RSA 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 the Republic of South Africa? From 2010 to 2016, premium sales were down 6%. That shows the issues facing the economy there. Now individually: Porsche +103%  JLR +3% (LR -6% Jag +72%). That's the increase dealt with. Lexus -26%  Volvo -33% Alfa Romeo -65%. Infiniti is new and while it started OK, sales crumbled in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	9,752	12,062	12,808	14,950	14,458	12,020	10,383
JLR	5,071	6,169	6,781	8,010	7,596	5,653	4,917
Land Rover	4,099	5,411	5,827	6,921	6,687	5,133	4,351
Jaguar	972	758	954	1,089	909	520	566
Volvo	2,040	2,712	2,867	2,875	2,984	3,241	3,048
Porsche	1,409	1,469	1,146	2,438	1,436	1,131	693
Lexus	1,031	1,027	1,344	986	1,371	1,178	1,393
Alfa Romeo	117	157	299	447	944	817	332
Infiniti	84	528	371	194	127	-	-

Summary: Porsche and Jaguar grew but for the rest a sad picture.

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Now adding the other brands to the BAM marques, how do things stack up? Total sales decrease becomes -3%, due to the BAM brands falling 2%. The 'Others' took just 15% in 2010 and ended up about 14.5% in 2016. The BAM marques took 86% of all premium sales in 2016.

Year	2016	2015	2014	2013	2012	2011	2010
Total	67,310	75,972	86,856	85,504	81,177	76,916	69,107
Mercedes	23,373	25,302	29,009	23,517	22,438	24,296	22,953
BMW Group	22,585	23,658	26,664	27,671	27,538	26,069	24,405
BMW	20,355	21,580	24,521	24,793	24,744	23,560	22,622
Mini	2,230	2,078	2,143	2,878	2,794	2,509	1,783
Audi	11,600	14,950	18,375	19,366	16,743	14,531	11,366
Others	9,752	12,062	12,808	14,950	14,458	12,020	10,383

Summary: The BAM trio are clearly preferred to all others but for all brands a poor picture. None of the BAM makes did well. It's true that the total market fared worse but all in all a depressed car market. The three biggest in 2016 were 1) Mercedes, 2) BMW & Mini, 3) Audi 3.

Data source: Naamsa.
Text source: RayCee.