Yesterday we discussed those brands that have experienced above-average sales growth so far during 2015. Now it’s time to explore the other end of that spectrum.
In a market as competitive as Australia that is only growing at a mild rate (up 2 per cent this year after a flat 2014), any car maker that grows its sales invariably poaches them from someone else.
Here are some of those brands that have seen sales declines in January and February that they’ll be no doubt keen to address.
The biggest drop in registrations this year to date belongs to Ford, which has shed 2712 sales compared with this time last year, representing a drop of about 21 per cent. All models bar the EcoSport, Ranger 4x4 and Transit are down, with the Focus the biggest culprit. The company is no doubt eager for the updated model due in months.
Holden has dropped close to 8 per cent, down to 16,210 sales, with the faithful Commodore shedding 840 sales over two months. Other top-selling brands to take a hit, albeit a much smaller one, include Hyundai (down 0.3) and Mazda (down 2.8).
Fiat Chrysler Group
The Fiat Chrysler Group’s Australian growth has halted this year.
Alfa Romeo (down 42 per cent to 259, though with the new Giulietta just launching there have likely been stock issues), Chrysler (down 50 per cent to 122), Dodge (down 22 per cent to 207), Fiat (down 17 per cent to 849) and Fiat Professional (down 15 per cent to 156) have all taken hits.
Jeep is up 12 per cent, but all the models it offers that were also on sale at this time last year have dropped double-digits. Only the 1469 incremental Cherokee sales have put it in positive territory.
Chery has dropped 54 per cent to just 51 units, with the J1, J3 and J11 all plummeting. Likewise, fellow Chinese brand Great Wall has dropped 91 per cent to just 55 units. The future of the brand under current importer Ateco appears bleak.
Not such a Swede result