21 February 2017

Turkey 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 Turkey? From 2010 to 2016, sales were up 19%. Now individually: Porsche +62% Infiniti +27% Volvo +25% JLR +2% and Rover -9% Jaguar +126% Alfa Romeo -9% and Lexus is new.

Year 2016 2015 2014 2013 2012 2011 2010
Total 8,334 10,616 8,880 8,025 8,511 8,411 6,987
Volvo 4,100 6,939 6,060 5,021 5,247 4,662 3,276
JLR 2,589 1,913 1,259 1,420 1,674 2,307 2,528
Land Rover 2,108 1,577 1,207 1,323 1,590 2,139 2,315
Jaguar 481 336 52 97 84 168 213
Porsche 827 861 588 517 497 442 390
Alfa Romeo 634 847 967 1,030 1,052 898 699
Infiniti 120 43 6 37 41 102 94
Lexus 64 13 - - - - -

Summary: Porsche and Infiniti grew the most. The surprose was Land Rover that has bristled with increase just about everywhere. The Freelander was well received here and with it's demise, that was part of it anyway. Alfa Romeo has held up better than in most markets.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 120%, due to the BAM brands increasing 141%. that's a huge swing in their favour. The 'Others' took 19% in 2010 but in 2016 just 9%. The BAM marques took 91% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 91,859 94,188 77,034 65,297 51,966 49,858 41,685
Mercedes 32,666 30,333 23,100 20,023 12,730 12,630 12,300
BMW Group 28,854 32,960 27,245 22,262 17,005 16,753 12,742
BMW 27,166 31,221 26,174 20,705 15,247 15,018 12,034
Mini 1,688 1,739 1,071 1,557 1,758 1,735 708
Audi 22,005 20,279 17,809 14,987 13,720 12,064 9,656
Others 8,334 10,616 8,880 8,025 8,511 8,411 6,987

Summary: The BAM trio are more popular than ever here with Mercedes Benz has increasing the most. The three biggest in 2016 were 1) Mercedes 2) BMW & Mini, 3) Audi.

Text source: RayCee.

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