Tuesday, 18 April 2017

NZ 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 New Zealand? From 2010 to 2016, sales were up 165%. Now individually: JLR +254% (LR +225% Jag +392%) Lexus +79% Volvo +314% Porsche +251% Alfa Romeo -10%. Tesla and Cadillac weren't there for every year.

Year2016201520142013201220112010
Total3,4492,9242,5051,8221,6721,4741,301
JLR1,5311,2081,007653578469432
Land Rover1,1571,033885523458424356
Jaguar3741751221301204576
Lexus720641557551492508403
Volvo608505421234244183147
Porsche460444289189165151131
Alfa Romeo106105231195192163118
Tesla2421--1--
Cadillac------70

Summary: Porsche, Volvo, Land Rover and Jaguar grew the most. Lexus cruised along, slowly growing but Alfa Romeo managed a drop. Infiniti and Acura are not sold here at all.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 110%, while to the BAM brands increased 90%. The big winner with that three makes is Mercedes with +201% improvement. The 'Others' took 27% in 2010, 24% in 2013 before coming back to 34% in 2016. The BAM marques took 66% of all premium sales in 2016.

Year2016201520142013201220112010
Total10,2259,3549,0947,5256,3605,3964,864
Others3,4492,9242,5051,8221,6721,4741,301
Mercedes2,4822,0951,8131,4821,094981824
BMW Group2,4642,5692,7012,4002,0541,6101,458
BMW1,8641,9542,1321,9101,6461,2171,135
Mini600615569490408393323
Audi1,8301,7662,0751,8211,5401,3311,281

Summary: The BAM trio are the most popular but increasingly are not having it all their own way.  Mercedes has gone from third to outright leader, while the BMW brand has overcome Audi. The three biggest in 2016 were 1) Mercedes, 2) BMW & Mini, 3) Audi.

Data source: MIA. Text source: RayCee.

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