Monday, 17 April 2017

Norway 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 Norway? From 2010 to 2016, other premium sales were up 29%. Now individually: Lexus +550% JLR +393% (LR +327% Jag +509%) Porsche 164% Volvo -16% Alfa Romeo -89% Cadillac -67%. Tesla is too high to mean anything.

Year2016201520142013201220112010
Total14,68516,23617,28915,46613,42213,42411,382
Volvo8,7779,97811,32511,86311,55011,99510,458
Tesla3,4814,0394,0421,986322814
Lexus1,1631,070792525493477179
JLR803717627625731261163
Land Rover444602578562684215104
Jaguar3591154963474659
Porsche417385417310328159158
Alfa Romeo434684155283504407
Cadillac11225-3

Summary: Tesla, Lexus, Land Rover and Jaguar grew the most. Volvo has slipped over the period from a very high position. They and Alfa Romeo will be hoping to make a comeback soon.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to +55%, due to the BAM brands increasing 72%. Volvo was easily the biggest premium brand in 2010 but were overtaken by BMW/Mini in 2015 and Mercedes in 2016. The 'Others' took 40% in 2010 but fell sharply in 2016. The BAM marques took 67% of all premium sales in 2016.

Year2016201520142013201220112010
Total44,32741,01241,51136,92735,54032,42028,653
Others14,68516,23617,28915,46613,42213,42411,382
BMW Group12,95610,40810,5427,8598,1817,1016,055
BMW12,0989,5679,6026,8767,3256,2885,657
Mini858841940983856813398
Mercedes9,0337,6786,6036,0915,6164,5444,562
Audi7,6536,6907,0777,5118,3217,3516,654

Summary: The BAM trio have been taking sales away from Volvo, it's as simple as that. Audi has been passed by the other two BAM brands. The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Volvo.

Data source: Ofvas.
Text source: RayCee.

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