23 February 2017

Korea 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 Korea? From 2010 to 2016, other premium sales were up 220%. Now individually: JLR +762% (LR +1,023% Jag +423%) Porsche 352% Volvo +218% Lexus +175% Cadillac +39% Infiniti +3%.

Year 2016 2015 2014 2013 2012 2011 2010
Total 37,689 29,885 21,952 15,846 12,951 12,195 11,782
JLR 14,399 9,975 6,664 5,004 3,113 2,399 1,670
Land Rover 10,601 7,171 4,675 3,103 1,916 1,383 944
Jaguar 3,798 2,804 1,989 1,901 1,197 1,016 726
Lexus 10,594 7,956 6,464 5,425 4,976 4,111 3,857
Volvo 5,206 4,238 2,976 1,960 1,768 1,480 1,638
Porsche 3,187 3,856 2,568 2,041 1,516 1,301 705
Infiniti 3,201 2,974 2,777 1,116 1,103 2,152 3,118
Cadillac 1,102 886 503 300 475 752 794

Summary: Land Rover and Jaguar grew the most but virtually all makes did very well. The Land Rover increases are extraordinary in any context, even allowing for their relatively small 2010 starting point. I didn't include the local Genesis brand, which is now Hyundai's premium make. It would have distorted the figures artificially. 23,000 sales arriving in one year!

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 206%, due to the BAM brands increasing 202%. The 'Others' took 21% in 2010, fell away but have come back with 22% in 2016. The BAM marques took 78% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 167,841 164,795 131,558 100,037 82,545 69,649 54,835
BMW Group 57,091 55,378 46,746 39,367 34,079 27,575 19,018
BMW 48,459 47,877 40,174 33,066 28,152 23,293 16,798
Mini 8,632 7,501 6,572 6,301 5,927 4,282 2,220
Mercedes 56,343 46,994 35,213 24,780 20,389 19,534 16,115
Others 37,689 29,885 21,952 15,846 12,951 12,195 11,782
Audi 16,718 32,538 27,647 20,044 15,126 10,345 7,920

Summary: The BAM trio are the favourite marques but it is all rather even at the moment. Audi took a hit with the VW scandal. It is still one of the three best selling but JLR has closed in on that spot. BMW Group is just holding off Mercedes for the top spot. The three biggest in 2016 were 1)  BMW & Mini, 2) Mercedes, 3) Audi. (Had Genesis been included, it would have been third).

Text source: RayCee.

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