Monday, 17 April 2017

Netherlands 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 the Netherlands? From 2010 to 2016, sales were up 20% but it would have been higher but for a crash in Volvo sales. Now individually: Tesla grew from tiny to sizable, Infiniti +287% JLR +153% (LR +138% Jag +178%) Porsche +88% Volvo +7% Porsche 240%. Alfa Romeo fell 64% and Cadillac had little impact while it was theer.

Year2016201520142013201220112010
Total22,63134,64029,74831,60027,17727,02818,809
Volvo14,47025,13021,97124,44016,92416,53813,537
JLR2,8082,4651,8271,6891,6831,2681,109
Land Rover1,6231,5571,4431,2871,342928682
Jaguar1,185908384402341340427
Tesla2,1201,8051,4571,195264327
Porsche1,1622,1611,025849944730617
Alfa Romeo9981,0551,5891,8173,6535,5662,738
Lexus8721,9441,8491,5883,9202,826705
Infiniti201803014124252
Cadillac---8151524

Summary: Infiniti, Land Rover and Jaguar grew the most with variances in electric vehicle sales possibly accounting for Volvo's fluctuation. It is still the main selling brand in this comparison.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 22%, with the BAM brands increasing a similar 23%. The 'Others' took 30% in 2010 and the same in 2016. In between they peaked at 39% in 2014. The BAM marques took 71% of all premium sales in 2016.

Year2016201520142013201220112010
Total77,28591,82676,32682,58482,12276,87763,139
BMW Group24,53324,58619,15522,42922,67319,98916,805
BMW18,75619,70615,47719,00418,63216,01613,794
Mini5777488036783425404139733011
Others22,63134,64029,74831,60027,17727,02818,809
Mercedes15,40915,37011,84910,83411,26911,30511,436
Audi14,71217,23015,57417,72121,00318,55516,089

Summary: The BAM trio are the top three, with Volvo falling from the #1 spot to just out of the top three in one year. Audi went from top to third in this period. The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Audi.

Data source: Rai Vereeniging. Text source: RayCee.

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