16 February 2018

Japan Premium Brand Comparison : 2017



It's surprising to think that Koreans buy almost as many premium cars as the Japanese. About 250,000 are sold each year although Lexus isn't the biggest as you might expect. If we first look at premium marques minus the big three, Lexus is indeed the main make with over half the total sales. However 2017 wasn't too kind with sales down 6,500.

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 Japan 2017 % 2016 % 2015 %
15 16 17 Brand 80,044 -3.9 83,310 7.9 77,239 7.4
1 1 1 Lexus 45,605 57.0 52,150 62.6 48,231 62.4
2 2 2 Volvo 15,764 19.7 14,533 17.4 13,510 17.5
3 3 3 Porsche 8,242 10.3 6,887 8.3 6,690 8.7
4 4 4 JLR 6,211 7.8 6,048 7.3 4,328 5.6

Land Rover 3,597 4.5 3,165 3.8 2,979 3.9
Jaguar 2,614 3.3 2,883 3.5 1,349 1.7
5 5 5 Alfa Romeo 1,838 2.3 1,767 2.1 2,321 3.0
6 6 6 Maserati 1,824 2.3 1,323 1.6 1,449 1.9
7 7 7 Cadillac 560 0.7 602 0.7 710 0.9

Now taking all the above registrations and combining them into 'Others' below, the above marques are the largest contributor but not by much. BMW is greatly aided by a very popular MINI, which is nearly as successful as the whole Audi range.

Year Japan 2017 % 2016 % 2015 %
15 16 17 Brand 254,771 0.0 254,653 6.4 239,433 5.1
1 1 1 Others 80,044 31.4 83,310 32.7 77,239 32.3
2 2 2 BMW Group 78,173 30.7 75,463 29.6 67,621 28.2

BMW 52,746 20.7 50,913 20.0 46,538 19.4
Mini 25,427 10.0 24,550 9.6 21,083 8.8
3 3 3 Mercedes 68,218 26.8 67,378 26.5 65,159 27.2
4 4 4 Audi 28,336 11.1 28,502 11.2 29,414 12.3

Data source: JAMA, JAIA.

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