03 February 2017

USA 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 US? From 2010 to 2016, sales were up 45%. Now individually: Lexus +44% Cadillac +16% Acura +21% Infiniti +34% Lincoln +30% JLR +132% (LR 132% Jag 134%) Volvo 53% Porsche 114%. Tesla and Alfa Romeo are new.

Year 2016 2015 2014 2013 2012 2011 2010
Total 1,195,210 1,163,004 1,051,238 1,009,844 912,780 805,287 824,246
Lexus 331,228 344,601 311,389 273,847 244,166 198,552 229,329
Cadillac 170,006 175,267 170,750 182,543 149,782 152,389 146,925
Acura 161,360 177,165 167,843 165,436 156,216 123,299 133,606
Infiniti 138,293 133,498 117,330 116,455 119,877 98,461 103,411
Lincoln 111,724 101,227 94,474 81,694 82,150 85,643 85,828
JLR 105,104 85,048 67,238 66,962 55,675 50,375 45,204
Land Rov 73,861 70,582 51,465 50,010 43,664 38,099 31,864
Jaguar 31,243 14,466 15,773 16,952 12,011 12,276 13,340
Volvo 82,724 70,047 56,366 61,233 68,117 67,240 53,948
Porsche 54,280 51,756 47,007 42,323 35,043 29,023 25,320
Tesla 39,975 23,732 18,750 19,351 1,754 305 675
Alfa Rom 516 663 91 - - - -

Summary:
 JLR brands and Porsche grew the most but from a small sales base in 2010. The larger makes were below the average increase.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 51%, due to the BAM brands increasing 60%. The 'Others' took 58% in 2010, 53% in 2014 but have come back to nearly 56% in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 2,145,168 2,142,720 1,985,235 1,878,037 1,694,736 1,490,035 1,416,576
Others 1,195,210 1,163,004 1,051,238 1,009,844 912,780 805,287 824,246
M Benz 374,541 372,977 356,136 334,350 295,063 261,769 224,944
BMW Gp 365,204 404,537 395,850 375,782 347,583 305,418 265,757
BMW 313,174 346,023 339,738 309,280 281,460 247,907 220,113
Mini 52,030 58,514 56,112 66,502 66,123 57,511 45,644
Audi 210,213 202,202 182,011 158,061 139,310 117,561 101,629

Summary: The BAM trio were taking more and more of the premium pie but recently the others have come back a little. I pick this trend of the 'Others' growing will continue, albeit slowly. Mercedes overtook the BMW Group in 2016. The three biggest in 2016 are 1) Mercedes, 2) BMW & Mini 3) Lexus.

Text source: RayCee.

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