22 February 2017

Japan 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 Japan? From 2010 to 2016, premium sales for these makes were up 68%. Now individually: JLR +224% (LR +335% Jag +153%) Porsche +106% Volvo +87% Lexus +56%  Alfa Romeo -3% Cadillac -7%. Infiniti and Acura are not sold here, which I think is a missed opportunity.

Year 2016 2015 2014 2013 2012 2011 2010
Total 81,987 75,790 70,505 76,906 70,168 62,447 48,794
Lexus 52,150 48,231 44,246 46,772 43,657 42,365 33,365
Volvo 14,533 13,510 13,277 16,918 13,878 11,787 7,767
Porsche 6,887 6,690 5,385 4,869 4,661 3,658 3,335
JLR 6,048 4,328 4,199 4,339 2,785 1,910 1,865
Land Rover 3,165 2,979 3,126 3,347 1,771 890 727
Jaguar 2,883 1,349 1,073 992 1,014 1,020 1,138
Alfa Romeo 1,767 2,321 2,661 3148 4,452 1,863 1,816
Cadillac 602 710 737 860 735 864 646

Summary: Land Rover and Jaguar but neither of those marques are that big even now. Over three times the number of Land Rovers are sold in Korea, that being a much smaller market as well. Lexus has 63% of the sales for those listed here which the least of what you would expect.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 80%, due to the BAM brands increasing 87%. The 'Others' took 35% in 2010 and 32% in 2016. The BAM marques took 68% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 253,330 237,984 226,423 222,547 193,698 165,505 140,534
Others 81,987 75,790 70,505 76,906 70,168 62,447 48,794
BMW Group 75,463 67,621 63,671 63,245 57,466 48,685 43,966
BMW 50,913 46,538 46,073 46,263 41,254 34,335 32,628
Mini 24,550 21,083 17,598 16,982 16,212 14,350 11,338
Mercedes 67,378 65,159 60,834 53,720 41,901 33,207 30,920
Audi 28,502 29,414 31,413 28,676 24,163 21,166 16,854

Summary: The BAM trio do well here with Mercedes and MINI growing the most in recent years. Audi is a much smaller here than other countries with just 11% of premium sales. MINI almost outsells it! The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Lexus.

Text source: RayCee.

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