Monday, 17 April 2017

Portugal 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 Portugal? From 2010 to 2016, these premium sales shown in the chart below were down 13%! That's very unusual. Now individually: JLR +237% (LR +350% Jag +145%) Lexus +30% Volvo +27% Alfa Romeo -69% and Porsche -72%%.

Year2016201520142013201220112010
Total5,5824,6334,1103,1993,2965,3456,473
Volvo4,3633,5732,6771,9911,9772,8693,443
JLR1,5811,085754672572404469
Land Rover949775586497461272211
Jaguar632310168175111132258
Alfa Romeo7156077437799331,8512,275
Lexus37233829515688273286
Porsche132115395273298352469

Summary: Land Rover and Jaguar grew the most but from a small sales base in 2010. It's really surprising how poorly these other brands have done collectively.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 31%, due to the BAM brands increasing 41%. The 'Others' took just 17% in 2010 and in 2016 a paltry 11%. The BAM marques took 89% of all premium sales in 2016.

Year2016201520142013201220112010
Total48,81944,02835,63025,99822,96629,40837,166
Mercedes16,87214,95111,3857,9556,3068,43810,945
BMW Group16,86214,99112,1818,8697,4229,00311,345
BMW14,26112,88910,6177,6296,3687,3639,714
Mini2,6012,1021,5641,2401,0541,6401,631
Audi9,5039,4537,9545,9755,9426,6228,403
Others5,5824,6334,1103,1993,2965,3456,473

Summary: The BAM trio are miles ahead and pulling away. In turn, Mercedes and BMW group have been growing faster than Audi. The three biggest in 2016 were 1) Mercedes, 2) BMW & Mini, 3) Audi.

Text source: RayCee.

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