Comparison of Premium brands across the globe
- The market for premium vehicles increased by 10% in the first half of 2015 (compared to the first half of 2014), reaching 4.3 million units against 3.9 million units last year. Three brands represent two thirds of the market for premium vehicles: BMW, Audi and Mercedes. The last third is represented by many smaller volume brands such as Volvo, Land Rover, Lexus, Infinity, Acura, Jaguar, Porsche, Alfa, Lancia, DS…
- How do the first 3 premium brands rank? In the first haft of 2015, BMW is the leading premium brand globally with 954 000 units (+8.3% compared to last year) ahead of Mercedes (899 000 units, +22.6%) and Audi (893 000 units, -1.6%). Mercedes has hence overtaken Audi in the last couple of months, after being in third position for many years. The success of the Active and the Grand Tourer enabled BMW to stay the leader of this segment.
- Mercedes is the only carmaker of the three premium manufacturers to increase its production in China (+68% in the first half of 2015), while BMW and Audi stayed stable (with respectively -0.5% and -2%). In other word, Mercedes production in the US double year on year thanks to the arrival of the C class on the assembly lines of Tuscaloosa which didn’t decrease production volume of the notorious Bremen plant. Audi suffered from the A4 reaching the end of its life cycle (110 000 units produced in Europe in the first half of 2015 against 120 000 last year), its replacement being launched next fall its possible that the ranking of the top three Premium manufacturers may change at the end of the year.
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