Portugal 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 Portugal? From 2010 to 2016, these premium sales shown in the chart below were down 13%! That's very unusual. Now individually: JLR +237% (LR +350% Jag +145%) Lexus +30% Volvo +27% Alfa Romeo -69% and Porsche -72%%.

Year	2016	2015	2014	2013	2012	2011	2010
Total	5,582	4,633	4,110	3,199	3,296	5,345	6,473
Volvo	4,363	3,573	2,677	1,991	1,977	2,869	3,443
JLR	1,581	1,085	754	672	572	404	469
Land Rover	949	775	586	497	461	272	211
Jaguar	632	310	168	175	111	132	258
Alfa Romeo	715	607	743	779	933	1,851	2,275
Lexus	372	338	295	156	88	273	286
Porsche	132	115	395	273	298	352	469

Summary: Land Rover and Jaguar grew the most but from a small sales base in 2010. It's really surprising how poorly these other brands have done collectively.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 31%, due to the BAM brands increasing 41%. The 'Others' took just 17% in 2010 and in 2016 a paltry 11%. The BAM marques took 89% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	48,819	44,028	35,630	25,998	22,966	29,408	37,166
Mercedes	16,872	14,951	11,385	7,955	6,306	8,438	10,945
BMW Group	16,862	14,991	12,181	8,869	7,422	9,003	11,345
BMW	14,261	12,889	10,617	7,629	6,368	7,363	9,714
Mini	2,601	2,102	1,564	1,240	1,054	1,640	1,631
Audi	9,503	9,453	7,954	5,975	5,942	6,622	8,403
Others	5,582	4,633	4,110	3,199	3,296	5,345	6,473

Summary: The BAM trio are miles ahead and pulling away. In turn, Mercedes and BMW group have been growing faster than Audi. The three biggest in 2016 were 1) Mercedes, 2) BMW & Mini, 3) Audi.

Text source: RayCee.