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Toyota continues market domination

Dominance of Australian car market unshakeable for Toyota after 19 years at the top

10 Jan 2022

TOYOTA is celebrating its 19th year as Australia’s number one automotive brand, edging closer to breaking through the 250,000 annual sales mark.


Sales were up across the board for Toyota, with a strong mix of SUVs and hybrid sales lifting the brand to the top step for the 25th time.


The Australian car market battled a difficult 2021 of lockdowns, parts shortages and uneven supply to finish higher than the year prior, Toyota’s sales performance contributing to this uptick with deliveries up by 9.2 per cent to 223,642 units, despite poor supply of two of its flagship models, the RAV4 and new LandCruiser 300.


Almost three-quarters of RAV4 sales were hybrid, Toyota Australia president and CEO Matthew Callachor noting at a recent media conference that stock of petrol and hybrid models were difficult to secure.


Toyota Australia vice president of sales and marketing Sean Hanley said RAV4 wait times were up to 12 months and vowed to reduce the waitlist while apologising to Toyota customers and appreciating their patience.


Mr Hanley said 2022 would be a year of consolidation as the supply situation stabilises in the first quarter of the calendar year, with an expected improvement to production levels towards the end of the second calendar quarter. 


“For 2022, given what we know right now, our target is to increase sales beyond last year's total and maintain our market share above 20 per cent," he said.


In addition to the expected improvements in supply, Mr Hanley pointed out the imminent arrival of the new GR86 rear-wheel drive sportscar that goes into its second generation in partnership with Subaru.


Also due to arrive in 2022 is the Corolla Cross compact SUV, joining the burgeoning crossover range. The RAV4 will also have a hybrid option for every variant this year, the top-of-the-range Edge gaining an electrification option and the 70 Series LandCruiser will also receive an update.


Overall, Toyota’s hybrid sales cracked the 65,000 mark. Alongside with the RAV4’s 72.3 per cent, more than 80 percent of Camrys sold were hybrid models. The Corolla edged over the halfway mark to 50.9 per cent being hybrid sales and the Yaris achieved a solid 20.9 per cent hybrid mix, helped by the introduction of the Yaris Cross SUV variant.


Despite the various stock troubles, the HiLux took the overall top spot for the sixth year in a row, beating Ford’s soon-to-be-replaced Ranger, with dealers moving 52,801 units.


The Corolla (28,678) took first place in the passenger car market for the sixth year in a row and the Camry won the medium segment for a staggering 28th time in a row.


LandCruisers had a huge 2021, with 200 Series models going for well over list price in V8 form as buyers snapped up the final iteration of the big-banger. The old-stager 70 Series had a record year with 13,981 sales, the Prado an impressive 21,299 deliveries and the LandCruiser wagon’s 200 and 300 series moved a combined 12,652 units.


Mr Hanley said the order book for 2022 was strong and despite the ongoing delivery woes, order cancellations were “not above abnormal levels”, perhaps a function of an industry-wide problem as much as customer loyalty.


He concluded by saying: “We assure you we are doing everything we can to increase supply and get customers behind the wheel of their new Toyota as soon as possible.”

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