European sales 2015 Q1-Q3 Limousine segment

mercedes_Benz_S_Class-european_car_sales-2015-limousine_segmentThe limousine segment in Europe stays in a subdued mode in Q3 of 2015, still down 9% for both the quarter and the first nine months. With the Mercedes-Benz S-Class controlling almost 45% of all limousine sales in Europe, it’s no surprise that the segment depends heavily on fluctuations in that model’s demand. As the S-Class is now in its second year of the new generation, a 9% decrease in Q3 and -4% for the year so far isn’t too bad, especially considering the rest of the top-6 fares even worse. Bear in mind that the Benz is probably also helped by a handful sales of the new S-Class Coupe, which isn’t split from the sedan in our statistics. Its traditionally biggest rival BMW 7-series has already revealed its upcoming new generation, which promises a ton of new technology and features that should help it topple the S-Class dominance in 2016. A plug-in hybrid version should do the trick as well.


Porsche-Panamera-auto-sales-statistics-EuropeMeanwhile, the facelifted Audi A8 consolidates its second place, while the Porsche Panamera reclaims its third place on the segment podium from the outgoing 7-series. The evergreen Volkswagen Phaeton humiliates the Indian-owned Brits by overtaking their flagship Jaguar XJ in Q3, while the Maserati Quattroporte has found its ceiling at about 60 units a month in Europe. The Bentley Flying Spur is down 27% for the quarter and -17% for the year so far, but other British limousines enjoy increased interest, with the Rolls Royce Ghost adding a quarter to its volume of last year, and the Bentley Mulsanne improves 16%, now under threat from the Aston Martin Rapide, up 23%.

2015 January – September limousine sales Europe

Limousine segment Jan-Sep 2015 Jan-Sep 2014 Change
1. Mercedes-Benz S-Class 13.080 13.618 -4%
2. Audi A8 / S8 5.174 5.426 -5%
3. Porsche Panamera 3.424 4.517 -24%
4. BMW 7-series 3.275 3.940 -17%
5. Volkswagen Phaeton 1.302 1.388 -6%
6. Jaguar XJ 1.282 1.549 -17%
7. Maserati Quattroporte 652 639 2%
8. Bentley Flying Spur 411 498 -17%
9. Rolls Royce Ghost 177 143 24%
10. Bentley Mulsanne 163 141 16%
11. Aston Martin Rapide 156 127 23%
12. Lexus LS (est) 97 165 -41%
13. Rolls Royce Phantom 78 90 -13%
Segment total 29.271 32.241 -9%


Also check out the 2015-H1 limousine segment in the United States.

Click on any model to see its annual sales from 1997-2014 and monthly sales in 2012, 2013, 2014 and 2015, or use the dropdown menu in the top right of this site. Sources: Manufacturers, ANDC, JATO Dynamics.

  1. Hopefully the XJ’s struggles ensure that Jaguar designs a properly elegant limousine next time around!

    1. Although Jaguar has traditionally been strong in this area, it has not had relevant products to compete in other segments. So, with such a small market for limousines, I suspect Jaguar will prioritise the more mainstream models (e.g. the F-Pace and other crossover models) ahead of a new XJ.

  2. @Krzysztof

    Really?! Hopefully they don’t hahah. There are enough boring ‘same-old-same-old’ cars available and I applaud brands that design creative, dynamic, ‘one of a kind’ looking cars. The XJ is already ageless whereas the S-class and 7-series look similar to their predecessors. But in most European segments conservatism dominates, that’s why next to the XJ, the LS and Quattroporte struggle as well.

  3. S class hands down the best compromise the consumer can get in this segment nowadays, so the first place is solid and in my opinion for very long time. What surprises me, and i’m very disappointed about that, are the sells of the Quattroporte, the trend is stable but it’s not enough and the project is not even at half at its life.The XJ is older and sells double, even with negative trend. Maserati has to increase at least 1000 Quattroporte for being competitive, maybe now , with the premiere of the Levante at NAIAS, the brand can get visibility and increase sells also for the flagship sedan. luckily in USA and Asia is doing quite well.

    1. Hi Francesco,
      I agree with you on the Quattroporte, it should do much better. But guess buyers in this segment are pretty conservative about the brand they would buy and what kind of status comes with that. That’s also why Porsche succeeded in launching the Panamera successfully. I think Maserati as a brand is still too unknown for most people. They’re working on that with the Ghibli and upcoming Levante SUV, but I doubt the Quattroporte will ever reach Jaguar XJ figures. But still, the first generation has peaked at almost double of this generation, so again: it should do better.
      About the S-Class: I’m afraid the BMW 7-Series will be the best selling limousine next year, as it is all fresh and full of gadgets. I’m not sure how long it will last on top, but I think 2016 will be the year of the 7.

      1. Hey Bart, thanks for your answer, i found it very interesting.
        I see your point, luxury brands nowadays are continuosly struggling with the compromise of the prestige/units sold. As you said Porsche for already 10 years or more is following the “market law”, nice choice but indeed the prestige is fell down (with some exceptions, obviously, Porsche always makes amazing cars). Maserati won’t be like that, numbers are not enormous, and except for Levante and Ghibli, next models would be for little segments as now. But in a niche you have to emerge, that’s the reason why i said Quattroporte sells aren’t even acceptable, Maserati has the heritage for that, the aim is not to compete with the s class, higher. Aston and Jaguar are the competitors, and in that top 3, in my opinion, Maserati is well knowed all around the world. Can’t wait to see the Alfieri, and the rumoured (at least here in Italy) gransport with rear-mid engine based on the new Dino. that could gain acceptable market share if stays under 100k. Let’s see 🙂
        For the 7 series…hmm maybe you could be right for the firsts month, but i hardly think that could overtake the sonderklasse. E segment customer is fascinated from technical gadget, the F-customer take prestige at first place. And a 7 series is still behind.

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