Global sales of Premium carmakers
- By analysing the sales figures of three German Premiums brands, leaders in their market globally, we see that it is Audi which has become for many years the premium brand the most produced and sold in the world, ahead of BMW and Mercedes, while it was still in third place before 2009.
- The progression of the VW group's premium brand is due to two main factors: the first is due to a strong presence in China which enabled the brand, during the crisis of 2008-2009, to maintain its level of sales worldwide while other major markets were in crisis. BMW and Mercedes brands, less present in China did not benefited from the same dynamic. The second factor relates to the expansion of the Audi range(segments and bodies) which was greater than for the other Premium carmakers, including the arrival of Q5, A5, A1, Q3.
- However, Mercedes has made a comeback since 2014 and 2015 remains to be determined. None of the three brands today really takes the ascendancy over another because the sales numbers are very close.
- The top four markets for Audi in 2014 are: China (31% of sales), Germany (16%), the USA (11%) and Great Britain (10%). For BMW, the first four market share are: the USA (21%), China (17%), Germany (15%) and Great Britain (9%). For Mercedes, the top four markets are: the USA (20%), Germany (16%), Great Britain (9%) and China (9%).
- Their four main markets account for 67% of total worldwide sales for Audi, 63% for BMW and 54% for Mercedes, whose sales are globally better distributed across the globe.
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