Norway 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 Norway? From 2010 to 2016, other premium sales were up 29%. Now individually: Lexus +550% JLR +393% (LR +327% Jag +509%) Porsche 164% Volvo -16% Alfa Romeo -89% Cadillac -67%. Tesla is too high to mean anything.

Year	2016	2015	2014	2013	2012	2011	2010
Total	14,685	16,236	17,289	15,466	13,422	13,424	11,382
Volvo	8,777	9,978	11,325	11,863	11,550	11,995	10,458
Tesla	3,481	4,039	4,042	1,986	32	28	14
Lexus	1,163	1,070	792	525	493	477	179
JLR	803	717	627	625	731	261	163
Land Rover	444	602	578	562	684	215	104
Jaguar	359	115	49	63	47	46	59
Porsche	417	385	417	310	328	159	158
Alfa Romeo	43	46	84	155	283	504	407
Cadillac	1	1	2	2	5	-	3

Summary: Tesla, Lexus, Land Rover and Jaguar grew the most. Volvo has slipped over the period from a very high position. They and Alfa Romeo will be hoping to make a comeback soon.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to +55%, due to the BAM brands increasing 72%. Volvo was easily the biggest premium brand in 2010 but were overtaken by BMW/Mini in 2015 and Mercedes in 2016. The 'Others' took 40% in 2010 but fell sharply in 2016. The BAM marques took 67% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	44,327	41,012	41,511	36,927	35,540	32,420	28,653
Others	14,685	16,236	17,289	15,466	13,422	13,424	11,382
BMW Group	12,956	10,408	10,542	7,859	8,181	7,101	6,055
BMW	12,098	9,567	9,602	6,876	7,325	6,288	5,657
Mini	858	841	940	983	856	813	398
Mercedes	9,033	7,678	6,603	6,091	5,616	4,544	4,562
Audi	7,653	6,690	7,077	7,511	8,321	7,351	6,654

Summary: The BAM trio have been taking sales away from Volvo, it's as simple as that. Audi has been passed by the other two BAM brands. The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Volvo.

Data source: Ofvas.
Text source: RayCee.