Page 14 - Rolls Royce, Bentley Mihi Exculta Magazine (Made for Me) - Issue 1, designed and produced by Connell Marketing Associates, UK
P. 14
MARKETS LUXURY Key measurement areas, each
SECTOR showing year-on-year com-
S uccessful business is all FACTS parisons, are:- HLS perform-
about anticipating what ance relative to the total car
the winners and losers in market; Rolls-Royce and Bentley
luxury goods portfolio market share within the HLS;
customer wants and then the share performance of the
providing it. So constantly mon- other HLS players.
itoring his - or her - purchasing
activity is a fundamental pre- The registration data is gath-
requisite to success ered from over 13 major markets
around the world which account
Monthly analysis of worldwide for over 90 per cent of the
registration data, to extrapolate world’s high luxury sector. In
performance in the high luxury 1996, high luxury unit sales
sector (HLS), gives us that baro- world-wide were 52500, com-
meter. Crucially, it tells us that pared to 55800 units in 1995.
the high luxury sector exhibits a In our four major world markets
very different cycle than the total - the USA, Germany, Japan and
car market. Since Rolls-Royce and the UK, which together account
Bentley owners possess a portfolio for 72 per cent of total Rolls-
of high value motor cars, the HLS Royce and Bentley sales - 1996
reflects their purchasing act- market share figures as com-
ivities, so constant tracking is an pared to 1995 (figures in bra-
imper-ative. ckets) were, respectively, 2.2 per
cent (2.0 per cent), 0.5 per cent
HLS Qualifying Models (0.4 per cent), 2.0 per cent (2.3
per cent) and 15.9per cent (13.8
Aston Martin - all models per cent).
Bentley - all models
BMW - 750 and 850 Four-Market
Bugatti - EB110 Summary ’95-96
Ferrari - all models
Honda - NSX Although growth in the sector
Jaguar/Daimler - all V12 models slowed toward the year-end,
Lamborghini - Diablo giving a - 2.8 per cent decrease
Mercedes Benz - all 500/560/600 year-on-year, Rolls-Royce and
Porsche - 911 and 928 Bentley recorded a significant
Rolls-Royce - all models increase in sales over the pre-
vious year of 16.2 per cent, to
take an increased share of the
HLS sector, up to 2.8 per cent
from 2.4 per cent in 1995. Only
Aston Martin, following the
launch of the DB7, managed to
better our growth performance
with a sales increase of 31.9 per
14 MIHI EXCULTA - May 1997
