Mexico 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 Mexico? From 2010 to 2016, sales were up 60%. Now individually: Lincoln -12% Acura +17% Cadillac +31% Volvo +24% Porsche 240% JLR +90% (LR 70% Jag 191%). Infiniti and Alfa Romeo are new.

Year	2016	2015	2014	2013	2012	2011	2010
Total	13,287	12,424	11,275	10,466	9,510	7,800	8,279
Lincoln	2,371	2,071	1,868	1,766	2,054	2,016	2,690
Infiniti	2,231	1,818	1,475	989	736	231	-
Acura	2,224	2,423	2,595	2,570	2,164	1,783	1,876
Cadillac	1,815	1,806	1,414	1,204	1,256	1,200	1,385
Volvo	1,607	1,333	1,063	1,568	1,513	1,334	1,293
Porsche	1,498	1,208	975	765	650	539	440
JLR	1,128	1,536	1,811	1,500	1,044	667	595
Land Rover	849	1,346	1,630	1,357	927	613	499
Jaguar	279	190	181	143	117	54	96
Alfa Romeo	413	229	74	104	93	30	-

Summary: Porsche and Jaguar grew the most but from a small sales base in 2010. Lincoln managed a decreased. Land Rover's situation is unusual in that they grew well but fell back recently. Already sales for 2017 have imploded so something is going on there with JLR. Time will reveal all. Alfa Romeo has done well compared to north of the border and Lexus isn't sold here at all.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 129%, due to the BAM brands increasing 159%. The 'Others' took 30% in 2010 but lost ground since. The BAM marques took 79% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	63,765	54,841	48,290	45,041	39,785	33,318	27,799
BMW Group	20,639	17,475	14,902	13,992	11,827	9,637	7,825
BMW	14,611	12,170	10,502	9,635	8,006	6,634	5,732
Mini	6,028	5,305	4,400	4,357	3,821	3,003	2,093
Audi	15,330	14,147	12,939	11,712	9,482	8,058	5,490
Mercedes	14,509	10,795	9,174	8,871	8,966	7,823	6,205
Others	13,287	12,424	11,275	10,466	9,510	7,800	8,279

Summary: The BAM trio are clearly preferred to all others and that should continue. Audi went past Mercedes and BMW in 2011 but the BMW Group seems beyond their range. The three in biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Data source: AMIA.
Text source: RayCee.