15 February 2018

Mexico Premium Brand Comparison : 2017


This is not a country with a huge premium segment. For example Canada was 33% larger for all sales but premium sales are nearly 280% larger. That's hardly surprising due to the difference in the economies but it does prove a point.

If we first look at premium sales minus the big three, there isn't much happening here. 11,000 units is tiny, with Acura jumping into the top spot, vacated by Lincoln. The worst is JLR and for whatever reason that was (it wasn't the product) things are picking up early 2018. 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 Mexico 2017 % 2016 % 2015 %
15 16 17 Brand 11,062 -16.7 13,287 6.9 12,424 10.2
1 3 1 Acura 2,167 19.6 2,224 16.7 2,423 19.5
3 2 2 Infiniti 1,987 18.0 2,231 16.8 1,818 14.6
2 1 3 Lincoln 1,577 14.3 2,371 17.8 2,071 16.7
4 4 4 Cadillac 1,380 12.5 1,815 13.7 1,806 14.5
7 6 5 Porsche 1,506 13.6 1,498 11.3 1,208 9.7
6 5 6 Volvo 1,417 12.8 1,607 12.1 1,333 10.7
5 7 7 JLR 651 5.9 1,128 8.5 1,536 12.4

Land Rover 483 0.4 849 0.8 1,346 1.4
Jaguar 168 0.1 279 0.3 190 0.2
8 8 8 Alfa Romeo 377 3.4 413 3.1 229 1.8

Now taking all the above registrations and combining them into 'Others' below things get better. All the German brands are holding up well. The BMW brand isn't the biggest selling brand but thanks to how popular the MINi is here, the BMW Group is well ahead. The others have slipped to under 20%. Perhaps their downward trajectory will reverse in 2018.

Year Mexico 2017 % 2016 % 2015 %
15 16 17 Brand 65,600 2.9 63,765 16.3 54,841 13.6
1 1 1 BMW Group 21,796 33.2 20,639 32.4 17,475 31.9

BMW 15,663 23.9 14,611 22.9 12,170 22.2
Mini 6,133 9.3 6,028 9.5 5,305 9.7
4 3 3 Mercedes 17,691 27.0 14,509 22.8 10,795 19.7
2 2 2 Audi 15,051 22.9 15,330 24.0 14,147 25.8
3 4 4 Others 11,062 16.9 13,287 20.8 12,424 22.7

Data source: AMDA.

No comments:

Post a Comment