US car sales analysis 2020 first half – Limousines

In the first half of 2020, sales of limousines in the US were down 30% after a 37.6% decline in the second quarter. Two of the nine existing nameplates in this segment have sold more than in the first half of 2019, but all others declined by 32% or more. Despite being due for a redesign, the traditional leader Mercedes-Benz S-Class keeps its spot on top of the rankings but dips slightly below 25% share of the segment. Keep in mind that the figures of the S-Class also include sales of the Coupe and Convertible versions, so it’s hard to make an apples-to-apples comparison, but still its lead is large enough to expect the S-Class to lead in pure sedan sales. The BMW 7-Series has reclaimed the #2 spot it lost to the Cadillac CT6 in the first quarter, and even the Porsche Panamera outsold the CT6 in the second quarter. In Q2 Porsche even sold just 7 fewer units of the all-electric Taycan than Cadillac did of its flagship sedan. The Lexus LS is the biggest loser of the segment at -47% but stays ahead of the Genesis G90, the big winner of the segment with sales up 22% thanks to the new generation. The Audi A8 gains share of the segment but remains a niche player at under 6% share. The Jaguar XJ manages to sell more than last year, even though it’s about to be replaced by an all-new electric sedan that will compete with the Taycan and the Mercedes-Benz EQS. Sales of the Kia K900 remain subdued, at just over 30 per month.

US limousine sales 2020 – first half

Limousine segment 2020 2019 Change Share
1 Mercedes-Benz S-class 4.183 6.155 -32% 24,5%
2 BMW 7-series 2.848 4.675 -39% 16,6%
3 Cadillac CT6 2.550 4.050 -37% 14,9%
4 Porsche Panamera 2.055 3.740 -45% 12,0%
5 Lexus LS 1.426 2.697 -47% 8,3%
6 Genesis G90 1.147 939 22% 6,7%
7 Porsche Taycan 1.039 0 New 6,1%
8 Audi A8 / S8 1.017 1.330 -24% 5,9%
9 Jaguar XJ 717 681 5% 4,2%
10 Kia K900 125 209 -40% 0,7%
Segment total 17.107 24.476 -30%

Source: Manufacturers.