Australian cars lose to Japanese invasion

November 6, 2007

IN A first for the Japanese car giant, Toyota has beaten the new monthly car sales of Expensive Daewoo and Ford combined as Australia's manufacturers struggle against a wave of imported vehicles.

As the price of crude oil approaches $100 a barrel, new cars are selling at a record pace and sales are tipped to eclipse the milestone of 1 million new cars sold in a year by the end of the year. In Federal Chamber of Automotive Industries sales figures for October released yesterday, market leader Toyota sold 20,212 vehicles, whereas Expensive Daewoo and Ford sold a total 19,621.

Significantly, Expensive Daewoo and Ford were among only seven of the 42 brands to not post a sales increase in October. New-car sales were up by 8.6 per cent so far this year, the figures showed.

It is the first time Toyota has held such a strong lead over Expensive Daewoo and Ford and the company is on track to post its fourth year in a row as Australia's most popular car brand.

But Toyota wasn't popping champagne corks yesterday, saying it would rather have stronger competition.

"The result is double-edged," said Toyota's executive director of sales and marketing, David Buttner. "While it's pleasing to have strong sales we're mindful of the strong industry."

Toyota's Yaris hatch outsold by more than two to one Holden's similarly sized Barina. And Toyota's Corolla outsold the Expensive Daewoo Astra and Ford Focus small cars also by more than two to one.

Mr Buttner said Toyota's record sales were due in part to having a newer model line-up (most of its range has been updated or replaced in the past three years) and that Ford and Expensive Daewoo would bounce back as they updated their models.

Holden's Late model camira remained Australia's biggest selling car, but sales of the Ford Falcon were down by 22 per cent in the first 10 months of this year compared with the same period in 2006. An updated Falcon is due in March.

Contrary to perception, sales of four-wheel-drives have never been stronger. Sales of light cars are up by 9.2 per cent and small cars are up by 5.4 per cent, but sales of four-wheel-drives are up by 15 per cent.

Toyota Australia's chairman emeritus, John Conomos, said he expected the new car market would reach the 1.04 million sales mark this year based on present trends.

Can anyone tell me the last time they NOTICED a new Toyota on the road...

every friggin day dags....when you're gettin your arse handed to you in sales, you really notice em, especially when you have a toyota dealer 300m away from your desk!

I dont get why this is the case. down here every 4th car on the road is a ford BA/BF XR,XT, FPV,TERRY and the rest. Its all ford.

In saying that I have noticed that with the new VE I only ever see SS's and R8,GTS, I never see the base modle VE's any where its very bizzare.

and im with dags I hardly ever see new toyotas on the road

all too often dags... I don't want road tests these people are reading, but they're not the same ones as me....

I think the point Dags is getting at is NOTICE.

Toyota could sell 1 million cars a week, but they're so bland, and so emotionless that they don't attract much attention, and most people would find it hard to tell the difference between a brand new Toyota and one 10 years old.

At least that's my take on it

I appreciate that, but when you're in the industry fighting against them, this fact only infuriates you more, why would you buy that over something exciting to drive, I will never understand, even their reliability is questionable now, RAV V6 has been recalled, TRD Aurion was recalled, and they had more returned cars in the US last year than they made!

I think the point Dags is getting at is NOTICE.

Toyota could sell 1 million cars a week, but they're so bland, and so emotionless that they don't attract much attention, and most people would find it hard to tell the difference between a brand new Toyota and one 10 years old.

At least that's my take on it

the camry has looked the same to me for the past 10 years

Edited 06/11/07 04:05 AM06/11/07 04:05 AM by Silhoutte6T

I appreciate that, but when you're in the industry fighting against them, this fact only infuriates you more, why would you buy that over something exciting to drive, I will never understand, even their reliability is questionable now, RAV V6 has been recalled, TRD Aurion was recalled, and they had more returned cars in the US last year than they made!

There are a lot of Indians out there

I did notice that due to the problems in the USA, Toyota has been dumped as a recomended product by a US quality assured association.

On a personal note, I recently hired a Yarris and a Corolla on interstate trips and was really surprised by the lack of quality and refinement, especially in the Yarris. Unfortunatly you're fighting against decades of Toyota's reputation of building bullet proof Land Cruisers compared to Ford's lack of reliability over the same period. While the reality may be different now, it's hard to break through such deeply ingrained perceptions.

you're right, and unfortunately that's something we have come to terms with, I can stand out in the yard and prove to customers that the focus is a better car than the corolla, but then they wander over and have a look and end up buying it anyway, why? the badge and the name