AUTOMOTIVE NEWS EUROPE MONTHLY MAGAZINE
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Ultraluxury automakers are bank that they can accumulate their exclusivity while accretion assembly and breaking into new bazaar segments such as SUVs.
High-end brands such as Ferrari, Aston Martin, Bentley, Lamborghini and Rolls-Royce are alive abroad from the anatomy types that accept authentic their brands — Lamborghini with two-seat supercars, Aston with fast touring coupes and Rolls-Royce with sedans – into growing segments such as SUVs.
“They accept abstruse how to evolve,” said Felipe Munoz, all-around analyst for JATO Dynamics bazaar researchers.
The brands are accretion globally to win barter amid the growing numbers of super-wealthy in markets such as China but Europe beggarly is still an important market.
Total European sales for Aston Martin, Bentley, McLaren, Ferrari, Lamborghini and Rolls-Royce — as able-bodied as abate rivals such as Bugatti and called models such as the Audi R8 supercar grew 11 percent through August to 11,069, according to JATO. That is up from aloof beneath 10,000 in the aforementioned aeon aftermost year.
Sports cars still accounted for 8,537 of those 11,069 sales, led by the Ferrari 488. But SUVs accounted for 1,201 sales, assault sedans, acknowledgment to Bentley’s Bentayga, which accomplished additional in the top 10.
Aston Martin is the best abased on Europe, which accounted for 53 percent of sales in 2017. At Ferrari, 41 percent of sales were in Europe. For Bentley it was 35 percent, 33 percent for McLaren, 26 percent for Lamborghini, and 22 percent for Rolls-Royce.
The cardinal of SUVs in the segment, which Automotive News Europe refers to as exotic, will access as new models arrive.
Lamborghini has aloof started affairs the Urus, and Rolls-Royce will activate sales of the Cullinan by year-end. By the end of 2019 Aston Martin will accept amorphous deliveries of the DBX SUV, while Ferrari will delay until 2022 to barrage its afresh appear Purosangue SUV. Alike Bugatti has adumbrated it ability advance an SUV.
Aston Martin’s DBX ability tests.
Only McLaren has deeply banned to barrage a high-riding car. “I’m not adjoin SUVs. They are aloof not what McLaren does,” CEO Mike Flewitt told Automotive News Europe beforehand this year.
It’s not aloof SUVs the ultraluxury brands are accretion into. Aston Martin has said it will barrage a mid-engine supercar to booty on Ferrari and McLaren for the aboriginal time in 2020, and a year afterwards will bare the aboriginal archetypal from its Lagonda all-electric ambit to attempt adjoin Rolls-Royce and Bentley.
Lamborghini has said it will barrage a 2 2 sports tourer to battling Aston Martin and Ferrari for the aboriginal time back the Espada in 1968. The new Lamborghini is accepted amid 2025 and 2027.
The ultraluxury artefact advance has resulted in aggressive sales targets. Ferrari has alone its self-imposed cap of 7,000 anniversary all-around sales, recording 8,400 aftermost year. The SUV could advance its anniversary aggregate to 14,000, analysts believe.
The Urus is accepted to bifold Lamborghini sales to 7,000 and could alike advance it aloft 10,000 for the aboriginal time. McLaren is additionally admiration a acceleration of sales to 6,000 by 2025.
Aston Martin meanwhile believes the DBX will advice actuate it accomplished 10,000 all-around sales by 2021, about bifold aftermost year’s figure, and on to 14,000 in the midterm. Growth could be capped at that point, Aston Martin CEO Andy Palmer told Automotive News Europe beforehand this year. “There is a aggregate absolute to every cast if they appetite to abide attenuate and exclusive,” he said.
Mercedes, Audi up their games
The big six are actuality challenged by the exceptional brands, decidedly Mercedes-Benz, which has apparent a advantageous appeal for its Maybach trim akin on the S-class sedan.
Maybach variants now annual for 4 percent of S-class sales, with 452 awash in the aboriginal eight months beyond Europe. This is admitting a starting amount of 144,638 euros in Germany for Maybach compared with the 85,769 euro abject amount for the accepted S class.
The Bentley Bentayga has bound risen to the No. 2 sales position amid alien models in Europe.
Earlier this year Mercedes showed a abstraction for a Maybach SUV, suggesting it is accommodating to aggrandize the cast afterwards declining to accretion absorption with a stand-alone auto in the antecedent decade.
Mercedes’ success with Maybach has abiding Audi to chase clothing by affairs Horch versions of the A8 ample sedan, Automotive News Europe appear in September. Horch was a acknowledged affluence cast in Germany in the 1920s and 1930s.
You can ability Nick Gibbs at [email protected]
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