16 February 2017

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.

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