Monday, 17 April 2017

Switzerland 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 Switzerland? From 2010 to 2016, other premium sales were up 37%. Now individually: Infiniti +292%, JLR +173% (LR +165% Jag +193%) Porsche +130% Cadillac +18% Volvo +2% Lexus -4% and Alfa Romeo -61%.

Year2016201520142013201220112010
Total22,02020,45317,87017,64618,82218,40616,109
Volvo7,1307,2516,8677,7108,0598,4786,973
JLR5,7324,7884,1124,3444,3002,2642,100
Land Rover3,9413,8083,4903,4543,7891,8031,488
Jaguar1,791980622890511461612
Porsche4,2404,3053,1652,5182,3102,1781,843
Tesla1,7011,556496216255144
Alfa Romeo1,5091,2492,1041,9892,8184,1063,901
Lexus8619438536581,0221,002898
Infiniti61922711883153173158
Cadillac228134155128135154192

Summary: Infiniti Land Rover and Jaguar grew the most. Volvo remained about equal and Alfa Romeo can hope for better days in the future.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 47%, due to the BAM brands increasing 50%. The 'Others' took 25% in 2010 and 23% in 2016. The BAM marques took 77% of all premium sales in 2016.

Year2016201520142013201220112010
Total95,49194,52682,81080,72781,10473,09065,087
BMW Group30,04728,96425,60725,09023,56122,14519,870
BMW24,78024,10321,14420,36418,96817,56416,079
Mini5,2674,8614,4634,7264,5934,5813,791
Mercedes23,84222,88418,38416,73716,63814,03712,198
Others22,02020,45317,87017,64618,82218,40616,109
Audi19,58222,22520,94921,25422,08318,50216,910

Summary: The BAM trio are getting their Germanic support as expected. Mercedes has passed Audi in this time period. The three biggest in 2016 were 1) BMW & Mini, 2)  Mercedes 3) Audi.

Data source: Auto Schweiz
Text source: RayCee.

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