Market Insight: The ups and downs of 2025

Among the 56 marques covered in the Federal Chamber of Automotive Industries’ monthly VFACTS reports (and two by the Electric Vehicle Council), there is a handful of brands that consistently jostles for the top four positions behind dominant Toyota with each passing month. 

But further down the list, there are clearer signs that some brands are struggling – partly from an abundance of competition, and partly from a readjustment following supply-and-demand disruptions since the pandemic along with higher interest rates, cost-of-living pressures, a federal election and other economic factors affecting consumer and business confidence. 

Focusing on those importers with a market share of 1.1 per cent or more, there has been little growth from Australia’s number one importer, Toyota, up just 0.2 per cent since the same time last year. 

Mazda (up 2.0 per cent), Kia (up 1.8 per cent), and Hyundai (up 3.5 per cent) have shown incremental growth, while Ford and Mitsubishi have slipped, down 8.3 per cent and 8.7 per cent respectively. 

Away from the top of the table are more substantial differences in performance. GWM is climbing ever higher, up 14.2 per cent, while fellow Chinese importer MG Motor dipped considerably, down 10.5 per cent. 

Former favourite Nissan has almost slipped from the top 10 entirely, down 16.5 per cent year-on-year, while Isuzu Ute sales have plummeted by a devastating 27 per cent. 

Moving out of the top 10, several of Australia’s stalwart marques have yielded share to newer players. 

Honda has slipped 9.2 per cent, LDV 19.5 per cent, and Volkswagen 21.1 per cent, while electric vehicle pioneer Tesla dropped dramatically, down 75.9 per cent. 

Conversely, there has been varied growth among prestige entrants including BMW (up 4.6 per cent), Lexus (up 11.9 per cent), and Mercedes-Benz (up 20.5 per cent), though with far less volume than their mainstream counterparts. 

Perhaps most interesting, however, is the rise of two of Australia’s newer entrants, BYD and Chery. 

Seemingly arriving from nowhere just a few short years ago, these Chinese marques have captured the value-for-money and electrified markets well, growing their volume considerably to score year-on-year gains of 103.3 per cent and 234.0 per cent respectively. 

Speaking with GoAuto this week, Chery Australia chief operating officer Lucas Harris said the brand’s successes are born of its value-for-money positioning and close engagement with its national dealer network. 

“One of Chery’s core strengths is our value for money proposition, which is spearheaded by the multi-award-winning Tiggo 4,” he said. 

“Chery also offers a range of vehicle’s that meet the needs of Aussies in various stages of their lives. This ranges from the Tiggo 4, ideal for young drivers getting into their first new car, right up to the seven-seat Tiggo 8, perfect for growing families. 

“Working closely and engagement with our nation-wide dealer network is also a key focus for Chery and continuing to enhance these relationships as the business grows. 

“Finally, a comprehensive seven-year warranty ensures customer peace of mind.” 

While careful to note the shift in buyer habits that will likely accompany tougher economic times, Mr Harris said the Chinese importer will continue to work hard to ensure the brand goes from strength-to-strength, particularly with its incoming range of new energy vehicles. 

“The Australian new-car market is very unpredictable, so it’s hard to predict where we will be in 12 months,” he told GoAuto. 

“However, we aim to continue building on our strong results and further establish Chery as a competitive force in 2026 and beyond. 

“This will be assisted with the introduction of Chery’s New Energy model range, including the Chery’s Super Hybrid technology for Tiggo 7 and 8, and the Tiggo 4 HEV, providing drivers with greater choice and a range of technology solutions.” 

2025 YTD sales by marque*:

*Sales data courtesy of VFACTS