Five months into its new No-Hagel ‘agency’ business model, Mercedes-Benz Australia (excluding Van) retains its status as Australia’s favorite luxury car brand.
However, the gap has narrowed, with sales of arch-rival BMW slowing.
Meanwhile, number three brand Audi has stopped its work to keep Tesla at bay, a growing Volvo and always charging, as it struggles with particularly painful stock shortages.
Interestingly, the top three luxury players have seen their sales decline at a much higher rate than the total new car market, which has fallen 4.1 percent so far this year.
Mid-table competitor Lexus has lagged behind in picking orders this year as it is also battling stocks, narrowly ahead of Volvo at this point in 2021.
Porsche, like the Volvo, has supported the trend by posting sales growth in the first few months, in contrast to the Land Rover behind it, while the upstart EV competitor Polyester got off to a good start: surpassing both the Chinese-Swedish brand Genesis and Jaguar.
Italian duo Alfa Romeo and the month back, both brands will be hanging out for the original new product (Tonale and Greckel SUV, respectively) within the next 12 months.
Sales of luxury brands in Australia, January to May 2022
| Brand | YTD sales | Change |
|---|---|---|
| Mercedes-Benz | 10,547 | 17.7% less |
| BMW | 9566 | 13.3% less |
| Audi | 4690 | 36.7% less |
| Volvo | 4598 | 5.8% |
| Tesla | 4481 | No data |
| Lexus | 3320 | 24.5% less |
| Porsche | 2533 | 11.2% above |
| Land Rover | 2197 | 25.8% less |
| Leader | 361 | Brand new |
| Genesis | 343 | 98.3% above |
| Jaguar | 342 | 24.7% less |
| Alpha Romeo | 236 | 1.7% above |
| Masrati | 234 | 3.5% above |
It is interesting to see which brands are strong and where they are
Premium small cars
- Mercedes-Benz A-Class – 1146 Sale
- BMW 1 Series – 545
- BMW 2 Series Gran Coupe – 412
- Audi A3 – 362
- Nissan Leaf – 199
Premium medium car
- Tesla Model 3 – 4481 Sale
- Mercedes-Benz C-Class – 1280
- BMW 3 Series – 1261
- Mercedes-Benz CLA – 692
- Lexus ES – 398
Premium big car
- Porsche Taycan – 260 sale
- BMW 5 Series – 172
- Mercedes-Benz E-Class – 126
- Audi A6 – 94
- Masrati Ghibli – 48
Sports car
- BMW 4 Series – 388 sales
- Mercedes-Benz C-Class two-door – 238
- Porsche 911 – 209
Premium small SUV
- Volvo XC40 – 2269 Sale
- Mercedes-Benz GLA-1307
- Audi Q3 – 1247
- BMW X1 – 1176
- Lexus UX – 475
Premium medium SUV
- Mercedes-Benz GLC SUV and coupe – 2513 sale
- BMW X3 and X4 – 2413
- Volvo XC60 – 1707
- Audi Q5 – 1494
- Lexus NX – 1461
Premium large SUV
Premium extra large SUV
- BMW X7-406
- Mercedes-Benz GLS – 272
- Mercedes-Benz G-Class – 172
- Lexus LX – 151
- Audi Q8 – 114