Sales gloom lifts a little in NZ

NEW Zealand’s new-vehicle market might have turned the corner last month, with passenger-car volume lifting 12.9 per cent over April, to 3979 units, and commercial vehicles rising 9.1 per cent to 1314 registrations.

Passenger-car numbers for May were still down 30 per cent per cent on the same month last year, while combined passenger and commercials declined 30.7 per cent over the same period and are now down 32.7 per cent year to date.

However, the rate of decline compares well with April, when sales were down 36.5 per cent, indicating that the market might be nearing the bottom.

Used import registrations in May rose nine per cent on April, to 5211 for the month, while the 25,155 YTD figure is 43 per cent down on the tally at this time last year.

Toyota again led the new-vehicle market with 1060 sales and a 20.03 per cent share for the month. That’s 14.4 per cent down on April, and 11.3 per cent down on May last year, while the May 2009 YTD total of 5185 for 18.5 per cent share is down 34.7 per cent on YTD May 2008.

Ford held second place with 644 sales overall (12.17 per cent share), 10 per cent better than April, while its YTD figure of 3509 sales represents a 22.7 drop from May 2008 YTD figures, but an increase in share from last year’s 10.9 per cent to this year’s 12.5.

Left: Holden Cruze.

Holden is holding on to third place YTD, with 2601 sales, despite a 49.6 per cent fall in overall sales compared with May last year. Its total of 400 sales saw it drop to sixth place overall for the month.

Holden NZ managing director Simon Carr attributed the fall to the brand’s below-par performance at the smaller end of the market. Improvements are expected when the all-new Cruze is launched on July 1.

YTD, Holden has sold 2601 vehicles for a 9.2 per cent share. However, it is coming under pressure from Hyundai and Mazda. Hyundai took third spot in May with 443 vehicle sales for 8.3 per cent share. That is 17.2 per cent up on its April volume of 367 units. This time last year Hyundai was ninth overall, with a market share for May 2008 of 5.2 per cent.

Mazda managed 420 sales for a 7.9 per cent share for the month, enough to be ahead of Holden, Suzuki (369), Honda (221), Kia (175) and Mitsubishi (165).

That puts it in fifth for the month – one down on last year but with a similar share for the month – and fourth overall. YTD it has racked up 2368 sales and 8.4 per cent share to be closing in fast on Holden.

Suzuki was down 26.8 per cent for the month, while Nissan bucked the trend in May, thanks to three new-model launches. Its 303 passenger-car sales in May were well up on April’s 189 and May 2008’s 247. These sales helped boost the company’s total figure, the 421 sales a 22.1 per cent rise on April, although still 23.8 per cent down on May 2008’s vehicle tally.

Nissan marketing operations manager Peter Merrie said all three new models – Qashqai (Dualis), Maxima and Murano – had sold out. “We retailed more than we expected we would,” he said. Mr Merrie said June might see an emphasis on commercial vehicles due to the New Zealand National Agricultural Fieldays.

Honda is clinging to eighth spot YTD, despite raising prices by more than double the rate of most of its rivals. Its May sales tally of 221 units and 4.1 per cent share were level pegging with April, but represent a 47.6 per cent drop from May 2008’s 421 sales and 5.5 per cent share.

Kia and VW make up the best of the rest, with the Korean company overtaking the German importer for YTD honours on the strength of its new Cerato. However, Kia dealers reported customer resistance to the new Soul’s price in a conservative market – a factor in Kia’s decision to cut the top-billing Soul Burner’s price by $3000.

Mitsubishi managed just 165 sales last month for a 3.1 per cent market share. That’s a massive 67.6 per cent fewer sales than May 2008, when it held 6.6 per cent share overall for the month.

Mitsubishi Motors NZ general manager sales and marketing Peter Wilkins said the brand was changing tactics and ramping up its marketing efforts. He said the “free goat with every Triton” campaign drew international attention and he expected strong commercial sales on the back of this week’s Fieldays at Mystery Creek.

Mitsubishi has also kick-started a passenger-car promotion and cut Colt prices to $19,990, confident a stronger exchange rate will be maintained.

NZ top 10 brands, May 2009:
Rank	Make	Sales	% Share
1	Toyota	1060	20.03%
2	Ford	644	12.17%
3	Hyundai	443	8.37%
4	Nissan	421	7.95%
5	Mazda	420	7.94%
6	Holden	400	7.56%
7	Suzuki	369	6.97%
8	Honda	221	4.18%
9	Kia	175	3.31%
10	Mitsubishi	165	3.12%

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Exchange rates add to NZ woe

Toyota pain, Hyundai gain in NZ