Austria 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 Austria? From 2010 to 2016, premium sales were up just 36%. Now individually: Infiniti +142% JLR +134% (LR +124% Jag +159%) Lexus +109% Porsche +73% Volvo +19% Tesla from tiny beginnings. On the other side of the ledger Alfa Romeo -28% and Cadillac down too.

Year	2016	2015	2014	2013	2012	2011	2010
Total	11,168	9,313	7,934	8,201	8,965	9,279	8,210
Volvo	3,670	3,625	3,100	2,876	3,126	3,585	3,097
JLR	3,035	2,128	2,135	2,412	2,213	1,247	1,296
Land Rover	2,070	1,721	1,870	2,072	1,913	979	924
Jaguar	965	407	265	340	300	268	372
Alfa Romeo	1,970	1,447	1,217	1,630	2,330	3,157	2,735
Porsche	1,254	1,284	1,049	954	960	787	726
Tesla	718	492	136	51	8	9	2
Lexus	449	316	272	237	285	381	215
Infiniti	63	13	12	26	28	44	26
Cadillac	9	8	13	15	15	69	113

Summary: Infiniti, Land Rover and Jaguar grew the most but from a small sales base in 2010. Lincoln managed a decreased. Volvo being so large in 2010 and not growing much held back the total increase.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 30%, the BAM brands increasing 29% or about the same. The 'Others' took 15.5% in 2010 and stayed about the same throughout. They did dip slightly and have come back. The BAM marques took 84% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	68,964	58,790	55,929	56,885	58,451	58,428	52,954
BMW Group	22,121	19,132	17,922	17,679	17,961	18,180	15,589
BMW	19,280	16,631	15,803	15,634	15,851	15,636	13,673
Mini	2,841	2,501	2,119	2,045	2,110	2,544	1,916
Audi	19,689	17,170	18,361	19,614	20,910	20,034	17,948
Mercedes	15,986	13,175	11,712	11,391	10,615	10,935	11,207
Others	11,168	9,313	7,934	8,201	8,965	9,279	8,210

Summary: The BAM trio are massively favoured compared to all others and that should continue.  The BMW Group overtook Audi through this time period. The three biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Data source: Statistik Austria.
Text source: RayCee.