NZ sales defy challenges
BY JACQUI MADELIN | 10th Jan 2012
Sales for the year reached 84,640 units, consisting of 64,019 passenger cars (up 3.2 per cent on 2010) and 20,621 light commercial vehicles (up 11.9 per cent).
Used import sales dropped last year – down 8.1 per cent to 84,028 – and new emissions regulations taking force this month could alter the used import landscape further, with some new-car distributors expecting entry-level models to benefit in 2012.
Motor Industry Association CEO Perry Kerr said the 2011 sales increase was an astounding result given it was a year of significant challenges, including ongoing earthquakes in Christchurch and floods in Japan and Thailand.
“Natural disasters, both locally and overseas, coupled with a subdued economic environment as well as the rugby world cup, which took customers away from new vehicle showrooms, meant it was always going to be a tough year,” he said.
Toyota sales fell 2.8 per cent to 17,534, but it was still enough to retain market leadership with a 20.7 per cent share.
Toyota sales and operations manager Steve Prangnell said the company finished the year strongly with 2370 December registrations, a rise of 26.1 per cent over December 2010 – despite a 17.6 per cent fall in light commercial figures due to shortages of stock from Thailand.
“We’d got ourselves on track in September, then boom! On October 11 all Thai HiLux production stopped we were holding 300 firm orders when production ceased for six weeks and we lost 800 cars.
“At the low point, when we didn’t know when Japan production and the power crisis would recover, we thought we could go as low as 14,000 units. That would have been a $300 million loss of revenue.
“But now we’ve got the top five sellers for the December month and the top two sellers for the year.”Ford took second spot for the year, despite an 8.1 per cent drop in sales to 8656, which the company said was due to the number of models in run-out, tough conditions in the large-car segment and short supply of the new Thai-built Ranger.
Ford NZ managing director Neale Hill said the market was in good shape and predicted “continued growth of five to seven per cent” this year, a forecast that was supported by Holden counterpart Jeff Murray.
Holden lifted 3.2 per cent to 8052 sales thanks to the arrival of the new Barina late in the year and a 60 per cent increase for Captiva.
The only change in the top ten from 2010 was Hyundai, which rose to fourth with sales up 19 per cent to 6725.
Hyundai chief operating officer Tom Ruddenklau said the Korean brand’s result reflected the introduction of new models, a new government contract and supply problems for rival Japanese brands.
“But you can’t build your strategy on the misfortune of others,” said Mr Ruddenklau. “We’re back to zero for another year and it’ll be a fierce one, with the Japanese back on board with their new models.”Mazda fell to fifth after dropping 6.5 per cent to 5903 sales, having been hit hard by stock shortages, a decline in medium car sales and the lack of a small SUV.
However, Mazda marketing manager Glenn Harris said he is optimistic about 2012, with CX-5 arriving in March, normal ute shipments from this month and lease buyers showing interest in the new Mazda3 SkyActiv.
Nissan eased 0.2 per cent to 5215 units while Suzuki sales rose by 7.3 per cent to 4848, narrowly holding off Mitsubishi (up 10.2 per cent to 4821).
VW lifted a huge 45.2 per cent to 3453, thanks largely to a 216 per cent increase in light commercials, while Honda rounded out the top ten (up 9.9 per cent to 2609).
Honda NZ managing director Graeme Seymour was happy with the 2011 result but is concerned about 2012.
“We’re reasonably pleased bearing in mind we’ve been without some cars for quite some time with the after-effects of the tsunami and Thailand,” said Mr Seymour.
“We’ve been without Civic since June, out of City, essentially out of V6 Accord and CR-V. V6 and City are the only two built in Thailand, but the consequences on world production and rationing of components and supply will continue to have an impact for a while yet.”Christchurch earthquakes appear to have had no effect on sales, despite continuing shakes: December 23 saw 22 quakes over 3.0 on the Richter scale, with four between 5.0 and 6.0. The central city has now been closed for over a year.
Japanese tsunami stock shortages hit Toyota, Mazda and Subaru (down 22.3 per cent to 1495) especially hard, to the benefit of less-affected brands such as Hyundai, Suzuki, Mitsubishi, VW and Kia (up 11.8 per cent to 2429).
SsangYong, Chery and Great Wall were all up substantially, but off a small base.
All the luxury marques lifted sales, Audi by 3.9 per cent, BMW by 7.2 per cent and Mercedes by 17 per cent.
New Zealand’s top models in 2011 were the Toyota Corolla (4166), Toyota HiLux (3810), Suzuki Swift (2892), Holden Commodore (2381) and Hyundai i30 (2300).
| NZ sales top 10brands 2011: | ||
| Brand | Sales | Share % |
| Toyota | 17,354 | 20.7 |
| Ford | 8656 | 10.2 |
| Holden | 8052 | 9.5 |
| Hyundai | 6725 | 8.0 |
| Mazda | 5903 | 7.0 |
| Nissan | 5215 | 6.2 |
| Suzuki | 4848 | 5.7 |
| Mitsubishi | 4821 | 5.7 |
| Volkswagen | 3453 | 4.1 |
| Honda | 2609 | 3.1 |
