MarketPlace – 2014 wrap-up

Australia has spoken: Toyota is number one

COROLLA was Australia’s best-selling car, Hilux the most popular ute, and Toyota the number one brand in 2014, smashing its opposition with 203,501 sales – almost double that of next-up Holden’s 106,092.

It was game on for second, with Mazda and Hyundai breathing down Holden’s neck, a mere 6000 units between the three. Hyundai fell a gut-wrenching 692 short of taking third from Mazda, despite a record sales year. The Korean brand was one of only two brands – the other being Subaru – in the Top 10 to sell more cars year-on-year, with 3.1% and 0.8% growth respectively. Even Toyota was 5.2% down in a market that declined 2.0% against 2013.

Corolla was again the star model but was shadowed across the line by the Mazda 3.

The 3 was beaten by the Corolla by a mere 422 cars – it was that close. Hyundai’s i30 kept Commodore off the final podium step, yet Holden’s ability to flog Commodores (up 8.8%) while the Ford Falcon nose-dived 40.2% was impressive. Ford says it’s the smart one, though, as it’s ‘transitioning’ to being a full importer, while Holden relies on locally built products for almost a third of its sales.

The luxury car sector grew, with Mercedes, BMW and Audi all crowing about record years.

Mercedes (31,985 sales) is the undisputed holder of the luxury car crown Down Under, streets ahead of its key rivals (BMW 22,722 and Audi 19,227) in the sales race.

Now the bad news: if you were selling Chinese cars, 2014 was not one for the ages.

Lack of supply, and the strengthening of the yen helping key Japanese rivals, worked against brands such as Great Wall, which lost their key advantage: price. Every Great Wall model declined, the brand an astonishing 56.8% down on 2013. How you can struggle to sell utes in Australia is a mystery.

While Jeep had one of its best years on the back of new product and a strong marketing campaign, the company’s Chrysler-badged cars had a shocker, falling 38.1%.

TOP 20 – 2014

1. Toyota Corolla 40,189 1 +0.5 2. Mazda 3 39,510 2 +2.9 3. Hyundai i30 28,677 3 +3.0 4. Holden Commodore 28,194 4 +8.8 5. Mazda CX-5 19,854 7 +7.2 6. Toyota Camry 19,670 5 -11.3 7. Volkswagen Golf 17,741 10 +10.6 8. Holden Cruze 17,013 6 -24.0 9. Hyundai ix35 16,725 9 -6.2 10. Toyota RAV4 16,394 11 +6.9 11. Jeep Grand Cherokee 15,541 21 +28.2 12. Toyota Prado 14,734 13 +10.6 13. Hyundai i20 14,061 17 +6.2 14. Ford Focus 14,015 8 -21.2 15. Subaru Forester 12,528 19 +0.2 16. Mazda 2 12,016 12 -11.5 17. Toyota Yaris 11,668 14 -11.5 18. Nissan X-Trail 11,285 28 +17.4 19. Subaru XV 10,690 27 +7.2 20. Toyota Kluger 10,114 22 -9.3 PASSENGER CARS SALES RANK +/- (2013) (%)

TOTAL SALES 2014 370,619

PASSENGER CARS SALES RANK +/- (2013) (%) 1. Toyota 203,501 1 -5.2 2. Holden 106,092 2 -5.3 3. Mazda 100,704 3 -2.4 4. Hyundai 100,011 4 +3.1 5. Ford 79,703 5 -8.6 6. Mitsubishi 68,637 7 -4.0 7. Nissan 66,025 6 -14.0 8. Volkswagen 54,801 8 -0.2 9. Subaru 40,502 9 +0.8 10. Honda 32,998 10 -15.9

2014 High Fives

What the car-buying public chose last year

TOP5 SU Vs

Rank Model Sales Change (%) 1 Mazda CX-5 21,571 +7.2 2 Toyota RAV4 18,160 +6.9 3 Hyundai ix35 17,992 -6.2 4 Jeep Grand Cherokee 16,582 +28.2 5 Toyota Prado 16,112 +10.6

TOP5 Sports Cars <$60K

Rank Model Sales Change (%) 1 Toyota 86/Subaru BRZ 5369 -36.5 2 Hyundai Veloster 3405 -13.3 3 BMW 4 Series 2201 +545.5 4 Merc-Benz C-Class coupe 1851 -9.4 5 Merc E-Class coupe/conv. 1239 +11.2

