Italy 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 Italy? From 2010 to 2016, sales were up an insignificant 5%. Now individually: Lexus +364% Infiniti +352% JLR +109% (LR +94% Jag +207%) Porsche +32% Volvo +0% Alfa Romeo -30%. Tesla is new and minimal at this stage. Cadillac is likewise tiny and I don't have a 2016 figure.

Year	2016	2015	2014	2013	2012	2011	2010
Total	91,009	75,737	65,090	64,047	76,850	95,111	87,044
Alfa Romeo	36,373	30,593	28,324	31,662	42,221	58,225	51,918
JLR	25,776	19,874	15,949	14,780	14,935	11,912	12,338
Land Rover	20,864	18,224	14,954	13,789	13,733	10,648	10,739
Jaguar	4,912	1,650	995	991	1,202	1,264	1,599
Volvo	17,588	16,474	14,473	13,641	14,912	18,605	17,566
Porsche	5,121	5,007	4,107	2,721	3,371	4,302	3,889
Lexus	4,147	3,289	1,999	1,102	1,147	1,493	894
Infiniti	1,764	358	156	108	241	547	390
Tesla	240	134	55	21	7	4	4
Cadillac		8	27	12	16	23	45

Summary: Lexus and Infiniti grew the most but from a small sales base in 2010. Alfa Romeo had 60% of the sales in 2010 but that had fallen to 40% in 2016.

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Now adding the other brands to the BAM marques, how do things stack up? Total premium sales growth goes to 9%, due to the BAM brands increasing 10%. The 'Others' took 31% in 2010 and achieved 30% in 2016 so little change there. The BAM marques took 70% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	303,634	260,624	228,491	221,274	235,207	285,390	279,848
Others	91,009	75,737	65,090	64,035	76,850	95,111	87,044
BMW Group	84,264	71,773	62,750	59,878	60,312	72,315	71,895
BMW	59,835	49,763	43,601	42,553	42,483	50,713	53,852
Mini	24,429	22,010	19,149	17,325	17,829	21,602	18,043
Mercedes	64,339	58,298	50,681	49,595	46,952	57,350	60,959
Audi	64,022	54,816	49,970	47,766	51,093	60,614	59,950

Summary: The BAM trio are well ahead in Italy. MINI grew 35% in this period to help BMW group extend its lead at the top. The three biggest in 2016 were 1) BMW & Mini, 2) Mercedes 3) Audi.

Text source: RayCee.