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News - Market Insight - Market Insight 2025Market Insight: Measurable movement in JanTough times shift buyer preferences, leaving clear mark on new-vehicle sales chart10 Feb 2025 By MATT BROGAN THERE was movement in the top 10 as January new car sales figures suggested a change in buyer preferences, likely driven by tougher economic times.
Several manufacturers that graced the top 10 this time last year have stepped aside to allow new contenders in, while others have jockeyed for position at the top of the chart, presenting great news for some importers and signalling trouble for others.
Toyota of course remains adhered to first place, the Japanese importer’s January sales up 2.9 per cent on those of this time last year (or 521 units).
The Big T held a 19.9 per cent share of the market in the first month of 2024, and this year holds 21.2 market share points (up 1.3 per cent).
In second position, we Mazda remained unchanged from its January 2024 placement. The Hiroshima-based importer recorded 8322 deliveries in the first month of 2025, up 1.9 per cent on last year’s tally.
Similarly, Mazda held a 9.1 per cent share of the Australian market in January 2024, climbing to 9.6 per cent at the end of last month.
Also unchanged – in third position once more – is Detroit-based Ford. The Blue Oval recorded 6830 sales during January 2025 against 6624 units the year prior for a healthy increase of 3.1 per cent.
The only American car company in the top 10 enjoyed an increase in market share year-on-year, now sitting at 7.9 per cent.
In fourth position this January was South Korean importer Kia. Exchanging its position with sister brand Hyundai, Kia recorded a modest first-month increase of 0.2 per cent (to 5720 units).
Against its 2024 position, Kia now holds a 6.6 per cent slice of new-car-market action, or a gain of 0.2 percentage points.
Sitting comfortably in fifth position – unchanged from January 2024 – is Mitsubishi. The Japanese importer slipped several hundred sales in January 2025 to total 5681 units, down 3.9 per cent on the same period last year.
In terms of market share, Mitsubishi holds 6.5 per cent of the overall field, a decrease of 0.1 percentage points on the preceding year.
Sixth place for January 2025 went to Hyundai, the South Korean stalwart swapping places with sister company Kia’s January 2024 effort and tallying 5478 sales for the month – down a significant 11.1 per cent (or 684 units).
Hyundai’s market share fell accordingly to 6.3 per cent, a year-on-year reduction of 0.6 percentage points.
MG Motor remains glued to seventh position as we end the first month of 2025, the Chinese importer’s sales dropping 6.6 per cent to tally 3740 units (or 266 units fewer than the same time last year).
The Shanghai-headquartered and majority state-owned MG Motor held 4.3 per cent of the Australian market at the end of January, 0.2 percentage points down on the same time in 2024.
In eighth position was the second Chinese importer of the top 10, GWM. The Baoding-based producer sold 3433 new vehicles Down Under in the first month of 2025, or 309 more than in 2024 – a solid rise of 9.9 per cent.
GWM currently enjoys a 4.0 per cent of the market share, up from 3.5 per cent in January 2024.
In ninth place – returning to the top 10 in January 2025 – is Japanese importer Nissan.
Newer models and a recently announced 10-year warranty have given the Yokohama-headquartered car-maker a much needed shot in the arm, its first-month sales for 2025 totalling 3035 units – or 12.4 per cent more than the same time last year.
Nissan now holds a 3.5 per cent share of the Aussie market, compared with 3.0 per cent 12 months prior.
Finally, in tenth position once again, we find Subaru. A stalwart favourite among Australian buyers, Subaru lost ground in January 2025, accruing just 2924 sales, a 4.7 per cent drop compared with January 2024.
Subaru’s market share position is unchanged from January 2024, holding fast at 3.4 per cent.
Comparative January sales by Make (2024 vs 2025)*:
*Data supplied courtesy of the FCAI.  Read more4th of February 2025  Market Insight: 2023 vs 2024 best sellersHow much did Australia’s new-vehicle sales landscape change over the past 12 months?27th of January 2025  Market Insight: Car price stability returnsAverage new-vehicle prices climbed slightly in 2024 as supply-and-demand stabilised |
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