24 January 2018

Germany Premium Brand Comparison : 2017


Germans love their cars. Either that or they feel a sense of loyalty to support locally made. In this comparison, that shows up quite starkly. However, we kick off by looking at the various premium marques sans the big three BAM brands. The % in the aqua line is comparing sales to the previous year, but otherwise it is the share the brand has of the total.

Volvo is the strongest of the others and while sales have grown, its share has gone from 37.5% to 34.4% in these three years. JLR has increased but levelled off in 2017. The German brand here has lost share and sales are fairly even. The rest have all done well although Infiniti is still finding its place.

Year Germany 2017 % 2016 % 2015 %
15 16 17 Brand 118,770 3.8 114,444 18.8 96,309 16.1
1 1 1 Volvo 40,857 34.4 39,923 34.9 36,120 37.5
3 2 2 JLR 32,643 27.5 31,492 27.5 23,203 24.1

Land Rover 23,656 19.9 22,779 19.9 18,216 18.9
Jaguar 8,987 7.6 8,713 7.6 4,987 5.2
2 3 3 Porsche 29,276 24.6 30,203 26.4 28,543 29.6
4 4 4 Alfa Romeo 6,096 5.1 4,293 3.8 2,800 2.9
6 7 5 Tesla 3,332 2.8 1,908 1.7 1,582 1.6
5 5 6 Lexus 3,002 2.5 2,456 2.1 1,682 1.7
7 8 7 Maserati 1,838 1.5 1,654 1.4 1,097 1.1
8 6 8 Infiniti 1,230 1.0 2,197 1.9 1,057 1.1
9 9 9 Cadillac 496 0.4 318 0.3 225 0.2

Now the above simply becomes others as they join the BAM car makers as I refer to them. They have reached saturation point it would seem as sales are up but slowly. Mercedes is making ground up and passed the BMW Group in 2016. Audi is also losing a small amount of share as BMW. Others are increasing but at just over 10% total share, are very much on the periphery.

Year Germany 2017 % 2016 % 2015 %
15 16 17 Brand 1,036,724 1.5 1,021,440 8.6 940,518 6.1
2 1 1 Mercedes 326,188 31.5 311,286 30.5 286,883 30.5
1 2 2 BMW Group 308,570 29.8 306,093 30.0 288,279 30.7

BMW 261,864 25.3 262,083 25.7 248,565 26.4
Mini 46,706 4.5 44,010 4.3 39,714 4.2
3 3 3 Audi 283,196 27.3 289,617 28.4 269,047 28.6
4 4 4 Others 118,770 11.5 114,444 11.2 96,309 10.2

Data source: KBA.

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