Switzerland 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 Switzerland? From 2010 to 2016, other premium sales were up 37%. Now individually: Infiniti +292%, JLR +173% (LR +165% Jag +193%) Porsche +130% Cadillac +18% Volvo +2% Lexus -4% and Alfa Romeo -61%.

Year	2016	2015	2014	2013	2012	2011	2010
Total	22,020	20,453	17,870	17,646	18,822	18,406	16,109
Volvo	7,130	7,251	6,867	7,710	8,059	8,478	6,973
JLR	5,732	4,788	4,112	4,344	4,300	2,264	2,100
Land Rover	3,941	3,808	3,490	3,454	3,789	1,803	1,488
Jaguar	1,791	980	622	890	511	461	612
Porsche	4,240	4,305	3,165	2,518	2,310	2,178	1,843
Tesla	1,701	1,556	496	216	25	51	44
Alfa Romeo	1,509	1,249	2,104	1,989	2,818	4,106	3,901
Lexus	861	943	853	658	1,022	1,002	898
Infiniti	619	227	118	83	153	173	158
Cadillac	228	134	155	128	135	154	192

Summary: Infiniti Land Rover and Jaguar grew the most. Volvo remained about equal and Alfa Romeo can hope for better days in the future.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 47%, due to the BAM brands increasing 50%. The 'Others' took 25% in 2010 and 23% in 2016. The BAM marques took 77% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	95,491	94,526	82,810	80,727	81,104	73,090	65,087
BMW Group	30,047	28,964	25,607	25,090	23,561	22,145	19,870
BMW	24,780	24,103	21,144	20,364	18,968	17,564	16,079
Mini	5,267	4,861	4,463	4,726	4,593	4,581	3,791
Mercedes	23,842	22,884	18,384	16,737	16,638	14,037	12,198
Others	22,020	20,453	17,870	17,646	18,822	18,406	16,109
Audi	19,582	22,225	20,949	21,254	22,083	18,502	16,910

Summary: The BAM trio are getting their Germanic support as expected. Mercedes has passed Audi in this time period. The three biggest in 2016 were 1) BMW & Mini, 2)  Mercedes 3) Audi.

Data source: Auto Schweiz
Text source: RayCee.