07 February 2017

NZ 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 New Zealand? From 2010 to 2016, sales were up 165%. Now individually: JLR +254% (LR +225% Jag +392%) Lexus +79% Volvo +314% Porsche +251% Alfa Romeo -10%. Tesla and Cadillac weren't there for every year.

Year 2016 2015 2014 2013 2012 2011 2010
Total 3,449 2,924 2,505 1,822 1,672 1,474 1,301
JLR 1,531 1,208 1,007 653 578 469 432
Land Rover 1,157 1,033 885 523 458 424 356
Jaguar 374 175 122 130 120 45 76
Lexus 720 641 557 551 492 508 403
Volvo 608 505 421 234 244 183 147
Porsche 460 444 289 189 165 151 131
Alfa Romeo 106 105 231 195 192 163 118
Tesla 24 21 - - 1 - -
Cadillac - - - - - - 70

Summary: Porsche, Volvo, Land Rover and Jaguar grew the most. Lexus cruised along, slowly growing but Alfa Romeo managed a drop. Infiniti and Acura are not 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 110%, while to the BAM brands increased 90%. The big winner with that three makes is Mercedes with +201% improvement. The 'Others' took 27% in 2010, 24% in 2013 before coming back to 34% in 2016. The BAM marques took 66% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 10,225 9,354 9,094 7,525 6,360 5,396 4,864
Others 3,449 2,924 2,505 1,822 1,672 1,474 1,301
Mercedes 2,482 2,095 1,813 1,482 1,094 981 824
BMW Group 2,464 2,569 2,701 2,400 2,054 1,610 1,458
BMW 1,864 1,954 2,132 1,910 1,646 1,217 1,135
Mini 600 615 569 490 408 393 323
Audi 1,830 1,766 2,075 1,821 1,540 1,331 1,281

Summary: The BAM trio are the most popular but increasingly are not having it all their own way.  Mercedes has gone from third to outright leader, while the BMW brand has overcome Audi. The three biggest in 2016 were 1) Mercedes, 2) BMW & Mini, 3) Audi.

Data source: MIA. Text source: RayCee.

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