13 February 2018

Norway Premium Brand Comparison : 2017


We probably all know that if you do electric or hybrid vehicles, you will do well here. So how does that affect the premium segment? 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.

If we first look at premium minus the big three, Volvo and Tesla do the business thanks to models that have those above mentioned features. JLR is being hampered by its late arrival into that area but 2018 may see some movement in that area.

Year Norway 2017 % 2016 % 2015 %
15 16 17 Brand 22,870 55.6 14,696 -9.5 16,239 -6.2
1 1 1 Volvo 11,750 51.4 8,777 59.7 9,978 61.4
2 2 2 Tesla 8,460 37.0 3,481 23.7 4,039 24.9
3 3 3 Lexus 1,003 4.4 1,163 7.9 1,070 6.6
4 4 4 JLR 705 3.1 803 5.5 717 4.4

Land Rover 406 1.8 444 3.0 602 3.7
Jaguar 299 1.3 359 2.4 115 0.7
5 5 4 Porsche 684 3.0 417 2.8 385 2.4
6 6 6 Alfa Romeo 236 1.0 43 0.3 46 0.3
7 7 7 Maserati 32 0.1 11 0.1 3 0.0
8 8 - Cadillac 1 0.0 1 0.0

Now taking all the above registrations and combining them into 'Others' below, they take over 40% of the total. BMW benefits from the i3 model, which sells very well here. I don't know if there is another market that Tesla outsells Audi. The emphasis on non-fossil fuel propulsion means the market can change suddenly. What will 2018 bring?

Year Norway 2017 % 2016 % 2015 %
15 16 17 Brand 55,277 24.7 44,338 8.1 41,015 -1.2
1 1 1 Others 22,870 41.4 14,696 33.1 16,239 39.6
2 2 2 BMW Group 14,109 25.5 12,956 29.2 10,408 25.4

BMW 13,119 23.7 12,098 27.3 9,567 23.3
Mini 990 1.8 858 1.9 841 2.1
3 3 3 Mercedes 10,625 19.2 9,033 20.4 7,678 18.7
4 4 4 Audi 7,673 13.9 7,653 17.3 6,690 16.3

Data source: Ofvas.

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