Monday, 17 April 2017

Italy 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 Italy? From 2010 to 2016, sales were up an insignificant 5%. Now individually: Lexus +364% Infiniti +352% JLR +109% (LR +94% Jag +207%) Porsche +32% Volvo +0% Alfa Romeo -30%. Tesla is new and minimal at this stage. Cadillac is likewise tiny and I don't have a 2016 figure.

Year2016201520142013201220112010
Total91,00975,73765,09064,04776,85095,11187,044
Alfa Romeo36,37330,59328,32431,66242,22158,22551,918
JLR25,77619,87415,94914,78014,93511,91212,338
Land Rover20,86418,22414,95413,78913,73310,64810,739
Jaguar4,9121,6509959911,2021,2641,599
Volvo17,58816,47414,47313,64114,91218,60517,566
Porsche5,1215,0074,1072,7213,3714,3023,889
Lexus4,1473,2891,9991,1021,1471,493894
Infiniti1,764358156108241547390
Tesla2401345521744
Cadillac
82712162345

Summary: Lexus and Infiniti grew the most but from a small sales base in 2010. Alfa Romeo had 60% of the sales in 2010 but that had fallen to 40% in 2016.

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

Now adding the other brands to the BAM marques, how do things stack up? Total premium sales growth goes to 9%, due to the BAM brands increasing 10%. The 'Others' took 31% in 2010 and achieved 30% in 2016 so little change there. The BAM marques took 70% of all premium sales in 2016.

Year2016201520142013201220112010
Total303,634260,624228,491221,274235,207285,390279,848
Others91,00975,73765,09064,03576,85095,11187,044
BMW Group84,26471,77362,75059,87860,31272,31571,895
BMW59,83549,76343,60142,55342,48350,71353,852
Mini24,42922,01019,14917,32517,82921,60218,043
Mercedes64,33958,29850,68149,59546,95257,35060,959
Audi64,02254,81649,97047,76651,09360,61459,950

Summary: The BAM trio are well ahead in Italy. MINI grew 35% in this period to help BMW group extend its lead at the top. The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Audi.

Text source: RayCee.

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