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.