14 February 2017

Norway 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 Norway? From 2010 to 2016, other premium sales were up 29%. Now individually: Lexus +550% JLR +393% (LR +327% Jag +509%) Porsche 164% Volvo -16% Alfa Romeo -89% Cadillac -67%. Tesla is too high to mean anything.

Year 2016 2015 2014 2013 2012 2011 2010
Total 14,685 16,236 17,289 15,466 13,422 13,424 11,382
Volvo 8,777 9,978 11,325 11,863 11,550 11,995 10,458
Tesla 3,481 4,039 4,042 1,986 32 28 14
Lexus 1,163 1,070 792 525 493 477 179
JLR 803 717 627 625 731 261 163
Land Rover 444 602 578 562 684 215 104
Jaguar 359 115 49 63 47 46 59
Porsche 417 385 417 310 328 159 158
Alfa Romeo 43 46 84 155 283 504 407
Cadillac 1 1 2 2 5 - 3

Summary: Tesla, Lexus, Land Rover and Jaguar grew the most. Volvo has slipped over the period from a very high position. They and Alfa Romeo will be hoping to make a comeback soon.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to +55%, due to the BAM brands increasing 72%. Volvo was easily the biggest premium brand in 2010 but were overtaken by BMW/Mini in 2015 and Mercedes in 2016. The 'Others' took 40% in 2010 but fell sharply in 2016. The BAM marques took 67% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 44,327 41,012 41,511 36,927 35,540 32,420 28,653
Others 14,685 16,236 17,289 15,466 13,422 13,424 11,382
BMW Group 12,956 10,408 10,542 7,859 8,181 7,101 6,055
BMW 12,098 9,567 9,602 6,876 7,325 6,288 5,657
Mini 858 841 940 983 856 813 398
Mercedes 9,033 7,678 6,603 6,091 5,616 4,544 4,562
Audi 7,653 6,690 7,077 7,511 8,321 7,351 6,654

Summary: The BAM trio have been taking sales away from Volvo, it's as simple as that. Audi has been passed by the other two BAM brands. The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Volvo.

Data source: Ofvas.
Text source: RayCee.

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