Competition hots up in new vehicle market in June

Media Release 06 July 2011

Competition hots up in new vehicle market in June

Motor Trade Association (MTA) said June new vehicle sales remained firm although they still reflect the supply position out of Japan. A new passenger vehicle market leader and a one-off surge in moped registrations were other features of the month.

Despite the shortage of some key models, the market seems to have adjusted quickly with buyers substituting those models on limited availability allowing the overall market to maintain a relatively firm tone.

Registration data just released by NZ Transport Agency shows the overall new vehicle market of 7,652 units was up 1,089 units (16 percent) compared to May 2011, but behind by 352 units ( 5 percent) compared to June 2010. For the year to date, overall sales are still ahead of 2010 by 2,554 units (6 percent).

New car sales of 5,365 units were ahead by 830 units (18 percent) compared to May 2011, but behind by 421 units (7 percent) compared to June 2010. For the year to date, new car sales are still ahead of 2010 by 1,009 units (3 percent).

New commercial vehicles maintained the strength they have been showing all year. June sales of 2,287 units were 259 units (13 percent) ahead compared to May 2011, and 69 units (3 percent) ahead compared to June 2010. For the year to date, new commercial sales are still well ahead of 2010 by 1,545 units (17 percent).

Commenting, MTA spokesperson Ian Stronach, Marketing and Communications General Manager said “This was another positive month for the industry, with signs of strength across all sectors. Buyers have obviously not held off purchasing, despite their preferred choice not always being available and the ongoing incentive of Fieldays Specials has also helped drive sales. With production for several leading Japanese manufacturers set to return to pre-tsunami levels quicker than originally thought, the market is likely to retain its somewhat dynamic edge for the coming months.”

There was a new leader in the new car market, with Hyundai making the most of a combination of good product availability and a relatively fresh model line-up to take the top spot. Sales of 609 units provided them with an 11 percent share of the market. Toyota bounced back, to a limited degree, finishing in second spot with sales of 574 units (11 percent share). In third place, just behind, was Holden with 564 units (10 percent share), followed by Ford with sales of 543 units (10 percent share), with Suzuki completing the top five with sales of 402 units (7 percent share).

There was a new leader in terms of the individual passenger car race. Holden Commodore lead the way with sales of 201 units, just a head of Suzuki Swift with sales of 196 units. Hyundai i30 took third spot with sales of 170 units, followed by Hyundai Getz with 152 sales and Holden Captiva on 148 sales.

Toyota maintained its dominance in the light commercial segment with HiLux sales of 500 units making it New Zealand’s top selling model overall. Nissan Navara also performed well with sales of 319 units for second place and Ford Ranger completed the top three with sales of 217 units.

Stronach added “With a new leader in the passenger car race, and an obvious determination for previous leaders to regain their relative positions, the market will remain as competitive as it always has. No-one ever wants to give ground, especially when you have reached top spot, so expect some innovative and aggressive marketing programmes in the coming months as competitors seek to redefine traditional expectations.”

The used import car market fell away somewhat during June. Sales of 6,570 units were 443 units (6 percent) behind compared to May 2011, and 832 units (11 percent) behind compared to June 2010. For the year to date, used import car sales are still behind 2010 by 2,908 units (7 percent).

The impending move to have all mopeds complied at the point of entry from 1 July onwards was probably responsible for the surge in sales of under 60cc scooters. Mopeds landed after 1 July will be subject to a full compliance check, meaning there was something of a rush to get units into New Zealand and registered before that occurred.

Overall, motorcycle sales of 677 units were ahead by 149 units (28 percent) compared to May 2011, and 287 units (73 percent) compared to June 2010. For the year to date, new motorcycle sales are now ahead of 2010 by just 20 units.

ends

© Scoop Media