06 August 2015

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.


10 11 12 13 14 Brand 2010 2011 2012 2013 2014

1 1 1 1 1 Toyota 12,430 11,796 14,994 16,182 16,257

3 2 2 2 2 Holden 6,348 6,662 7,922 9,087 10,250

5 3 4 3 3 Hyundai 5,241 6,072 7,127 7,186 7,591

2 4 3 4 4 Ford 6,790 5,881 7,653 7,140 6,976

6 5 6 5 5 Mazda 5,298 4,882 5,180 5,830 6,675

8 7 8 7 6 Mitsubishi 2,920 3,049 3,223 3,988 5,251

4 6 5 6 7 Suzuki 4,411 4,752 5,327 4,732 4,738

7 8 7 9 8 Nissan 2,887 2,840 3,676 3,644 4,649

11 10 10 8 9 VW 1,992 2,551 2,910 3,769 3,900

12 9 9 10 10 Honda 2,373 2,609 3,013 3,130 3,555

9 11 11 11 11 Kia 2,127 2,378 2,907 2,755 2,826

10 14 13 12 12 BMW 1,135 1,217 1,646 1,910 2,132

17 13 14 13 13 Audi 1,281 1,331 1,540 1,821 2,075

13 15 15 15 14 Chrysler 643 978 1,414 1,513 1,991

14 12 12 14 15 Subaru 1,925 1,495 1,729 1,749 1,823

15 16 16 16 16 Mercedes 824 981 1,094 1,482 1,813

16 17 17 17 17 Peugeot 691 767 999 1,093 1,059

27 20 19 18 18 Ssangyong 112 441 497 812 988

18 18 18 19 19 Škoda 254 512 581 690 854

21 21 22 22 20 Land Rover 323 393 408 460 808

- 30 32 30 21 Fiat 80 83 80 173 640

19 22 21 21 22 MINI 260 312 430 490 569

24 19 20 20 23 Lexus 403 508 492 551 557

23 24 25 26 24 Volvo 147 183 244 234 421

36 23 24 24 25 Citroën 155 207 247 302 381

25 25 26 23 26 Chery 1 172 227 370 307

42 27 29 29 27 Porsche 131 151 165 189 289

28 29 31 31 28 Renault 14 91 107 131 260

29 26 28 28 29 Alfa Romeo 118 163 192 195 231

30 28 27 27 30 Great Wall 97 126 199 217 180

26 33 30 32 31 Jaguar 76 45 120 130 122

20 31 23 25 38 Daihatsu 206 78 322 261 23






Others 336 313 206 217 441






Total 62,029 64,019 76,871 82,433 90,632






Imports used 88,613 80,852 78,311 98,971 129,925

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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