05 February 2017

Australia Premium Comparison : 2010-16

Premium cars are proving popular in many nations. They are often outselling cheaper mainstream brand while at the same time making more profit. More recently the most aggressive attack on this segment have been the BAM marques, BMW, Audi and Mercedes Benz. However other car makers are striking back and the competition is heating up. So a look at sales in this decade would be interesting.

First taking the BAM brands out of the equation, how are things shaping up in Australia? From 2010 to 2016, sales were up 104%. Now individually: JLR +204% (LR +196 Jag +247%) Lexus +38% Volvo +19% Porsche +250% Maserati +242% Alfa Romeo -22%. Infiniti and Tesla are new, while brands such as Cadillac, Lincoln and Acura are not sold here.

Year 2016 2015 2014 2013 2012 2011 2010
Total 39,295 34,760 29,134 26,184 23,328 20,617 19,248
JLR 16,605 13,116 11,220 9,374 8,626 6,424 5,456
Land Rover 13,597 11,824 10,053 8,269 7,840 5,731 4,590
Jaguar 3,008 1,292 1,167 1,105 786 693 866
Lexus 9,027 8,691 7,000 6,920 6,839 6,347 6,526
Volvo 5,878 4,943 4,693 5,174 5,375 5,272 4,945
Porsche 4,434 4,090 2,812 1,905 1,373 1,343 1,266
Tesla 1,350 1,250 69 - - - -
Infiniti 807 574 441 304 85 - -
Alfa Romeo 711 1,577 2,498 2,373 906 1,091 914
Maserati 483 519 401 134 124 140 141

Summary: Porsche and Jaguar/Land Rover grew the most by far, the latter taking 41% of the total. Lexus and Volvo managed modest gains and the 2016 Tesla figure is a guess. Maserati has strengthened with a broader model range, as expected. Alfa Romeo was the only brand that decreased.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to +86%, the BAM brands increasing a slower 80%. The 'Others' took 27% in 2010 and have gained a little ground since. The BAM marques took 70% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 131,980 117,962 100,774 88,356 76,844 71,797 70,872
Others 39,295 34,760 29,134 26,184 23,328 20,617 19,248
Mercedes 36,634 31,750 27,121 23,106 18,174 16,870 18,464
BMW Group 31,793 28,364 25,292 23,057 20,807 19,799 20,260
BMW 28,028 25,022 22,722 20,522 18,413 17,508 17,993
Mini 3,765 3,342 2,570 2,535 2,394 2,291 2,267
Audi 24,258 23,088 19,227 16,009 14,535 14,511 12,900

Summary:
 The BAM trio are clearly preferred to all others and that should continue. Mercedes went past the BMW Group in this time period covered here. The three in biggest in 2016 were 1) Mercedes, 2)  BMW & Mini, 3) Audi.

Text source: RayCee.

2 comments:

  1. pls check this sums
    Total 40,512 33,723 28,260 23,330 19,616 15,282 13,092

    ReplyDelete
  2. Hello Sergey. I read your comment and went back to the data I have and found that the data in the article had errors. I'm unsure how that happened. I've corrected the data and added Maserati, which wasn't included in the original information. I appreciate you letting me know as sometimes I can't see your own mistakes.

    ReplyDelete