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.
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.
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.
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.
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