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Mercedes-Benz, BMW and Audi, which also offer entry-level luxury cars, dominate luxury cars in Italy, together accounting for the vast majority of value sales. Despite the high-end positioning of these brands, their models are regarded as accessible luxury by Italians, with the exception of their flagship cars.
Sports utility vehicles (SUVs) remained very trendy in Italy in 2018, accounting for 35% of volume sales of cars (Source: ANFIA, National Automotive Industry Chain Association). SUVs are appreciated by Italian consumers for their spacious interiors and high seat position.
Luxury cars will increasingly be impacted by the sustainability trend, with consumers aiming to purchase “greener” vehicles that have reduced carbon emissions. In Italy, hybrid cars recorded 33% growth in unit sales in the first three months of 2018, to reach 4% of total unit sales, whilst unit sales of natural gas vehicles increased by 30% and electric cars by 77% in the same period (Source: ANFIA).
Daimler remained the leading player in luxury cars in value terms in 2017, thanks to its Mercedes-Benz brand, which is the most popular brand of luxury cars in Italy, appreciated especially by baby boomers, as it is perceived as elegant and stylish. Mercedes-Benz recorded double-digit growth in 2016 and continued to see strong growth in 2017, mostly thanks to the remarkable performance of its E-Class, although the A-Class remained its most popular model (Source: ANFIA).
Second-ranked brand BMW’s most demanded model in Italy is the X1, followed by Series 1, its most compact model; both recorded increases in new car registrations in 2017. Growth for the Series 1 was linked to the launch of a new version in 2017, which is sportier and has improved connectivity.
The best-performing brand in Italy in 2017 was Tesla, which saw the number of newly registered cars double compared with the previous year. Its Model X showed the strongest growth, but its most sold model remained its Model S (Source: ANFIA).
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Discover the latest market trends and uncover sources of future market growth for the Luxury Cars industry in Italy with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.