16 February 2017

Sweden 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 Sweden? From 2010 to 2016, other premium sales were up 38%. Now individually: Porsche +180%, JLR +139% (LR +130% Jag 156%) Lexus +100% Volvo +33% Alfa Romeo -1% and Cadillac on the periphery.

Year 2016 2015 2014 2013 2012 2011 2010
Total 77,065 76,379 65,046 56,477 55,262 61,756 56,043
Volvo 71,238 71,221 61,496 53,939 52,800 58,862 53,718
Lexus 1,644 1,532 1,025 717 720 993 821
JLR 1,459 1,219 1,256 1,031 938 856 610
Land Rover 907 985 1,079 832 822 639 394
Jaguar 552 234 177 199 116 217 216
Porsche 1,335 1,215 819 554 522 490 477
Tesla 1,125 996 266 - - - -
Alfa Romeo 208 125 175 230 271 542 210
Cadillac 56 71 9 6 11 13 207

Summary: Porsche, Jaguar, Land Rover and Lexus but only Volvo has any real volume of the brands involved in this section.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 45%, due to the BAM brands increasing 56%. The 'Others' took 57.5% in 2010 and 54% in 2016. The BAM marques took 46% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 141,624 133,342 114,965 100,481 101,332 109,940 97,397
Others 77,065 76,379 65,046 56,477 55,262 61,756 56,043
BMW Group 24,914 22,479 19,771 17,552 17,580 17,451 14,709
BMW 22,146 19,684 18,125 16,192 16,088 16,036 13,959
Mini 2,768 2,795 1,646 1,360 1,492 1,415 750
Audi 22,662 20,463 18,613 17,238 17,082 18,872 16,170
Mercedes 16,983 14,021 11,535 9,214 11,408 11,861 10,475

Summary: The BAM trio have to play second fiddle to Volvo in Sweden. In fact, Volvo outsells all other premium brands combined! The BMW Group has overtaken Audi to lead the BAM Marquez. The three biggest in 2016 were 1) Volvo, 2) BMW & Mini, 3) Audi.

Data source: Bilsweden.
Text source: RayCee.

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