Tuesday, 18 April 2017

Canada 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 Canada? From 2010 to 2016, sales were up 52%. Now individually: Lexus +58% Acura +17% JLR +269% (LR 259% Jag 302%) Cadillac +64%  Infiniti +47% Lincoln -4%  Porsche 247% Volvo -7%. Tesla and Alfa Romeo are new.

Year2016201520142013201220112010
Total103,06896,52682,66474,71366,62064,34467,738
Lexus22,50922,02517,56515,94915,10113,36414,249
Acura20,22721,00319,53319,00517,15415,27217,340
JLR12,1749,0167,7436,3994,9124,0043,302
Land Rover9,1407,7206,2835,1364,2683,2282,547
Jaguar3,0341,2961,4601,263644776755
Cadillac12,16212,24910,5389,6086,6447,5777,398
Infiniti12,09411,32110,2918,9477,9936,9368,233
Lincoln8,3207,9396,8195,8146,1408,1628,630
Porsche7,0616,4134,9333,6803,0032,2142,036
Volvo6,1034,7884,4664,6735,5786,8156,550
Tesla2,3501,65077463895--
Alfa Romeo681222----

Summary:
 JLR brands and Porsche grew the most but from a small sales base in 2010. Lincoln and Volvo actually decreased.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 57%, due to the BAM brands increasing 61%. The 'Others' took 47% in 2010, 42% in 2012 but have come back to nearly 46% in 2016.

Year2016201520142013201220112010
Total224,678209,142183,371167,723157,443147,155143,403
Others103,06896,52682,66474,71366,62064,34467,738
Mercedes46,44543,81038,00534,78133,11631,01629,629
BMW Group44,62142,05238,18837,72337,70734,92831,703
BMW38,01235,00232,80531,71031,40229,77327,202
Mini6,6097,0505,3836,0136,3055,1554,501
Audi30,54426,75424,51420,50620,00016,86714,333

Summary: The BAM trio were taking more and more of the premium pie but recently the others have come back a little. I pick this trend will continue, albeit slowly. Mercedes passed the BMW Group in 2015 while Audi is still some way back despite closing the gap. The three in biggest in 2016 are 1) Mercedes, 2) BMW & Mini 3) Audi.

Text source: RayCee.

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