Friday, 16 June 2017

Australia / NZ Mainstream Brand Comparison 2014

An NZ advertisement for Ssangyong

Mainstream cars are now the focus of this comparison.  Many car makers view them as one market and only a few brands sell in one market and not the other. In this comparison, these makes are omitted. Data comes from VFACTS (Aus) and MIA (NZ). The Australian total vehicle market (including all commercial vehicles) is 8.7 sales for every vehicle sold in NZ. That ratio becomes the benchmark as to which brands are more popular in either country.

Looking at the chart below, green shows which models are more popular in NZ and yellow Australia. It seems Chinese brands have made greater inroads into NZ, although they are not big selling brands in either country. While Ford has been losing ground in Australia, it is quite a lot stronger in NZ. Even Holdens are slightly more sought after by Kiwis than in their home market.

Honda used to be the better seller in NZ, but overpricing in the Shaky Isles has seen a shift west across the Tasman Sea. Kiwis 'get' Citroën and Peugeot but not Renault, or is it down to how they are promoted? Chrysler (mainly Jeep for both countries) and Subaru are much more popular in Australia, where 4WD vehicles are more common. For some reason Aussies are fixated with Mazda cars, but less so 'across the ditch'. Ssangyong manages to be a third higher in sales in NZ and manages a 0.7 to 1 ratio. Renault Australia outsells it's Kiwi counterpart by 33 to 1, despite the average 8.7 to 1.


Brand Aus NZ Ratio

Ssangyong 1,280 1,882 0.7

Chery 592 307 1.9

Great Wall 2,637 919 2.9

Citroën 1,307 381 3.4

Suzuki 17,422 4,838 3.6

Peugeot 4,394 1,094 4.0

Škoda 3,853 854 4.5

Ford 79,703 14,057 5.7

Fiat 6,994 1,041 6.7

Holden 106,092 13,456 7.9

Toyota 203,501 24,711 8.2

Mitsubishi 68,637 7,538 9.1

Nissan 66,025 7,172 9.2

Honda 32,998 3,555 9.3

Kia 28,005 2,858 9.8

VW 54,801 5,227 10.5

Isuzu 23,824 2,191 10.9

Hyundai 100,011 8,314 12.0

Mazda 100,704 8,138 12.4

Chrysler 33,612 1,992 16.9

Subaru 40,502 1,823 22.2

Renault 10,014 298 33.6

smart 108 1 108.0

Australia is embracing Renault but not NZ yet

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