Germany 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 Germany? From 2010 to 2016, sales were up 790%. Now individually: Infiniti +435%, JLR +223 (LR +246% Jag +175%) Porsche 85%, Volvo +55%, Cadillac 32%, Lexus +20%. Alfa Romeo was the only one going down with a -50%.

Year	2016	2015	2014	2013	2012	2011	2010
Total	112,790	95,212	81,840	71,002	78,942	76,718	63,122
Volvo	39,923	36,120	31,919	27,517	32,750	33,888	25,795
JLR	31,492	23,203	18,908	16,585	14,310	9,768	9,746
Land Rover	22,779	18,216	14,679	12,425	11,113	6,674	6,580
Jaguar	8,713	4,987	4,229	4,160	3,197	3,094	3,166
Porsche	30,203	28,543	24,365	20,799	20,516	18,690	16,257
Alfa Romeo	4,293	2,800	3,391	3,625	7,502	10,480	8,621
Lexus	2,456	1,682	1,328	1,653	2,841	2,734	2,051
Infiniti	2,197	1,057	1,015	685	874	1,051	411
Tesla	1,908	1,582	817	-	-	-	-
Cadillac	318	225	97	138	149	107	241

Summary: Infiniti, Land Rover and Jaguar grew the most. Overall, a positive situation for marques trying to make headway against a strong local trio.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 22%, due to the BAM brands increasing 17%. The 'Others' took a meagre 7.5% in 2010 but pushed against a strong current since to get to 11% in 2016. The BAM marques took a massive 89% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	1,019,786	939,421	885,301	866,405	913,024	910,516	837,966
Mercedes	311,286	286,883	272,566	277,373	283,006	285,651	281,243
BMW Group	306,093	288,279	271,436	266,078	284,494	297,439	266,729
BMW	262,083	248,565	238,253	231,815	248,192	257,094	235,252
Mini	44,010	39,714	33,183	34,263	36,302	40,345	31,477
Audi	289,617	269,047	259,459	251,952	266,582	250,708	226,872
Others	112,790	95,212	81,840	71,002	78,942	76,718	63,122

Summary: The BAM trio have an enormous share of sales in this area of the market. The only good news for the others is that they are making a little progress. The three BAM marques didn't change planes from 2010 although Audi did pass BMW as a stand alone brand. The three biggest in 2016 were 1) Mercedes 2) BMW & Mini, 3) Audi.

Data source: KBA.
Text source: RayCee.