02 December 2019

Iceland Premium Brand Comparison : 2017-19 (2019 Jan -Nov)


Iceland isn't big on premium cars, none of which make the top ten ranking here. Sales were flat in 2017 and with one month to go in 2019 are down a third. This is in harmony with the market as a whole. What is noticeable is that while the German big three were at the forefront of the premium segment, lately that has changed. In a world that is obsessed with that trio, it's refreshing to see that Icelandic folk are more savvy.

Volvo and JLR are someway ahead, with Mercedes recently slipping back and now third. The BMW Group and Audi swap places while the rest are someway behind. With one month to go in 2019, the list shouldn't change much by year's end but I will update it anyway. In the % column, the total row the number is increase or decrease but for all the marques it represents market share.

Years Brands 2019 % 2018 % 2017 %
17 18 19 Total 1,362 -33.0 2,034 -1.1 2,057 27.1
3 1 1 Volvo 386 28.3 598 29.4 358 17.4
2 2 2 JLR 325 23.9 376 18.5 421 20.5

Land Rover 242 17.8 332 16.3 366 17.8
Jaguar 83 6.1 44 2.2 55 2.7
1 3 3 Mercedes 184 13.5 354 17.4 520 25.3
4 5 4 BMW Group 183 13.4 268 13.2 313 15.2

BMW 156 11.5 218 10.7 300 14.6
Mini 27 2.0 50 2.5 13 0.6
5 4 5 Audi 156 11.5 303 14.9 253 12.3
7 6 6 Lexus 59 4.3 76 3.7 78 3.8
8 8 7 Tesla 44 3.2 3 0.1 9 0.4
6 7 8 Porsche 22 1.6 53 2.6 102 5.0
9 8 9 Alfa Romeo 3 0.2 3 0.1 3 0.1

Data source: Samgongustofa.

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