Monday, 17 April 2017

Japan 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 Japan? From 2010 to 2016, premium sales for these makes were up 68%. Now individually: JLR +224% (LR +335% Jag +153%) Porsche +106% Volvo +87% Lexus +56%  Alfa Romeo -3% Cadillac -7%. Infiniti and Acura are not sold here, which I think is a missed opportunity.

Year2016201520142013201220112010
Total81,98775,79070,50576,90670,16862,44748,794
Lexus52,15048,23144,24646,77243,65742,36533,365
Volvo14,53313,51013,27716,91813,87811,7877,767
Porsche6,8876,6905,3854,8694,6613,6583,335
JLR6,0484,3284,1994,3392,7851,9101,865
Land Rover3,1652,9793,1263,3471,771890727
Jaguar2,8831,3491,0739921,0141,0201,138
Alfa Romeo1,7672,3212,66131484,4521,8631,816
Cadillac602710737860735864646

Summary: Land Rover and Jaguar but neither of those marques are that big even now. Over three times the number of Land Rovers are sold in Korea, that being a much smaller market as well. Lexus has 63% of the sales for those listed here which the least of what you would expect.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 80%, due to the BAM brands increasing 87%. The 'Others' took 35% in 2010 and 32% in 2016. The BAM marques took 68% of all premium sales in 2016.

Year2016201520142013201220112010
Total253,330237,984226,423222,547193,698165,505140,534
Others81,98775,79070,50576,90670,16862,44748,794
BMW Group75,46367,62163,67163,24557,46648,68543,966
BMW50,91346,53846,07346,26341,25434,33532,628
Mini24,55021,08317,59816,98216,21214,35011,338
Mercedes67,37865,15960,83453,72041,90133,20730,920
Audi28,50229,41431,41328,67624,16321,16616,854

Summary: The BAM trio do well here with Mercedes and MINI growing the most in recent years. Audi is a much smaller here than other countries with just 11% of premium sales. MINI almost outsells it! The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Lexus.

Text source: RayCee.

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