Sweden 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 Sweden? From 2010 to 2016, other premium sales were up 38%. Now individually: Porsche +180%, JLR +139% (LR +130% Jag 156%) Lexus +100% Volvo +33% Alfa Romeo -1% and Cadillac on the periphery.

Year	2016	2015	2014	2013	2012	2011	2010
Total	77,065	76,379	65,046	56,477	55,262	61,756	56,043
Volvo	71,238	71,221	61,496	53,939	52,800	58,862	53,718
Lexus	1,644	1,532	1,025	717	720	993	821
JLR	1,459	1,219	1,256	1,031	938	856	610
Land Rover	907	985	1,079	832	822	639	394
Jaguar	552	234	177	199	116	217	216
Porsche	1,335	1,215	819	554	522	490	477
Tesla	1,125	996	266	-	-	-	-
Alfa Romeo	208	125	175	230	271	542	210
Cadillac	56	71	9	6	11	13	207

Summary: Porsche, Jaguar, Land Rover and Lexus but only Volvo has any real volume of the brands involved in this section.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 45%, due to the BAM brands increasing 56%. The 'Others' took 57.5% in 2010 and 54% in 2016. The BAM marques took 46% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	141,624	133,342	114,965	100,481	101,332	109,940	97,397
Others	77,065	76,379	65,046	56,477	55,262	61,756	56,043
BMW Group	24,914	22,479	19,771	17,552	17,580	17,451	14,709
BMW	22,146	19,684	18,125	16,192	16,088	16,036	13,959
Mini	2,768	2,795	1,646	1,360	1,492	1,415	750
Audi	22,662	20,463	18,613	17,238	17,082	18,872	16,170
Mercedes	16,983	14,021	11,535	9,214	11,408	11,861	10,475

Summary: The BAM trio have to play second fiddle to Volvo in Sweden. In fact, Volvo outsells all other premium brands combined! The BMW Group has overtaken Audi to lead the BAM Marquez. The three biggest in 2016 were 1) Volvo, 2) BMW & Mini, 3) Audi.

Data source: Bilsweden.
Text source: RayCee.