Alternative analysis of New Zealand fleet reveals some surprises

The Motor Trade Association (MTA) says an alternative analysis of the vehicles joining the national fleet provides very different results to those derived from standard reviews focussing on new cars only. Combining both the new and first time used imports that have been added to the New Zealand fleet over the last five years paints a very different picture, with a few surprises.

MTA spokesperson Ana Zandi says while there is no need to change the standard monthly analysis of new vehicle sales, looking at what vehicles are actually being added to our national fleet gives insights into more than just the car market.

“Everyone is aware that the fleet is aging, but it’s equally interesting to see what New Zealanders are choosing to buy. Sales results from 2006 through 2010 are surprising and in some cases unexpected. The list of our 10 most popular vehicles is a strong indicator that the market is changing as a result of people’s lifestyle choices, economic factors and the availability of used import vehicles out of Japan,” she says.

Not surprisingly, even in this ‘combined’ analysis, Toyota Corolla continued to remain the most popular new and used import model in the country with sales of 40,369 units. Largely on the back of consistent and substantial used import volumes, Subaru Legacy ranks in second place with sales of 24,470 units.

Despite there being no used imports of any significance to assist its total, Holden Commodore was the third most popular vehicle with sales of 21,115 units; maintaining this position in the future will be a considerable task given the continued reduction in the size of the large car segment.

Emphasising the demand for small cars, Suzuki Swift ranks fourth overall with 19,550 units; its strong new car performance supported by the steady demand for used imported models.

At the other end of the scale, and in fifth spot, was Honda Odyssey with sales of 16,105 units. While it enjoys only modest new car sales results, its standing is boosted hugely through its strength as a used import. The fact that models like Odyssey and Toyota Estima are so popular (7th spot and 14,709 units) highlights the ongoing demand amongst local buyers for people-movers.

Ms Zandi says changing demographics in certain parts of the country, mixed with the diverse needs of most New Zealand families, has propelled people movers to become a preferred vehicle choice. “Typically people-movers don’t figure when it comes to reviews of the new vehicle market, but when you look at the wider market, they’re a real force these days. We know people have shied away from traditional ‘big six’ type cars in recent times – now you can see where a lot of them have gone.”

It is also clear that the market has been providing opportunities for buyers to access ‘aspirational’ brands that might otherwise have been unavailable to them. Positioned in the new market as a prestige marque, and selling accordingly, the BMW 3 series is nevertheless the 10th most popular model on the market with sales of almost 13,000 units over the past five years, due mainly to its popularity as a used import.

Commenting, Ms Zandi says, “We don’t see this sort of analysis replacing the traditional view of the market, but it does offer a new window on just what Kiwi buyers are doing. It’s obvious we have our own range of needs that are being met through the market. The high volume of used imports makes ours a unique market in many respects, and to try to understand it without taking them into account can be somewhat misleading.”

Top 10 selling models new and first time used imports 2006–2010

Toyota Corolla 40,369 units

Subaru Legacy 24,470

Holden Commodore 21,115

Suzuki Swift 19,550

Honda Odyssey 16,105

Ford Falcon 15,222

Toyota Estima 14,709

Subaru Impreza 14,459

Nissan Primera 13,737

BMW 3 Series 12,922

ENDS

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