Monday, 17 April 2017

RSA 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 Republic of South Africa? From 2010 to 2016, premium sales were down 6%. That shows the issues facing the economy there. Now individually: Porsche +103%  JLR +3% (LR -6% Jag +72%). That's the increase dealt with. Lexus -26%  Volvo -33% Alfa Romeo -65%. Infiniti is new and while it started OK, sales crumbled in 2016.

Year2016201520142013201220112010
Total9,75212,06212,80814,95014,45812,02010,383
JLR5,0716,1696,7818,0107,5965,6534,917
Land Rover4,0995,4115,8276,9216,6875,1334,351
Jaguar9727589541,089909520566
Volvo2,0402,7122,8672,8752,9843,2413,048
Porsche1,4091,4691,1462,4381,4361,131693
Lexus1,0311,0271,3449861,3711,1781,393
Alfa Romeo117157299447944817332
Infiniti84528371194127--

Summary: Porsche and Jaguar grew but for the rest a sad picture.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales decrease becomes -3%, due to the BAM brands falling 2%. The 'Others' took just 15% in 2010 and ended up about 14.5% in 2016. The BAM marques took 86% of all premium sales in 2016.

Year2016201520142013201220112010
Total67,31075,97286,85685,50481,17776,91669,107
Mercedes23,37325,30229,00923,51722,43824,29622,953
BMW Group22,58523,65826,66427,67127,53826,06924,405
BMW20,35521,58024,52124,79324,74423,56022,622
Mini2,2302,0782,1432,8782,7942,5091,783
Audi11,60014,95018,37519,36616,74314,53111,366
Others9,75212,06212,80814,95014,45812,02010,383

Summary: The BAM trio are clearly preferred to all others but for all brands a poor picture. None of the BAM makes did well. It's true that the total market fared worse but all in all a depressed car market. The three biggest in 2016 were 1) Mercedes, 2) BMW & Mini, 3) Audi 3.

Data source: Naamsa.
Text source: RayCee.

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