Monday, 17 April 2017

Sweden 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 Sweden? From 2010 to 2016, other premium sales were up 38%. Now individually: Porsche +180%, JLR +139% (LR +130% Jag 156%) Lexus +100% Volvo +33% Alfa Romeo -1% and Cadillac on the periphery.

Year2016201520142013201220112010
Total77,06576,37965,04656,47755,26261,75656,043
Volvo71,23871,22161,49653,93952,80058,86253,718
Lexus1,6441,5321,025717720993821
JLR1,4591,2191,2561,031938856610
Land Rover9079851,079832822639394
Jaguar552234177199116217216
Porsche1,3351,215819554522490477
Tesla1,125996266----
Alfa Romeo208125175230271542210
Cadillac5671961113207

Summary: Porsche, Jaguar, Land Rover and Lexus but only Volvo has any real volume of the brands involved in this section.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 45%, due to the BAM brands increasing 56%. The 'Others' took 57.5% in 2010 and 54% in 2016. The BAM marques took 46% of all premium sales in 2016.

Year2016201520142013201220112010
Total141,624133,342114,965100,481101,332109,94097,397
Others77,06576,37965,04656,47755,26261,75656,043
BMW Group24,91422,47919,77117,55217,58017,45114,709
BMW22,14619,68418,12516,19216,08816,03613,959
Mini2,7682,7951,6461,3601,4921,415750
Audi22,66220,46318,61317,23817,08218,87216,170
Mercedes16,98314,02111,5359,21411,40811,86110,475

Summary: The BAM trio have to play second fiddle to Volvo in Sweden. In fact, Volvo outsells all other premium brands combined! The BMW Group has overtaken Audi to lead the BAM Marquez. The three biggest in 2016 were 1) Volvo, 2) BMW & Mini, 3) Audi.

Data source: Bilsweden.
Text source: RayCee.

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