20 February 2017

Portugal 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 Portugal? From 2010 to 2016, these premium sales shown in the chart below were down 13%! That's very unusual. Now individually: JLR +237% (LR +350% Jag +145%) Lexus +30% Volvo +27% Alfa Romeo -69% and Porsche -72%%.

Year 2016 2015 2014 2013 2012 2011 2010
Total 5,582 4,633 4,110 3,199 3,296 5,345 6,473
Volvo 4,363 3,573 2,677 1,991 1,977 2,869 3,443
JLR 1,581 1,085 754 672 572 404 469
Land Rover 949 775 586 497 461 272 211
Jaguar 632 310 168 175 111 132 258
Alfa Romeo 715 607 743 779 933 1,851 2,275
Lexus 372 338 295 156 88 273 286
Porsche 132 115 395 273 298 352 469

Summary: Land Rover and Jaguar grew the most but from a small sales base in 2010. It's really surprising how poorly these other brands have done collectively.

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

Now adding the other brands to the BAM marques, how do things stack up? Total sales growth goes to 31%, due to the BAM brands increasing 41%. The 'Others' took just 17% in 2010 and in 2016 a paltry 11%. The BAM marques took 89% of all premium sales in 2016.

Year 2016 2015 2014 2013 2012 2011 2010
Total 48,819 44,028 35,630 25,998 22,966 29,408 37,166
Mercedes 16,872 14,951 11,385 7,955 6,306 8,438 10,945
BMW Group 16,862 14,991 12,181 8,869 7,422 9,003 11,345
BMW 14,261 12,889 10,617 7,629 6,368 7,363 9,714
Mini 2,601 2,102 1,564 1,240 1,054 1,640 1,631
Audi 9,503 9,453 7,954 5,975 5,942 6,622 8,403
Others 5,582 4,633 4,110 3,199 3,296 5,345 6,473

Summary: The BAM trio are miles ahead and pulling away. In turn, Mercedes and BMW group have been growing faster than Audi. The three biggest in 2016 were 1) Mercedes, 2) BMW & Mini, 3) Audi.

Text source: RayCee.

No comments: