Passenger cars give NZ market 20% lift
BY JACQUI MADELIN | 7th May 2010
The 5688 April total was boosted by a 30 per cent increase in passenger car sales, to 4585 units, while commercial vehicle registrations fell 8.4 per cent, to 1103.
NZ Motor Industry Association CEO Perry Kerr said the new-vehicle industry was happy with these numbers. "April is traditionally a quiet month, as sales slow with the Easter break and with school holidays," he said.
”Dealers I have spoken with are reporting good levels of enquiry, but they are also commenting they do not have enough good quality near-new used stock, which is putting pressure on prices.”The shortage of good used cars is a consequence of historically low new-car sales throughout 2009.
Last month, used import vehicle sales rose 45.7 per cent, to 7265. In new vehicles, Toyota's Corolla was still NZ's top-selling model, followed by Suzuki Swift and Holden Commodore.
Toyota was again top dog with 1078 sales in April, up 18.7 per cent, for 18.95 per cent market share.
Second-placed Ford’s sales were up 13.3 per cent, to 656 vehicles and a 11.53 per cent share.
Holden was third with 619, up 41.3 per cent.
Holden NZ managing director Simon Carr confirmed increased enquiry across all sectors, and reported good sales across several segments.
"Over the last three months there has been very little rental business, so underlying demand is improving month on month, which is very encouraging," he said.
Mazda holds fourth place with 455 sales, up 14.9 per cent. Hyundai tallied 442 sales - up 20.4 per cent, despite supply constraint for ix35.
Suzuki's 354 sales place it sixth for April, down 3.7 per cent. It expects a boost in May when Kizashi takes it into a new segment.
Nissan's 350 total marked a 6.7 per cent rise, but Mitsubishi was the big mover, its 292 sales representing a 102.8 per cent jump over April last year when the brand’s sales plunged.
Mitsubishi’s head of sales and marketing strategy, Daniel Cook, said that this year, the company’s Diamond Advantage warranty was starting to hit home.
“We began seeing the effect in January, stronger in February and March,” he said.
“At least five per cent of buyers register it as a primary reason for purchase. We expect that to plateau in the next few months.
"It's really got our dealer network motivated and enthusiastic, so it looks as if we're in for a good year. Halleluiah."Meanwhile, Honda sales were finally in the black, with April's 257 sales up 17.4 per cent ahead on April 2009.
Honda NZ managing director Graeme Seymour said private buyers were slowly returning, along with confidence.
Honda is reliant on private sales which dropped 38 per cent last year.
Mr Seymour remains cautious: "Given Europe has still not settled we are still in uncertain times."VW was best of the Euros, its 163 sales down 4.3 per cent, a whisker ahead of Subaru, its 157 sales marking a 72.5 per cent rise.
VW NZ general manager Dean Sheed said April was a good month in an average year, thanks to fleet business.
Mr Sheed expects 15 to 20 per cent more sales this year. "We're looking at fourth quarter for the Amarok ute which will double our business overnight," he said.
As for Subaru, business development manager Peter Douglas-Bell said sales of Outback and Legacy remained strong, with conquest buyers stepping out of six-cylinder cars and into fours.
Audi (111) and BMW (97) are up 40.6 and 67.2 per cent up respectively, while Mercedes (92) rose 4.5 per cent.
Mercedes national sales manager Shae Wright puts that into perspective: "Last year our sales were above 2008 in a market that was down.
"We expect to continue the year stronger. We are third in the luxury market and not settling for that position." Year to date, new-vehicle sales are up 10.1 per cent, with Toyota (4949), Holden (2716) and Ford (2545) top three.
Of the mainstream brands, only Honda and Ford have not increased sales.
| NZ top 10 makes April 2010 | |||
| Rank | Make | Sales | % Share |
| 1 | Toyota | 1078 | 18.95% |
| 2 | Ford | 656 | 11.53% |
| 3 | Holden | 619 | 10.88% |
| 4 | Mazda | 455 | 8.00% |
| 5 | Hyundai | 442 | 7.77% |
| 6 | Suzuki | 354 | 6.22% |
| 7 | Nissan | 350 | 6.15% |
| 8 | Mitsubishi | 292 | 5.13% |
| 9 | Honda | 257 | 4.52% |
| 10 | Volkswagen | 163 | 2.87% |
