Canada 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 Canada? From 2010 to 2016, sales were up 52%. Now individually: Lexus +58% Acura +17% JLR +269% (LR 259% Jag 302%) Cadillac +64%  Infiniti +47% Lincoln -4%  Porsche 247% Volvo -7%. Tesla and Alfa Romeo are new.

Year	2016	2015	2014	2013	2012	2011	2010
Total	103,068	96,526	82,664	74,713	66,620	64,344	67,738
Lexus	22,509	22,025	17,565	15,949	15,101	13,364	14,249
Acura	20,227	21,003	19,533	19,005	17,154	15,272	17,340
JLR	12,174	9,016	7,743	6,399	4,912	4,004	3,302
Land Rover	9,140	7,720	6,283	5,136	4,268	3,228	2,547
Jaguar	3,034	1,296	1,460	1,263	644	776	755
Cadillac	12,162	12,249	10,538	9,608	6,644	7,577	7,398
Infiniti	12,094	11,321	10,291	8,947	7,993	6,936	8,233
Lincoln	8,320	7,939	6,819	5,814	6,140	8,162	8,630
Porsche	7,061	6,413	4,933	3,680	3,003	2,214	2,036
Volvo	6,103	4,788	4,466	4,673	5,578	6,815	6,550
Tesla	2,350	1,650	774	638	95	-	-
Alfa Romeo	68	122	2	-	-	-	-

Summary: JLR brands and Porsche grew the most but from a small sales base in 2010. Lincoln and Volvo actually decreased.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 57%, due to the BAM brands increasing 61%. The 'Others' took 47% in 2010, 42% in 2012 but have come back to nearly 46% in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	224,678	209,142	183,371	167,723	157,443	147,155	143,403
Others	103,068	96,526	82,664	74,713	66,620	64,344	67,738
Mercedes	46,445	43,810	38,005	34,781	33,116	31,016	29,629
BMW Group	44,621	42,052	38,188	37,723	37,707	34,928	31,703
BMW	38,012	35,002	32,805	31,710	31,402	29,773	27,202
Mini	6,609	7,050	5,383	6,013	6,305	5,155	4,501
Audi	30,544	26,754	24,514	20,506	20,000	16,867	14,333

Summary: The BAM trio were taking more and more of the premium pie but recently the others have come back a little. I pick this trend will continue, albeit slowly. Mercedes passed the BMW Group in 2015 while Audi is still some way back despite closing the gap. The three in biggest in 2016 are 1) Mercedes, 2) BMW & Mini 3) Audi.

Text source: RayCee.