to take off and the 14.9% for 2016 is a sign of things to come.


14 15 Make 2016 % +/-

1 1 BMW Gr 2,363,600 25.2% 5%



BMW 2,003,400 21.3% 5%



MINI 360,200 3.8% 6%

2 2 Mercedes 2,083,900 22.2% 11%

3 3 Audi 1,871,300 19.9% 4%

4 4 Lexus 677,000 7.2% 4%

6 5 JLR 583,300 6.2% 20%



Land Rover 434,600 4.6% 8%



Jaguar 148,700 1.6% 77%

5 6 Volvo 534,300 5.7% 6%

7 7 Cadillac 308,700 3.3% 11%

8 8 Porsche 237,800 2.5% 6%

9 9 Infiniti 230,000 2.5% 7%

10 10 Acura 194,000 2.1% -6%

11 11 Lincoln 155,000 1.7% 26%

12 12 Tesla 76,200 0.8% 51%

13 13 Alfa Romeo 70,000 0.7% 15%



Total 9,385,100
8%

Summary: The premium arena is no longer easy pickings for the BAM marques. Others are coming back with gusto but they will not hand over market share without a fight. I see 'pricing realignments' as the battle heats up.

Text source: RayCee.


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