19 February 2017

Italy 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 Italy? From 2010 to 2016, sales were up an insignificant 5%. Now individually: Lexus +364% Infiniti +352% JLR +109% (LR +94% Jag +207%) Porsche +32% Volvo +0% Alfa Romeo -30%. Tesla is new and minimal at this stage. Cadillac is likewise tiny and I don't have a 2016 figure.

Year 2016 2015 2014 2013 2012 2011 2010
Total 91,009 75,737 65,090 64,047 76,850 95,111 87,044
Alfa Romeo 36,373 30,593 28,324 31,662 42,221 58,225 51,918
JLR 25,776 19,874 15,949 14,780 14,935 11,912 12,338
Land Rover 20,864 18,224 14,954 13,789 13,733 10,648 10,739
Jaguar 4,912 1,650 995 991 1,202 1,264 1,599
Volvo 17,588 16,474 14,473 13,641 14,912 18,605 17,566
Porsche 5,121 5,007 4,107 2,721 3,371 4,302 3,889
Lexus 4,147 3,289 1,999 1,102 1,147 1,493 894
Infiniti 1,764 358 156 108 241 547 390
Tesla 240 134 55 21 7 4 4
Cadillac
8 27 12 16 23 45

Summary: Lexus and Infiniti grew the most but from a small sales base in 2010. Alfa Romeo had 60% of the sales in 2010 but that had fallen to 40% in 2016.

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

Now adding the other brands to the BAM marques, how do things stack up? Total premium sales growth goes to 9%, due to the BAM brands increasing 10%. The 'Others' took 31% in 2010 and achieved 30% in 2016 so little change there. The BAM marques took 70% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 303,634 260,624 228,491 221,274 235,207 285,390 279,848
Others 91,009 75,737 65,090 64,035 76,850 95,111 87,044
BMW Group 84,264 71,773 62,750 59,878 60,312 72,315 71,895
BMW 59,835 49,763 43,601 42,553 42,483 50,713 53,852
Mini 24,429 22,010 19,149 17,325 17,829 21,602 18,043
Mercedes 64,339 58,298 50,681 49,595 46,952 57,350 60,959
Audi 64,022 54,816 49,970 47,766 51,093 60,614 59,950

Summary: The BAM trio are well ahead in Italy. MINI grew 35% in this period to help BMW group extend its lead at the top. The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Audi.

Text source: RayCee.

No comments: