Spain 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 Spain? From 2010 to 2016, sales of the other premium marques were up 74%. Now individually: Infiniti +233% Lexus 231% JLR +124% (LR +101% Jag +232%) Porsche 240% Volvo +24% Alfa Romeo -14% Cadillac -94%. Tesla is new any inconsequential for now.

Year	2016	2015	2014	2013	2012	2011	2010
Total	39,658	31,788	25,562	21,345	21,118	24,281	22,790
JLR	13,930	10,970	8,864	8,190	7,245	5,787	6,221
Land Rover	10,272	9,228	7,898	7,301	6,415	4,997	5,118
Jaguar	3,658	1,742	966	889	830	790	1,103
Volvo	13408	10,640	8,139	6,611	6,318	8,593	9,353
Lexus	5,602	4,705	3,325	1,982	2,031	2,587	1,689
Alfa Romeo	3,190	2,851	3,071	3,033	3,799	5,111	3,730
Porsche	2,232	2,111	1,671	1,238	1,414	1,763	1,377
Infiniti	1,236	496	467	282	302	404	371
Tesla	57	11	17	1	-	2	-
Cadillac	3	4	8	8	9	34	49

Summary: Infiniti and Lexus did well as did Jaguar Land Rover as always. Volvo was the biggest but was headed off by JLR in 2012. It nearly came back but Jaguar's recent success saw off that challenge.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 4%, due to the BAM brands increasing 40%. The 'Others' took 17% in 2010 and by 2016 had passed 20%. As for the BAM brands, Mercedes has grown the most since 2010 with Audi third. The BMW brand is actually third but MINI's popularity takes it to the top. The latter took 80% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	194,200	160,592	132,695	115,504	111,506	122,430	133,161
BMW Group	55,713	45,574	38,431	34,390	32,989	36,729	41,112
BMW	44,420	35,982	30,214	26,815	25,703	28,350	32,390
Mini	11,293	9,592	8,217	7,575	7,286	8,379	8,722
Audi	51,681	44,097	37,715	35,565	36,128	38,140	40,868
Mercedes	47,148	39,133	30,987	24,204	21,271	23,280	28,391
Others	39,658	31,788	25,562	21,345	21,118	24,281	22,790

Summary: The BAM trio are clearly preferred to all others and that should continue. The three biggest in 2016 were 1) BMW & Mini, 2) Audi, 3) Mercedes.

Text source: RayCee.