UK 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 the UK? From 2010 to 2016, sales were up 76%. Now individually: Lexus +124% JLR +113% (LR +113% Jag +112%) Porsche 93% Volvo +24% Alfa Romeo -45% . Infiniti has grown massively from limited sales in 2010, Tesla are estimates and Cadillac has petered out.

Year	2016	2015	2014	2013	2012	2011	2010
Total	198,836	167,096	143,330	126,926	118,715	110,684	113,220
JLR	114,356	90,528	74,601	70,909	62,735	51,424	53,691
Land Rover	79,534	66,574	56,200	54,699	48,626	37,637	37,272
Jaguar	34,822	23,954	18,401	16,210	14,109	13,787	16,419
Volvo	46,696	43,432	41,066	32,666	31,790	32,657	37,435
Lexus	13,915	13,269	11,572	9,014	8,404	8,269	6,202
Porsche	13,097	12,167	9,160	8,260	7,998	6,382	6,784
Alfa Romeo	4,881	5,069	5,523	5,687	7,253	11,563	8,834
Tesla	3,000	1,430	659	-	-	-	-
Infiniti	2,891	1,195	746	386	530	382	232
Cadillac	-	6	3	4	5	7	42

Summary: Lexus, Land Rover and Jaguar grew the most. I cannot say I understand Tesla's reluctance to release sales data but maybe it's concerned how it may be interpreted.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 81%, due to the BAM brands increasing 82% so nothing in the difference. Mercedes has grown the most but still trails the other two. The 'Others' took 26% in 2010 and 25% in 2016. The BAM marques took 75% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	797,545	710,371	629,275	565,938	513,046	473,134	441,337
BMW Group	251,577	231,312	202,539	187,516	178,854	166,780	153,312
BMW	182,593	167,731	148,878	135,583	127,530	116,642	109,418
Mini	68,984	63,581	53,661	51,933	51,324	50,138	43,894
Others	198,836	167,096	143,330	126,926	118,715	110,684	113,220
Audi	177,304	166,709	158,987	142,040	123,622	113,797	99,828
Mercedes	169,828	145,254	124,419	109,456	91,855	81,873	74,977

Summary: The BAM trio lead again. Unlike Sweden where local marque Volvo totally dominates, JLR cannot even get close to any of the BAM brands, such is the public's fixation with anything German. The three biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Data source: SMMT.
Text source: RayCee.