Polk Reports BMW, Mercedes and Lexus Losing Large Luxury Sedan Market Share to Audi, Jaguar and Porsche

In the large luxury sedan stakes, BMW, Mercedes-Benz and Lexus have been the long-time leaders. Five years ago, each brand’s flagship model – the 7-Series, the S-Class and the LS – collectively owned 82% of the U.S. market and Merc’s offering could claim 30% of that.

Between June 2010 and May of this year, however, their collective market share has dwindled some 68% while that of three newer models have grown.

There’s the Audi A8, up 5% and the Jaguar XJ, up 12%. Both of these models could claim next to nothing of the market when they were launched but now look at them.

More impressive is the Porsche Panamera, up 14% despite only being on sale for two years. And all up against the other “Big Three”; companies that in the States, are renowned for their high rates of custom retention and loyalty as well as their immensely profitable and effective dealership networks.

One of the reasons for the Panamera’s success, according to Polk, is its six cylinder engine. With petrol prices back to their normative rise and with CAFE requirements sucking the profits out of big engines, it’s no wonder that 13% of the Panamera’s sales were with that engine. Predictably, both the BMW 7-Series and S-Class also offer six cylinders.

You can take a look at a further breakdown (in graphical form) below.

By Tristan Hankins

Story sources: Polk