Brazil 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 Brazil? From 2010 to 2016, sales were up 45%. Now individually: JLR +41% (LR +28% Jag +696%) Volvo +59 % Porsche -3%. Lexus is new and Alfa Romeo miniscule.

Year	2016	2015	2014	2013	2012	2011	2010
Total	12,397	14,272	13,837	15,035	11,808	14,834	8,540
JLR	7,493	9,327	9,766	10,934	8,217	8,295	5,312
Land Rover	6,697	8,814	9,385	10,641	8,165	8,185	5,212
Jaguar	796	513	381	293	52	110	100
Volvo	3,454	3,811	3,117	2,927	2,986	5,210	2,179
Porsche	997	732	758	1,039	568	1,329	1,032
Lexus	453	402	196	134	32	-	9
Alfa Romeo	-	-		1	5	-	8

Summary: JLR brands are the main brands here and have 60% of all the sales. Many premium brands aren't here at all while Porsche managed a decrease.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 67%, due to the BAM brands increasing 76%. The 'Others' took 29% in 2010, 35% in 2012 but have come back to nearly 26% in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	48,578	67,190	55,483	46,972	33,667	45,558	29,100
BMW Group	13,296	17,850	17,246	15,828	10,676	14,995	10,152
BMW	11,860	15,856	14,826	13,887	8,717	12,074	8,517
Mini	1,436	1,994	2,420	1,941	1,959	2,921	1,635
Others	12,397	14,272	13,837	15,035	11,808	14,834	8,540
Audi	11,600	17,541	12,486	6,694	4,963	5,461	3,265
Mercedes	11,285	17,527	11,914	9,415	6,220	10,268	7,143

Summary: The BAM trio now have 74% of premium sales, partly due to little competition apart from JLR. It's hard to pick what will happen in future, with sales falling. Which vehicles are and will be locally assembled will make a difference. Audi has made up a lot of ground to pass Mercedes but lost ground to the BMW Group in 2016. The three biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Text source: RayCee.