Page 12 - Rolls Royce, Bentley Mihi Exculta Magazine (Made for Me) - Issue 2, designed and produced by Connell Marketing Associates, UK

MARKETS LUXURY of the Data
SECTOR
Rolls-Royce and Bentley’s FACTS HLS data is critical in establishing
share of the world high market potential for individual
luxury sector (HLS) continues increase in share, dealers as well as bench-marking
to rise. performance, dealer to dealer. Not
but not everywhere only is there a variation in share
Rolls-Royce and Bentley has out- performance market to market, but
performed all other marques in the the performance between dealers
HLS (in those markets where HLS within in a single market can be
data exists), with retail registrations dramatic.
up 26% year-on-year to deliver a year-
to-date HLS share of 3.4%, compared The table (C) graphically demon-
with 2.6% at the same point in 1996. strates the range of Rolls-Royce and
Bentley shares across the 16 markets
The world HLS is currently run- where data exists.
ning 1% down on the ’96 level but is
forecast to recover to a full year vol- As we begin to establish indi-
ume of 55,000 units, 500 units vidual dealer market size and mar-
ahead of 1996. ket share performance, it is clear that
some dealers are out-performing
The four largest HLS markets in
the world - the USA, Germany, Japan TABLE (A)
and the UK - account for over 80% of
its total. The table (A) shows the year-
on-year market share comparisons.

Only Porsche, Ferrari and Aston
Martin increased sales - by 4%, 11%
and 25% respectively. Whereas
Mercedes, BMW and Jaguar Daimler
sales all fell - by 8%, 42% and 55%
respectively. This means that Porsche,
which has made significant gains in
recent months, now boasts the same
share of the HLS sector as Mercedes
at 40% each.

The table (B) demonstrates the
year-on-year change in market share
of the HLS major manufacturers.

The Importance

others to an extraordinary degree.
Using the new dealer business plan-
ning model, we have established that
dealer market share ranges from 9%
to 1% in the USA and from 23% to
8% in the UK.

By identifying and sharing best-
practice, we should be able to help
each dealer deliver a more consistent
performance to better exploit their
own market potential. ❖

12 MIHI EXCULTA - July 1997