TOP5 Ut es

Rank Model Sales Change (%) 1 Toyota Hilux 38,126 -6.9 2 Ford Ranger 26,619 +22.2 3 Mitsubishi Triton 24,256 -2.7 4 Holden Colorado 24,256 +8.7 5 Nissan Navara 16,080 -32.0

28 wheelsmag.com.au

TOP5 Luxury Cars <$60K

Rank Model Sales Change (%) 1 Merc-Benz C-Class 5845 -2.0 2 BMW 3 Series 4588 -17.5 3 Lexus IS 2686 -5.5 4 Merc-Benz CLA-Class 2682 +295.6 5 Audi A4 2635 +5.9

TOP5 Sports Cars >$200K

Rank Model Sales Change (%) 1 Porsche 911 366 +32.6 2 BMW 6 Series 252 +5.0 3 Ferrari coupe/conv. 113 +6.6 4 Jaguar XK 105 +132.9 5 Maserati coupe/conv. 99 -8.3

DEC 2014

Market runs out of puff in December

HIGHLIGHTS Hyundai and Subaru were the only two makers in the Top 10 to beat their December 2013 results, despite the fact that every Toyota in the passenger car/SUV Top 20 – that’s Corolla, Camry, RAV4, Prado and Yaris – improved on their November 2014 result. SUV sales prove intriguing; all were up across the board year-on-year, apart from upper large SUVs, which were down 3.8% against December 2013, but up against last month (1058 against 912).

LOWLIGHTS The Australian passenger-car market was down 2.0% for the year, but it fared worse for December, down 5.5% for the month. Biggest losers were the usual culprits, the upper large car segment (Audi A8, S-Class et al) down 53.4%, and the micro car segment that fell 37.4%. Mitsubishi’s stellar November saw the ASX and Outlander in the Top 20, but their success was fleeting, with both falling back out to their worst results since August.

WINNER INCREASE +75%

HONDA CR-V

The updated CR-V saw Honda push old stock out the door and nearly double sales from 639 to 1116, making it the secondbest selling Honda behind Jazz. Don’t expect CR-V to keep its mantle, though, as the smaller HR-V has returned and is sure to steal some of its showroom thunder.

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LOSER DECREASE 42% D 4

KIA RIO

The cut-price Korean fell from 700 units in November to 404 this month, following its trend of decline from mid-year, when it sold as many as 967 in June. December was the worst month other than October, when it sold 401. For the -e worst month other than October, when it sold 401. For the year, it’s down 1235 to 7925, a 13.5% decline.

TOP 20 74,095 Passenger & SUV sales – Dec 2014

1. Mazda 3 3803 (1) 4022 2. Toyota Corolla 3546 (2) 3704 3. Hyundai i30 2828 (3) 2547 PASSENGER CARS SALES RANK SALES (NOV ’14) (DEC ‘13) 4. Toyota Camry 2374 (5) 3534 5. Holden Commodore 2009 (4) 2548 6. Toyota RAV4 1766 (11) 1388 7. Mazda CX-5 1717 (8) 1574 8. Holden Cruze 1541 (13) 1462 9. Volkswagen Golf 1437 (10) 1861 10. Mazda 2 1408 (19) 985 11. Toyota Prado 1378 (17) 1065 12. Honda Jazz 1280 (23) 266 13. Nissan X-Trail 1279 (16) 925 14. Hyundai ix35 1137 (7) 1747 15. Subaru Forester 1142 (9) 1067 16. Honda CR-V 1116 (31) 904 17. Toyota Yaris 1111 (20) 1051 18. Ford Focus 1101 (21) 1221 19. Jeep Grand Cherokee 1041 (14) 1431 20. Suzuki Swift 937 (27) 1222

Only NSW was up on 2013, with a 1.5% increase (5121 units) w

SALES BY STATE - 2014

TOTAL SALES 96,809 December 2014

Toyota 17,880 Mazda 9500 Hyundai 8804 Holden 8551 Ford 6227 Mitsubishi 6066 Nissan 5484 Volkswagen 4467 Subaru 3204 Jeep 2937 Mercedes-Benz 2800 Honda 2723 BMW 2108 Kia 2074 Audi 1629 Suzuki 1485 Isuzu Ute 1335 Land Rover 889 Renault 851 Lexus 539