13 February 2017

Netherlands 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 the Netherlands? From 2010 to 2016, sales were up 20% but it would have been higher but for a crash in Volvo sales. Now individually: Tesla grew from tiny to sizable, Infiniti +287% JLR +153% (LR +138% Jag +178%) Porsche +88% Volvo +7% Porsche 240%. Alfa Romeo fell 64% and Cadillac had little impact while it was theer.

Year 2016 2015 2014 2013 2012 2011 2010
Total 22,631 34,640 29,748 31,600 27,177 27,028 18,809
Volvo 14,470 25,130 21,971 24,440 16,924 16,538 13,537
JLR 2,808 2,465 1,827 1,689 1,683 1,268 1,109
Land Rover 1,623 1,557 1,443 1,287 1,342 928 682
Jaguar 1,185 908 384 402 341 340 427
Tesla 2,120 1,805 1,457 1,195 26 43 27
Porsche 1,162 2,161 1,025 849 944 730 617
Alfa Romeo 998 1,055 1,589 1,817 3,653 5,566 2,738
Lexus 872 1,944 1,849 1,588 3,920 2,826 705
Infiniti 201 80 30 14 12 42 52
Cadillac - - - 8 15 15 24

Summary: Infiniti, Land Rover and Jaguar grew the most with variances in electric vehicle sales possibly accounting for Volvo's fluctuation. It is still the main selling brand in this comparison.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 22%, with the BAM brands increasing a similar 23%. The 'Others' took 30% in 2010 and the same in 2016. In between they peaked at 39% in 2014. The BAM marques took 71% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 77,285 91,826 76,326 82,584 82,122 76,877 63,139
BMW Group 24,533 24,586 19,155 22,429 22,673 19,989 16,805
BMW 18,756 19,706 15,477 19,004 18,632 16,016 13,794
Mini 5777 4880 3678 3425 4041 3973 3011
Others 22,631 34,640 29,748 31,600 27,177 27,028 18,809
Mercedes 15,409 15,370 11,849 10,834 11,269 11,305 11,436
Audi 14,712 17,230 15,574 17,721 21,003 18,555 16,089

Summary: The BAM trio are the top three, with Volvo falling from the #1 spot to just out of the top three in one year. Audi went from top to third in this period. The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Audi.

Data source: Rai Vereeniging. Text source: RayCee.

No comments: