Friday, 21 April 2017

Porsche / Bentley Brand Regional Sales : 2013-15

The two main premium marques within the VW Group come under the spotlight. Both are profitable, and both have grown of late.  Lamborghini is the third but it is included under Audi I believe.


Porsche: As a sports car manufacturer, 50,000 sales was about as good as it got. It needed a broader product range to spread risk and make profitability more consistent. Along came two SUV models and a car. Now deliveries are over 200,000 units. I see 2016 as a leveling off period, after regular increases.

Quite an even spread of sales with the exception of South America but that is to be expected. Asia / Pacific may eclipse Europe / Other in 2016 for deliveries made.


Porsche

Region2015Share+/-
2014Share+/-
2013Share

Europe/Other84,15037.4%19%
70,87037.3%13%
62,85638.8%

Asia / Pacific78,75035.0%24%
63,27033.3%28%
49,57230.6%

North Amer59,40026.4%12%
53,01027.9%14%
46,65628.8%

South Amer2,7001.2%-5%
2,8501.5%-2%
2,9161.8%

Total225,000
18%
190,000
17%
162,000


Bentley: It was a niche car maker as recently as 2003 but it all changed with the Continental GT. Deliveries have settled around 10-11,000 with no chance to move on from there. Enter the Bentayga SUV. That will be a game changer.

Europe / Other managed to grow while Asia / Pacific was well down (read China).



Bentley

Region2015Share+/-
2014Share+/-
2013Share

Europe/Other4,38343.4%6%
4,14437.6%3%
4,01839.7%

North Amer2,85828.3%-10%
3,17428.8%2%
3,11730.8%

Asia / Pacific2,84828.2%-23%
3,69233.5%25%
2,96529.3%

South Amer100.1%-8%
110.1%-46%
200.2%

Total10,100
-8%
11,020
9%
10,120

Summary: Both have been a success for the VW Group. Profit is something both generate and VW sure needs that. There are no shortage of people with the means and desire for nice cars.

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