Monday, 29 May 2017

New Zealand Car Sales By Brand : 2010-14



The new Jazz is selling well

In the final in the series, the strength of car sales here is based around Japanese brands. OK, so Holden is doing very well for GM in second, Hyundai right behind and solid, Ford in 4th and VW fighting for broad acceptance in 9th but the sea of pink near the top shows that preference is generally for cars from Japan.

Bear in mind that this list excludes light commercials (LCVs) and that means utility vehicles (utes) such as the Hilux are not part of the stats. That may not sound a big deal but the ute segment accounts for about 20% of the market! Kiwis love the outdoor life and also vehicles with versatility so the ute is hitting the sweet spot in those areas. Ford leads there with the Ranger just ahead of the Hilux, the long time favourite.

Toyota has cemented passenger car top spot but recently has been losing share, being the dull car supplier that it is. Even risk averse Kiwis are tending to look elsewhere. Holden is safe for now but will struggle once the large Australian sourced Commodore car departs in 2017. The model nameplate will continue but won't be as popular I would wager.

Hyundai cars sell well but do little for me, and although Ford has a more interesting lineup, it's pricing isn't very competitive. NZers like a bargain. Mazda succeeds by offering something more interesting than many Japanese makes, while both Mitsubishi and Suzuki hold a value for money reputation. Nissan NZ should be doing better and VW has the European image of 'expensive to maintain', something they are trying to dispel.

Honda are a brand that eschews value for money with high no haggle pricing, but they may be learning as the new Jazz (Fit) is well priced. Further down a couple of Chinese makes have been moderately successful. Chery has been aggressively marketed as has Great Wall, but the latter has crashed in 2015 with supply issues it seems.

Used imports continue to flourish and have outsold new cars since 1993. New cars nearly got past in 2012 but used imports have rebounded since.


1011121314Brand20102011201220132014

11111Toyota12,43011,79614,99416,18216,257

32222Holden6,3486,6627,9229,08710,250

53433Hyundai5,2416,0727,1277,1867,591

24344Ford6,7905,8817,6537,1406,976

65655Mazda5,2984,8825,1805,8306,675

87876Mitsubishi2,9203,0493,2233,9885,251

46567Suzuki4,4114,7525,3274,7324,738

78798Nissan2,8872,8403,6763,6444,649

11101089VW1,9922,5512,9103,7693,900

12991010Honda2,3732,6093,0133,1303,555

911111111Kia2,1272,3782,9072,7552,826

1014131212BMW1,1351,2171,6461,9102,132

1713141313Audi1,2811,3311,5401,8212,075

1315151514Chrysler6439781,4141,5131,991

1412121415Subaru1,9251,4951,7291,7491,823

1516161616Mercedes8249811,0941,4821,813

1617171717Peugeot6917679991,0931,059

2720191818Ssangyong112441497812988

1818181919Škoda254512581690854

2121222220Land Rover323393408460808

-30323021Fiat808380173640

1922212122MINI260312430490569

2419202023Lexus403508492551557

2324252624Volvo147183244234421

3623242425Citroën155207247302381

2525262326Chery1172227370307

4227292927Porsche131151165189289

2829313128Renault1491107131260

2926282829Alfa Romeo118163192195231

3028272730Great Wall97126199217180

2633303231Jaguar7645120130122

2031232538Daihatsu2067832226123






Others336313206217441






Total62,02964,01976,87182,43390,632






Imports used88,61380,85278,31198,971129,925

Data source: MIA.

For the start of the series, simply click here for 1975-84.
The previous one from 2005-09 can be found by clicking here.

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