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.