18 February 2017

France 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 France? From 2010 to 2016, sales were up 51%. Now individually: JLR +175% (LR +161% Jag +232%) Lexus +166% Porsche 160% Volvo +31%. Infiniti and Tesla have really taken off from obscurity while Alfa Romeo has dropped -44%.

Year 2016 2015 2014 2013 2012 2011 2010
Total 52,796 44,697 37,564 34,437 40,383 44,693 34,948
Volvo 15,740 14,016 12,602 11,196 13,555 15,425 12,032
JLR 14,902 12,967 9,304 9,111 10,145 6,807 5,411
Land Rover 11,164 11,437 8,589 8,232 9,248 5,806 4,285
Jaguar 3,738 1,530 715 879 897 1,001 1,126
Alfa Romeo 7,362 6,387 7,671 8,120 10,440 16,401 13,203
Porsche 5,396 4,943 3,449 2,813 3,336 2,734 2,073
Lexus 5,100 4,457 3,486 2,960 2,456 2,872 1,921
Infiniti 3,352 1,219 724 200 441 445 297
Tesla 944 708 328 37 10 9 11

Summary:
 Land Rover, Jaguar, Lexus and Porsche have all gone well. Alfa Romeo has done well to hold on to third spot from its top ranking in 2010.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 30%, due to the BAM brands increasing 27%. The 'Others' took just 16% in 2010 but have tussled to get it to 18% by 2016. The BAM marques took a whopping 82% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 286,311 254,938 228,166 225,764 238,434 236,527 219,401
BMW Group 86,029 76,697 66,475 66,415 69,660 68,211 65,631
BMW 60,690 54,004 48,026 47,061 48,136 46,494 47,624
Mini 25,339 22,693 18,449 19,354 21,524 21,717 18,007
Mercedes 81,827 74,020 66,858 64,990 65,844 63,618 64,663
Audi 65,659 59,524 57,269 59,922 62,547 60,005 54,159
Others 52,796 44,697 37,564 34,437 40,383 44,693 34,948

Summary: The BAM trio are clearly preferred to all others. Mercedes briefly took the lead in 2014 but the BMW group came back strongly. In reality, BMW is third but a strong following of Le MINI keeps it ahead. The three biggest in 2016 were 1) BMW & Mini, 2) Audi 3) Mercedes.

Data source: CCFA.
Text source: RayCee.

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