Monday, 17 April 2017

Spain 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 Spain? From 2010 to 2016, sales of the other premium marques were up 74%. Now individually: Infiniti +233% Lexus 231% JLR +124% (LR +101% Jag +232%) Porsche 240% Volvo +24% Alfa Romeo -14% Cadillac -94%. Tesla is new any inconsequential for now.

Year2016201520142013201220112010
Total39,65831,78825,56221,34521,11824,28122,790
JLR13,93010,9708,8648,1907,2455,7876,221
Land Rover10,2729,2287,8987,3016,4154,9975,118
Jaguar3,6581,7429668898307901,103
Volvo1340810,6408,1396,6116,3188,5939,353
Lexus5,6024,7053,3251,9822,0312,5871,689
Alfa Romeo3,1902,8513,0713,0333,7995,1113,730
Porsche2,2322,1111,6711,2381,4141,7631,377
Infiniti1,236496467282302404371
Tesla5711171-2-
Cadillac348893449

Summary: Infiniti and Lexus did well as did Jaguar Land Rover as always. Volvo was the biggest but was headed off by JLR in 2012. It nearly came back but Jaguar's recent success saw off that challenge.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 4%, due to the BAM brands increasing 40%. The 'Others' took 17% in 2010 and by 2016 had passed 20%. As for the BAM brands, Mercedes has grown the most since 2010 with Audi third. The BMW brand is actually third but MINI's popularity takes it to the top. The latter took 80% of all premium sales in 2016.

Year2016201520142013201220112010
Total194,200160,592132,695115,504111,506122,430133,161
BMW Group55,71345,57438,43134,39032,98936,72941,112
BMW44,42035,98230,21426,81525,70328,35032,390
Mini11,2939,5928,2177,5757,2868,3798,722
Audi51,68144,09737,71535,56536,12838,14040,868
Mercedes47,14839,13330,98724,20421,27123,28028,391
Others39,65831,78825,56221,34521,11824,28122,790

Summary: The BAM trio are clearly preferred to all others and that should continue. The three biggest in 2016 were 1) BMW & Mini, 2) Audi, 3) Mercedes.

Text source: RayCee.

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