05 February 2017

Mexico 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 Mexico? From 2010 to 2016, sales were up 60%. Now individually: Lincoln -12% Acura +17% Cadillac +31% Volvo +24% Porsche 240% JLR +90% (LR 70% Jag 191%). Infiniti and Alfa Romeo are new.

Year 2016 2015 2014 2013 2012 2011 2010
Total 13,287 12,424 11,275 10,466 9,510 7,800 8,279
Lincoln 2,371 2,071 1,868 1,766 2,054 2,016 2,690
Infiniti 2,231 1,818 1,475 989 736 231 -
Acura 2,224 2,423 2,595 2,570 2,164 1,783 1,876
Cadillac 1,815 1,806 1,414 1,204 1,256 1,200 1,385
Volvo 1,607 1,333 1,063 1,568 1,513 1,334 1,293
Porsche 1,498 1,208 975 765 650 539 440
JLR 1,128 1,536 1,811 1,500 1,044 667 595
Land Rover 849 1,346 1,630 1,357 927 613 499
Jaguar 279 190 181 143 117 54 96
Alfa Romeo 413 229 74 104 93 30 -

Summary: Porsche and Jaguar grew the most but from a small sales base in 2010. Lincoln managed a decreased. Land Rover's situation is unusual in that they grew well but fell back recently. Already sales for 2017 have imploded so something is going on there with JLR. Time will reveal all. Alfa Romeo has done well compared to north of the border and Lexus isn't sold here at all.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 129%, due to the BAM brands increasing 159%. The 'Others' took 30% in 2010 but lost ground since. The BAM marques took 79% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 63,765 54,841 48,290 45,041 39,785 33,318 27,799
BMW Group 20,639 17,475 14,902 13,992 11,827 9,637 7,825
BMW 14,611 12,170 10,502 9,635 8,006 6,634 5,732
Mini 6,028 5,305 4,400 4,357 3,821 3,003 2,093
Audi 15,330 14,147 12,939 11,712 9,482 8,058 5,490
Mercedes 14,509 10,795 9,174 8,871 8,966 7,823 6,205
Others 13,287 12,424 11,275 10,466 9,510 7,800 8,279

Summary: The BAM trio are clearly preferred to all others and that should continue. Audi went past Mercedes and BMW in 2011 but the BMW Group seems beyond their range. The three in biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Data source: AMIA.
Text source: RayCee.

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