31 January 2018

Canada Premium Brand Comparison : 2017


Premium sales went from 225,000 to nearly 250,000 in 2017. If we first look at premium minus the big three, they went from 104,000 to 113,000. Lexus is the leading marque with close to 25,000 registrations and Acura next with 20,000. JLR is third (just) with Cadillac closely shadowing the UK brands and wanting its third placing back. Genesis will be an interesting watch to see how that new premium marque develops.

In the charts below,  the % in the aqua line is comparing sales to the previous year, but otherwise it is the share the brand has of the total.

Year Canada 2017 % 2016 % 2015 %
15 16 17 Brand 113,985 9.6 103,991 6.8 97,393 17.1
1 1 1 Lexus 24,765 21.7 22,509 21.6 22,025 22.6
2 2 2 Acura 20,300 17.8 20,227 19.5 21,003 21.6
5 3 3 JLR 13,765 12.1 12,174 11.7 9,016 9.3

Land Rover 9,145 8.1 9,140 8.8 7,720 7.9
Jaguar 4,620 4.1 3,034 2.9 1,296 1.3
3 4 4 Cadillac 13,330 11.7 12,162 11.7 12,249 12.6
4 5 5 Infiniti 12,433 10.9 12,094 11.6 11,321 11.6
7 7 6 Porsche 8,249 7.2 7,061 6.8 6,413 6.6
6 6 7 Lincoln 8,107 7.1 8,320 8.0 7,939 8.2
8 8 8 Volvo 7,102 6.2 6,103 5.9 4,788 4.9
9 9 9 Tesla 3,100 2.7 2,498 2.4 2,010 2.1
10 10 10 Maserati 1,246 1.1 682 0.7 507 0.5
11 12 11 Alfa Romeo 1,113 1.0 68 0.1 122 0.1
- 11 12 Genesis 525 0.5 93 0.1 -

Now taking all the above registrations and combining them into 'Others' below, they take 46% of the total premium sales. it's a percentage they are holding but not growing. That's not because of BMW which has been losing share, but because of Mercedes and Audi, which are both doing rather well.

Year Canada 2017 % 2016 % 2015 %
15 16 17 Brand 247,535 9.7 225,601 7.4 210,009 14.2
1 1 1 Others 113,335 46.0 103,991 46.1 97,393 46.4
2 2 2 Mercedes 51,930 21.0 46,445 20.6 43,810 20.9
3 3 3 BMW Group 45,613 18.4 44,621 19.8 42,052 20.0

BMW 38,562 15.6 38,012 16.8 35,002 16.7
Mini 7,051 2.8 6,609 2.9 7,050 3.4
4 4 4 Audi 36,007 14.5 30,544 13.5 26,754 12.7

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