Sales in the premium mid-sized segment fell by 20% compared to Q1 2015, worse than any of the other premium segments; in fact, from among all mainstream segments only the minicar segment did worse this quarter. Things may pick up a bit once the new Audi A4 hits its stride, and the Jaguar XE hits the dealerships, but overall 2016 could prove to be quite a dark period for the premium mid-sized segment.
Highlights in Q1 2016
- Only one car did not lost customers relative to Q1 2015: Lincoln MKZ, Ford Fusion‘s upscale cousin
- The MKZ relatively good performance only brings into sharp focus the plight of its more ambitious American competitor, Cadillac ATS – the small 3-series competitor continues to underwhelm in the market
- The biggest fall in sales in the segment was recorded by the segment leader, BMW 3-series and 4-series, whose combined sales fell by 33% compared to Q1 2015, and Volvo S60/V60, the ageing Swedish due losing 38% of sales
- Despite Lexus IS/RC pipping it to third spot in all of 2015, Infiniti Q50 claimed third in Q1 2016, just as it did a year earlier
Note: clicking on the model name opens the sales data page for that model; clicking year in the legend turns the display for that year on/off