Tuesday, 18 April 2017

Australia 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 Australia? From 2010 to 2016, sales were up a staggering 199%. Now individually: JLR +204% (LR +196 Jag +247%) Lexus +38% Volvo +19% Porsche 250% Alfa Romeo -22%. Infiniti and Tesla are new, while brands such as Cadillac, Lincoln and Acura are not sold here.

Year2016201520142013201220112010
Total40,51233,72328,26023,33019,61615,28213,092
JLR16,60513,11611,2209,3748,6266,4245,456
Land Rover13,59711,82410,0538,2697,8405,7314,590
Jaguar3,0081,2921,1671,105786693866
Lexus9,0278,6917,0006,9206,8396,3476,526
Volvo5,8784,9434,6935,1745,3755,2724,945
Porsche4,4344,0902,8121,9051,3731,3431,266
Tesla1,3501,25069----
Infiniti80757444130485--
Alfa Romeo7111,5772,4982,3739061,091914

Summary: Porsche and Jaguar/Land Rover grew the most by far, the latter taking 41% of the total. Lexus and Volvo managed modest gains and the 2016 Tesla figure is a guess. Alfa Romeo was the only brand that decreased.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 106%, the BAM brands increasing a much slower 80%. The 'Others' took 20% in 2010 and have gained ground since. The BAM marques took 70% of all premium sales in 2016.

Year2016201520142013201220112010
Total133,197116,92599,90085,50273,13266,46264,716
Others40,51233,72328,26023,33019,61615,28213,092
Mercedes36,63431,75027,12123,10618,17416,87018,464
BMW Group31,79328,36425,29223,05720,80719,79920,260
BMW28,02825,02222,72220,52218,41317,50817,993
Mini3,7653,3422,5702,5352,3942,2912,267
Audi24,25823,08819,22716,00914,53514,51112,900

Summary: The BAM trio are clearly preferred to all others and that should continue. Mercedes went past the BMW Group in this time period covered here. The three in biggest in 2016 were 1) Mercedes, 2)  BMW & Mini, 3) Audi.

Text source: RayCee.

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