07 February 2017

RSA 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 Republic of South Africa? From 2010 to 2016, premium sales were down 6%. That shows the issues facing the economy there. Now individually: Porsche +103%  JLR +3% (LR -6% Jag +72%). That's the increase dealt with. Lexus -26%  Volvo -33% Alfa Romeo -65%. Infiniti is new and while it started OK, sales crumbled in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 9,752 12,062 12,808 14,950 14,458 12,020 10,383
JLR 5,071 6,169 6,781 8,010 7,596 5,653 4,917
Land Rover 4,099 5,411 5,827 6,921 6,687 5,133 4,351
Jaguar 972 758 954 1,089 909 520 566
Volvo 2,040 2,712 2,867 2,875 2,984 3,241 3,048
Porsche 1,409 1,469 1,146 2,438 1,436 1,131 693
Lexus 1,031 1,027 1,344 986 1,371 1,178 1,393
Alfa Romeo 117 157 299 447 944 817 332
Infiniti 84 528 371 194 127 - -

Summary: Porsche and Jaguar grew but for the rest a sad picture.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales decrease becomes -3%, due to the BAM brands falling 2%. The 'Others' took just 15% in 2010 and ended up about 14.5% in 2016. The BAM marques took 86% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 67,310 75,972 86,856 85,504 81,177 76,916 69,107
Mercedes 23,373 25,302 29,009 23,517 22,438 24,296 22,953
BMW Group 22,585 23,658 26,664 27,671 27,538 26,069 24,405
BMW 20,355 21,580 24,521 24,793 24,744 23,560 22,622
Mini 2,230 2,078 2,143 2,878 2,794 2,509 1,783
Audi 11,600 14,950 18,375 19,366 16,743 14,531 11,366
Others 9,752 12,062 12,808 14,950 14,458 12,020 10,383

Summary: The BAM trio are clearly preferred to all others but for all brands a poor picture. None of the BAM makes did well. It's true that the total market fared worse but all in all a depressed car market. The three biggest in 2016 were 1) Mercedes, 2) BMW & Mini, 3) Audi 3.

Data source: Naamsa.
Text source: RayCee.

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