After a double digit gain in 2017, the premium large car segment in Europe saw its sales decline by 2% in 2018, but manages to stay above 400.000 sales for the second consecutive year and still holds 2,7% of the overall car market. In the top-3, only the BMW 5-series managed to improve its share, and only by the thinnest of margins. This doesn’t necessarily mean the German domination of this segment is under threat, because the losses of their volume sedans (and station wagons) were partially offset by increased sales of their niche models in this segment. While the top-3 models see their combined share thaw from 75% in 2017 to 71,8%, the share of the German 3 brands is stable at 78,9%. The class leader Mercedes-Benz E-Class lost 8% of its sales in 2018 and drops back below 30% share of the segment. The 5-Series is less than 10.000 sales behind thanks to a 1% decline in sales, while the Audi A6 loses ground quickly with a 10% decline as 2018 was a changeover year to the new generation A6.
The small A1 has been a so-so performer for Audi, selling reasonably well in Europe, but the company now has bigger ambitions. By making the second-generation model more muscular-looking and giving the latest galore of digital screens inside, Audi clearly wants to appeal to a younger crowd, hoping to lure them away from competitors [Read more…]