US car sales analysis 2020-Q1 – Limousines

Sales of limousines in the US were down 23% in the first quarter of 2020, which is nearly double the decline of the overall market, with only one of the 9 existing nameplates in this segment beating the market while six others lost over a quarter of their sales year-on-year. 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. Its new nearest rival is the Cadillac CT6 which leapfrogs the BMW 7-Series, while the Porsche Panamera holds on to fourth place. The Lexus LS is the biggest loser of the segment at -43% and it stays ahead of the Genesis G90 by just 117 sales. The G90 improves by 40% thanks to the recent redesign. There’s still plenty of room to improve when looking at its best year 2017 when the previous generation sold nearly 4,400 units. Now that the brand has solved most issues with its dealerships which started when it wanted to create more exclusivity with stand-alone stores, it should be able to show its full potential. The Genesis already outsells the Audi A8, something which most Europeans will find astonishing.

Surprisingly, the second best performer in the segment is also the oldest. The Jaguar XJ is in the final year of its life cycle, having launched in 2010, and will be replaced by an all-electric model by the end of this year. Still, it manages to keep its decline limited to just 13% as the brand is clearing its inventory. The next-gen XJ won’t be the first all-electric car in its class, though. As the Porsche Taycan registered 221 units in the first quarter and looks set to outsell the Jag by the end of the year. It already outsells the Kia K900 which is down by more than a third to sell an average of just 22 cars per month, despite still being one of the freshest models in the class.

US limousine sales 2020-Q1

Limousine segment 2020 2019 Change Share
1 Mercedes-Benz S-class 2.366 3.151 -25% 24,5%
2 Cadillac CT6 1.725 2.188 -21% 17,9%
3 BMW 7-series 1.685 2.293 -27% 17,5%
4 Porsche Panamera 1.184 1.698 -30% 12,3%
5 Lexus LS 801 1.404 -43% 8,3%
6 Genesis G90 684 490 40% 7,1%
7 Audi A8 / S8 554 787 -30% 5,7%
8 Jaguar XJ 357 409 -13% 3,7%
9 Porsche Taycan 221 0 New 2,3%
10 Kia K900 65 102 -36% 0,7%
Segment total 9.642 12.522 -23%

Source: Manufacturers.