Monday, 17 April 2017

Korea 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 Korea? From 2010 to 2016, other premium sales were up 220%. Now individually: JLR +762% (LR +1,023% Jag +423%) Porsche 352% Volvo +218% Lexus +175% Cadillac +39% Infiniti +3%.

Year2016201520142013201220112010
Total37,68929,88521,95215,84612,95112,19511,782
JLR14,3999,9756,6645,0043,1132,3991,670
Land Rover10,6017,1714,6753,1031,9161,383944
Jaguar3,7982,8041,9891,9011,1971,016726
Lexus10,5947,9566,4645,4254,9764,1113,857
Volvo5,2064,2382,9761,9601,7681,4801,638
Porsche3,1873,8562,5682,0411,5161,301705
Infiniti3,2012,9742,7771,1161,1032,1523,118
Cadillac1,102886503300475752794

Summary: Land Rover and Jaguar grew the most but virtually all makes did very well. The Land Rover increases are extraordinary in any context, even allowing for their relatively small 2010 starting point. I didn't include the local Genesis brand, which is now Hyundai's premium make. It would have distorted the figures artificially. 23,000 sales arriving in one year!

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 206%, due to the BAM brands increasing 202%. The 'Others' took 21% in 2010, fell away but have come back with 22% in 2016. The BAM marques took 78% of all premium sales in 2016.

Year2016201520142013201220112010
Total167,841164,795131,558100,03782,54569,64954,835
BMW Group57,09155,37846,74639,36734,07927,57519,018
BMW48,45947,87740,17433,06628,15223,29316,798
Mini8,6327,5016,5726,3015,9274,2822,220
Mercedes56,34346,99435,21324,78020,38919,53416,115
Others37,68929,88521,95215,84612,95112,19511,782
Audi16,71832,53827,64720,04415,12610,3457,920

Summary: The BAM trio are the favourite marques but it is all rather even at the moment. Audi took a hit with the VW scandal. It is still one of the three best selling but JLR has closed in on that spot. BMW Group is just holding off Mercedes for the top spot. The three biggest in 2016 were 1)  BMW & Mini, 2) Mercedes, 3) Audi. (Had Genesis been included, it would have been third).

Text source: RayCee.

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