Japan 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 Japan? From 2010 to 2016, premium sales for these makes were up 68%. Now individually: JLR +224% (LR +335% Jag +153%) Porsche +106% Volvo +87% Lexus +56%  Alfa Romeo -3% Cadillac -7%. Infiniti and Acura are not sold here, which I think is a missed opportunity.

Year	2016	2015	2014	2013	2012	2011	2010
Total	81,987	75,790	70,505	76,906	70,168	62,447	48,794
Lexus	52,150	48,231	44,246	46,772	43,657	42,365	33,365
Volvo	14,533	13,510	13,277	16,918	13,878	11,787	7,767
Porsche	6,887	6,690	5,385	4,869	4,661	3,658	3,335
JLR	6,048	4,328	4,199	4,339	2,785	1,910	1,865
Land Rover	3,165	2,979	3,126	3,347	1,771	890	727
Jaguar	2,883	1,349	1,073	992	1,014	1,020	1,138
Alfa Romeo	1,767	2,321	2,661	3148	4,452	1,863	1,816
Cadillac	602	710	737	860	735	864	646

Summary: Land Rover and Jaguar but neither of those marques are that big even now. Over three times the number of Land Rovers are sold in Korea, that being a much smaller market as well. Lexus has 63% of the sales for those listed here which the least of what you would expect.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 80%, due to the BAM brands increasing 87%. The 'Others' took 35% in 2010 and 32% in 2016. The BAM marques took 68% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	253,330	237,984	226,423	222,547	193,698	165,505	140,534
Others	81,987	75,790	70,505	76,906	70,168	62,447	48,794
BMW Group	75,463	67,621	63,671	63,245	57,466	48,685	43,966
BMW	50,913	46,538	46,073	46,263	41,254	34,335	32,628
Mini	24,550	21,083	17,598	16,982	16,212	14,350	11,338
Mercedes	67,378	65,159	60,834	53,720	41,901	33,207	30,920
Audi	28,502	29,414	31,413	28,676	24,163	21,166	16,854

Summary: The BAM trio do well here with Mercedes and MINI growing the most in recent years. Audi is a much smaller here than other countries with just 11% of premium sales. MINI almost outsells it! The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Lexus.

Text source: RayCee.