Monday, 17 April 2017

France 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 France? From 2010 to 2016, sales were up 51%. Now individually: JLR +175% (LR +161% Jag +232%) Lexus +166% Porsche 160% Volvo +31%. Infiniti and Tesla have really taken off from obscurity while Alfa Romeo has dropped -44%.

Year2016201520142013201220112010
Total52,79644,69737,56434,43740,38344,69334,948
Volvo15,74014,01612,60211,19613,55515,42512,032
JLR14,90212,9679,3049,11110,1456,8075,411
Land Rover11,16411,4378,5898,2329,2485,8064,285
Jaguar3,7381,5307158798971,0011,126
Alfa Romeo7,3626,3877,6718,12010,44016,40113,203
Porsche5,3964,9433,4492,8133,3362,7342,073
Lexus5,1004,4573,4862,9602,4562,8721,921
Infiniti3,3521,219724200441445297
Tesla9447083283710911

Summary:
 Land Rover, Jaguar, Lexus and Porsche have all gone well. Alfa Romeo has done well to hold on to third spot from its top ranking in 2010.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 30%, due to the BAM brands increasing 27%. The 'Others' took just 16% in 2010 but have tussled to get it to 18% by 2016. The BAM marques took a whopping 82% of all premium sales in 2016.

Year2016201520142013201220112010
Total286,311254,938228,166225,764238,434236,527219,401
BMW Group86,02976,69766,47566,41569,66068,21165,631
BMW60,69054,00448,02647,06148,13646,49447,624
Mini25,33922,69318,44919,35421,52421,71718,007
Mercedes81,82774,02066,85864,99065,84463,61864,663
Audi65,65959,52457,26959,92262,54760,00554,159
Others52,79644,69737,56434,43740,38344,69334,948

Summary: The BAM trio are clearly preferred to all others. Mercedes briefly took the lead in 2014 but the BMW group came back strongly. In reality, BMW is third but a strong following of Le MINI keeps it ahead. The three biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Data source: CCFA.
Text source: RayCee.

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