US car sales analysis 2020 first half – Limousines

In the first half of 2020, sales of limousines in the US were down 30% after a 37.6% decline in the second quarter. Two of the nine existing nameplates in this segment have sold more than in the first half of 2019, but all others declined by 32% or more. Despite being due for a redesign, the traditional leader Mercedes-Benz S-Class keeps its spot on top of the rankings but dips slightly below 25% share of the segment. Keep in mind that the figures of the S-Class also include sales of the Coupe and Convertible versions, so it’s hard to make an apples-to-apples comparison, but still its lead is large enough to expect the S-Class to lead in pure sedan sales. The BMW 7-Series has reclaimed the #2 spot it lost to the Cadillac CT6 in the first quarter, and even the Porsche Panamera outsold the CT6 in the second quarter. In Q2 Porsche even sold just 7 fewer units of the all-electric Taycan than Cadillac did of its flagship sedan. The Lexus LS is the biggest loser of the segment at -47% but stays ahead of the Genesis G90, the big winner of the segment with sales up 22% thanks to the new generation. The Audi A8 gains share of the segment but remains a niche player at under 6% share. The Jaguar XJ manages to sell more than last year, even though it’s about to be replaced by an all-new electric sedan that will compete with the Taycan and the Mercedes-Benz EQS. Sales of the Kia K900 remain subdued, at just over 30 per month.

US limousine sales 2020 – first half

	Limousine segment	2020	2019	Change	Share
1	Mercedes-Benz S-class	4.183	6.155	-32%	24,5%
2	BMW 7-series	2.848	4.675	-39%	16,6%
3	Cadillac CT6	2.550	4.050	-37%	14,9%
4	Porsche Panamera	2.055	3.740	-45%	12,0%
5	Lexus LS	1.426	2.697	-47%	8,3%
6	Genesis G90	1.147	939	22%	6,7%
7	Porsche Taycan	1.039	0	New	6,1%
8	Audi A8 / S8	1.017	1.330	-24%	5,9%
9	Jaguar XJ	717	681	5%	4,2%
10	Kia K900	125	209	-40%	0,7%
	Segment total	17.107	24.476	-30%

Source: Manufacturers.