17 February 2017

UK 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 the UK? From 2010 to 2016, sales were up 76%. Now individually: Lexus +124% JLR +113% (LR +113% Jag +112%) Porsche 93% Volvo +24% Alfa Romeo -45% . Infiniti has grown massively from limited sales in 2010, Tesla are estimates and Cadillac has petered out.

Year 2016 2015 2014 2013 2012 2011 2010
Total 198,836 167,096 143,330 126,926 118,715 110,684 113,220
JLR 114,356 90,528 74,601 70,909 62,735 51,424 53,691
Land Rover 79,534 66,574 56,200 54,699 48,626 37,637 37,272
Jaguar 34,822 23,954 18,401 16,210 14,109 13,787 16,419
Volvo 46,696 43,432 41,066 32,666 31,790 32,657 37,435
Lexus 13,915 13,269 11,572 9,014 8,404 8,269 6,202
Porsche 13,097 12,167 9,160 8,260 7,998 6,382 6,784
Alfa Romeo 4,881 5,069 5,523 5,687 7,253 11,563 8,834
Tesla 3,000 1,430 659 - - - -
Infiniti 2,891 1,195 746 386 530 382 232
Cadillac - 6 3 4 5 7 42

Summary:
 Lexus, Land Rover and Jaguar grew the most. I cannot say I understand Tesla's reluctance to release sales data but maybe it's concerned how it may be interpreted.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 81%, due to the BAM brands increasing 82% so nothing in the difference. Mercedes has grown the most but still trails the other two. The 'Others' took 26% in 2010 and 25% in 2016. The BAM marques took 75% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 797,545 710,371 629,275 565,938 513,046 473,134 441,337
BMW Group 251,577 231,312 202,539 187,516 178,854 166,780 153,312
BMW 182,593 167,731 148,878 135,583 127,530 116,642 109,418
Mini 68,984 63,581 53,661 51,933 51,324 50,138 43,894
Others 198,836 167,096 143,330 126,926 118,715 110,684 113,220
Audi 177,304 166,709 158,987 142,040 123,622 113,797 99,828
Mercedes 169,828 145,254 124,419 109,456 91,855 81,873 74,977

Summary:
 The BAM trio lead again. Unlike Sweden where local marque Volvo totally dominates, JLR cannot even get close to any of the BAM brands, such is the public's fixation with anything German. The three biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Data source: SMMT.
Text source: RayCee.

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