01 February 2018

Brazil Premium Brand Comparison : 2017

Jag is on the up in Brazil

In an unusual situation, the premium brands have dropped from 67,000 to 47,000 in two years, or 20,000 units. The total market has been retracting too so not a total surprise. What is though is that the big three german brands have worn more of the drop than the others.

If we first look at premium minus the big three, they have fallen just 1,000. JLR is by far the most popular here with about 60% of the total. It seems the bigger a brand is, the more it has dropped.

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 Brazil 2017 % 2016 % 2015 %
15 16 17 Brand 13,126 5.8 12,409 -13.1 14,285 3.1
1 1 1 JLR 7,742 59.0 7,493 60.4 9,327 65.3

Land Rover 6,481 49.4 6,697 54.0 8,814 61.7
Jaguar 1,261 9.6 796 6.4 513 3.6
2 2 2 Volvo 3,493 26.6 3,454 27.8 3,811 26.7
3 3 3 Porsche 1,175 9.0 997 8.0 732 5.1
4 4 4 Lexus 662 5.0 453 3.7 402 2.8
5 5 5 Maserati 54 0.4 12 0.1 13 0.1

Now taking all the above registrations and combining them into 'Others' below, they have become the largest part of the total, up from 4th just two years ago. That's because the BAM brands have absorbed the other 19,000 lost sales. Audi especially has done it tough.

Year Brazil 2017 % 2016 % 2015 %
15 16 17 Brand 47,272 -2.8 48,611 -27.7 67,203 21.1
4 2 1 Others 13,126 27.8 12,409 25.5 14,285 21.3
3 4 2 Mercedes 12,475 26.4 11,306 23.3 17,527 26.1
1 1 3 BMW Group 11,758 24.9 13,296 27.4 17,850 26.6

BMW 10,170 21.5 11,860 24.4 15,856 23.6
Mini 1,588 3.4 1,436 3.0 1,994 3.0
2 3 4 Audi 9,913 21.0 11,600 23.9 17,541 26.1

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