Tuesday, 18 April 2017

Brazil 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 Brazil? From 2010 to 2016, sales were up 45%. Now individually: JLR +41% (LR +28% Jag +696%) Volvo +59 % Porsche -3%. Lexus is new and Alfa Romeo miniscule.

Year2016201520142013201220112010
Total12,39714,27213,83715,03511,80814,8348,540
JLR7,4939,3279,76610,9348,2178,2955,312
Land Rover6,6978,8149,38510,6418,1658,1855,212
Jaguar79651338129352110100
Volvo3,4543,8113,1172,9272,9865,2102,179
Porsche9977327581,0395681,3291,032
Lexus45340219613432-9
Alfa Romeo--
15-8

Summary: JLR brands are the main brands here and have 60% of all the sales. Many premium brands aren't here at all while Porsche managed a decrease.

                                                 *******************

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 67%, due to the BAM brands increasing 76%. The 'Others' took 29% in 2010, 35% in 2012 but have come back to nearly 26% in 2016.

Year2016201520142013201220112010
Total48,57867,19055,48346,97233,66745,55829,100
BMW Group13,29617,85017,24615,82810,67614,99510,152
BMW11,86015,85614,82613,8878,71712,0748,517
Mini1,4361,9942,4201,9411,9592,9211,635
Others12,39714,27213,83715,03511,80814,8348,540
Audi11,60017,54112,4866,6944,9635,4613,265
Mercedes11,28517,52711,9149,4156,22010,2687,143

Summary: The BAM trio now have 74% of premium sales, partly due to little competition apart from JLR. It's hard to pick what will happen in future, with sales falling. Which vehicles are and will be locally assembled will make a difference. Audi has made up a lot of ground to pass Mercedes but lost ground to the BMW Group in 2016. The three biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes. 

Text source: RayCee.

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