21 February 2017

Spain 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 Spain? From 2010 to 2016, sales of the other premium marques were up 74%. Now individually: Infiniti +233% Lexus 231% JLR +124% (LR +101% Jag +232%) Porsche 240% Volvo +24% Alfa Romeo -14% Cadillac -94%. Tesla is new any inconsequential for now.

Year 2016 2015 2014 2013 2012 2011 2010
Total 39,658 31,788 25,562 21,345 21,118 24,281 22,790
JLR 13,930 10,970 8,864 8,190 7,245 5,787 6,221
Land Rover 10,272 9,228 7,898 7,301 6,415 4,997 5,118
Jaguar 3,658 1,742 966 889 830 790 1,103
Volvo 13408 10,640 8,139 6,611 6,318 8,593 9,353
Lexus 5,602 4,705 3,325 1,982 2,031 2,587 1,689
Alfa Romeo 3,190 2,851 3,071 3,033 3,799 5,111 3,730
Porsche 2,232 2,111 1,671 1,238 1,414 1,763 1,377
Infiniti 1,236 496 467 282 302 404 371
Tesla 57 11 17 1 - 2 -
Cadillac 3 4 8 8 9 34 49

Summary: Infiniti and Lexus did well as did Jaguar Land Rover as always. Volvo was the biggest but was headed off by JLR in 2012. It nearly came back but Jaguar's recent success saw off that challenge.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 4%, due to the BAM brands increasing 40%. The 'Others' took 17% in 2010 and by 2016 had passed 20%. As for the BAM brands, Mercedes has grown the most since 2010 with Audi third. The BMW brand is actually third but MINI's popularity takes it to the top. The latter took 80% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 194,200 160,592 132,695 115,504 111,506 122,430 133,161
BMW Group 55,713 45,574 38,431 34,390 32,989 36,729 41,112
BMW 44,420 35,982 30,214 26,815 25,703 28,350 32,390
Mini 11,293 9,592 8,217 7,575 7,286 8,379 8,722
Audi 51,681 44,097 37,715 35,565 36,128 38,140 40,868
Mercedes 47,148 39,133 30,987 24,204 21,271 23,280 28,391
Others 39,658 31,788 25,562 21,345 21,118 24,281 22,790

Summary: The BAM trio are clearly preferred to all others and that should continue. The three biggest in 2016 were 1) BMW & Mini, 2) Audi, 3) Mercedes.

Text source: RayCee.

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