31 January 2018

Global Premium Brand Sales : 2017

Total sales for the brands collected here is 9.9 million, up from just under 9.4 million. That's a 6% increase. With more companies taking this sector seriously, the competition is hotting up. I get the feeling the premium market is reaching a peak for the time being at least. If I am correct in that, interesting times are ahead.

Here is a collection of the premium brands sales for 2017, compared to the previous year. Mercedes Benz is the biggest marque but add MINI to BMW and it is still ahead. BMW/MINI did lose a small amount of share, but not as much as Audi, which lost a whole percentage point. They may be concentrating more on profit than volume.

After them comes Lexus, the only one to actually go backwards. I'm sure that's just a temporary situation though. JLR slowed up from its recent frenetic pace, which was expected. Cadillac and Lincoln have had some real sales growth recently despite the fact that neither is a truly global brands.

The Q30 has helped Infiniti shift volume upward.
It seems better than its Mercedes equivalent. 

So looking at the left side of the chart going back to 2013, changes are not that frequent. Mercedes passed Audi in 2013, JLR swapped places with Volvo (2015), Acura overtaken by Porsche and Infiniti (2014) and then Infiniti with Porsche this year.

13 14 15 16 17 Make 2017 % +/-
2016 % +/-
1 1 1 1 1 BMW Gr 2,441,397 24.6% 3%
2,363,592 25.2% 5%

BMW 2,077,316 20.9% 4%
2,003,359 21.3% 5%
MINI 364,081 3.7% 1%
360,233 3.8% 6%
3 2 2 2 2 Mercedes 2,289,344 23.1% 10%
2,083,888 22.2% 11%
2 3 3 3 3 Audi 1,878,100 18.9% 0%
1,871,350 19.9% 4%
4 4 4 4 4 Lexus 649,797 6.5% -4%
677,615 7.2% 4%
6 6 5 5 5 JLR 621,109 6.3% 6%
583,303 6.2% 20%

Land Rover 442,508 4.5% 2%
434,582 4.6% 8%
Jaguar 178,601 1.8% 20%
148,721 1.6% 77%
5 5 6 6 6 Volvo 571,577 5.8% 7%
534,332 5.7% 6%
7 7 7 7 7 Cadillac 356,467 3.6% 15%
308,718 3.3% 11%
10 9 9 9 8 Infiniti 246,492 2.5% 7%
230,000 2.5% 7%
9 8 8 8 9 Porsche 246,375 2.5% 4%
237,778 2.5% 6%
8 10 10 10 10 Acura 195,000 2.0% 1%
194,000 2.1% -6%
11 11 11 11 11 Lincoln 188,383 1.9% 22%
155,000 1.7% 26%
12 13 13 13 12 Alfa Romeo 145,000 1.5% 102%
71,700 0.8% 18%
13 12 12 12 13 Tesla 101,312 1.0% 33%
76,230 0.8% 51%

Total 9,930,353
6%
9,387,506
8%

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