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2016 NZ car sales: winners, losers, slow-coaches

on January 17 2017 | in Highlights, Industry news, Latest news | by | with Comments Off

Chinese commercial vehicle company LDV was the high-flyer in New Zealand’s new vehicle market last year in terms of percentage sales gains over 2015.

Motor Industry Association (MIA) figures show 1032 LDV vans were registered in 2016, up from 475 in 2015. That’s a year-on-year percentage hike of 117.2%, a reflection of the demand for commercials in an all-time record sales year.

The only carmaker to come anywhere near LDV numbers was South Korea’s Kia with 60.7 per cent growth, from 3289 units in 2015 to 5287 in 2016. Japan’s Isuzu was next, up from 1897 in 2015 to 2640 last year, a year-on-year sales hike of 39.1 per cent.

Others to head up the sales charts last year were Ford with 21.4 per cent growth, Skoda (20.0%), Land Rover (20.0%), Suzuki (17.9%), Subaru (17.2%), Mercedes-Benz (15.4%), Mitsubishi (13.5%), Mazda (11.3%).

Carmakers who pretty much stood still were Hyundai, up 0.5 per cent (8328-8376) and  Volkswagen, up 0.9 per cent (5045-5092). Those who went backwards after 2015 were BMW, down 4.7 per cent (1952-1860), and Fiat, down 24.2 per cent (1457-1103).

LDV sales and marketing manager Warren Willmot (pictured at top) said NZ has the highest market share for the company’s vans in the world.

“LDV has only been here in its current form for just three years and in that short timeframe we are now sitting at 16 per cent share of the new van segment,” he said.

“That’s probably the biggest growth any brand has achieved in NZ’s recent automotive history. Of course, the product is great, the pricing is on point and our marketing strategy has been favourably received.”

LDV will this year boost its fleet with new offerings, including battery-electric vans, a range of utes, and an SUV. “We’re focussed on offering solutions for businesses, not just selling vehicles,” said Willmot. “Our customers are our best salespeople.”

The chart below shows how registrations panned out in 2016. ‘Demonstrators’, those vehicles first registered by dealers and/or distributors before being sold at a discount, figured highly in the annual numbers game.

LDV’s head office and its dealers, for example, first registered 86 vehicles, or 8.3 per cent of the 1032 it sold. Toyota first registered 9.6 per cent. Jeep on the other hand first registered 876 models, or 56.3 per cent of the 1554 it sold.

Want to double-check percentages? Use Toyota’s numbers, for starters:  2307 dealer and 266 head office registrations together total 2573 ‘first registrations’. This total is 9.6 per cent of Toyota’s 26,785 overall sales for 2016.  ‘Buyer regos’ are vehicles not first registered by dealers or distributors.

 

Carmaker Total sales Dealer regos Head office regos Buyer regos Dealer, HO regos
Toyota 26,785 2307 266 24,482 9.6%
Ford 16,763 2313 1070 13,380 20.1%
Holden 14,337 2524 205 11,608 19.0%
Mazda 11,219 1710 177 9332 16.8%
Mitsubishi 9251 1270 274 7707 16.6%
Nissan 8626 1153 79 7394 14.2%
Hyundai 8376 763 1442 6172 26.3%
Suzuki 5311 759 232 4320 18.6%
Kia 5287 742 86 4459 15.6%
Volkswagen 5092 1328 248 3516 30.9%
Honda 3955 124 332 3499 11.5%
M-Benz 3436 968 97 2371 30.9%
Subaru 2660 597 19 2044 23.1%
Isuzu 2640 453 168 2019 23.5%
Ssangyong 2363 97 257 2009 14.9%
BMW 1860 779 7 1074 42.2%
Audi 1829 659 12 1158 36.6%
Jeep 1554 545 331 678 56.3%
Land Rover 1234 327 31 876 29.0%
Skoda 1207 215 108 884 26.7%
Fiat 1103 153 15 935 15.2%
LDV 1032 53 33 946 8.3%
Peugeot 802 225 19 559 30.4%
Lexus 720 223 42 455 36.8%
Volvo 607 207 47 353 41.8%
Mini 600 213 0 387 35.5%
Dodge 487 128 58 301 38.1%
Porsche 459 71 16 372 18.9%
Renault 428 105 9 314 26.6%
Jaguar 372 115 32 225 39.5%
Citroen 245 39 6 200 18.3%
Mahindra 231 41 0 190 17.7%
Alfa Romeo 106 34 26 46 56.6%
Maserati 64 20 0 44 31.2%
Ferrari 33 8 1 24 27.2%
Tesla 24 0 0 24 0.0%

 

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