Socially, economically and politically eventful, 2021 has been a year of change. Among lockdowns, work from home and significantly different experiences for many, one constant has been the relative health of the new car market – especially so in the face of production and other stock pressures.
Official VFACTS sales figures indicate 816,140 new vehicles have been registered to the end of September 2021¹, and pundits suggest another seven-figure total will be eminently achievable before the year is out.
So, which segments, makes and models have outperformed so far, and which ones appear to be on the nose?
Segment surprises
SUVs have accounted for over half of new vehicle sales so far in 2021, while the increasing competition in the Light Commercial segment has seen it overtake Passenger’s market share to become the second biggest new vehicle sector.
The surge in SUV has been largely driven by the Light sub-category, which has recorded 114 per cent year-on-year growth and 40,729 sales.
While a solid number of new models including the Kia Stonic (5601 sales YTD) and Toyota Yaris Cross (6143 sales YTD) have significantly upped the ante, it’s the evergreen Mazda CX-3 (11,250) that continues to lead the segment.
Sonia Singh, Mazda Australia’s Senior Manager, PR and Corporate Communications told AMW that the CX-3’s 2015 launch “set in motion rapid growth in its category”.
“A constant focus on evolution and improvement has helped CX-3 remain a strong proposition in its segment, with an unrivalled combination of style, safety and value-for money. It also remains a truly engaging drive,” Singh said.
Big movement in little cars
Not all the big changes have been in SUVs, however. A surprising growth story is in the Micro passenger segment, which jumped 74.2 per cent to 6276 sales while other passenger segments – most notably Large (3899, -3.4 per cent, not a significant size) and Small (87,392, -3.5 per cent, highly significant size) – floundered.
All three Micro cars have improved, with the Fiat 500 / Abarth on 449 sales (up 26.1 per cent), the freshly updated Kia Picanto on 5312 (up 87.7 per cent) and Mitsubishi Mirage on 695 (up 35.5 per cent). With our increasingly busy cities and post-COVID preferences for personal (rather than public) transport likely to continue, the Micro growth trend is likely to continue.
Supply has been consistent with Picanto and that has helped with its growth this year. I think COVID has made potential customers think about safe, efficient, affordable, reliable mobility. Picanto fulfils all of those,” said David Meredith, Kia Australia’s Chief Operating Officer.
Market segmentation to September 2021¹
| Segment | 2021 YTD sales | Sales growth | Market share |
| SUV | 416,275 | 32.6% | 51.0% |
| Light Commercial | 193,772 | 36.0% | 23.7% |
| Passenger | 174,276 | 6.5% | 21.4% |
| Heavy Commercial | 31,817 | 28.5% | 3.9% |
Making it… or faking it?
This year has also been a narrative of new brands grabbing share – be that because of value-based offers or simply the opportunity of having stock in the right place at the right time.
The rise of reborn MG, a brand once famous for quintessential British roadsters but now reinvented as a volume brand under Chinese ownership, has quickly become a serious player in Australia with its smartly targeted advertising, differentiated designs and strong customer value proposition.
Sales of its MG3 light hatch prove that, even as established players are pushing upmarket, there remains volume in the value play… and it doesn’t matter if the product is not cutting edge.
MG3 now owns the ‘Light < $25,000’ space, increasing from a 19.0 per cent share at September 2020 (YTD) to 30.3 per cent in September 2021 (YTD). Next up is the Kia Rio, which has attracted 13.3 per cent YTD.
While MG’s HS Medium SUV has also increased its market share (from 1.7 per cent September 2020 YTD to 4.1 per cent September 2021), it’s the ZS SUV – and its newer ZST offshoot – that’s really taken off.
The MG ZS’s 13,740 sales YTD give it a 14.4 per cent market share to lead the ‘Medium SUV < $40,000’ segment, one of the most hotly contested spaced in the Australian market with Hyundai’s Kona, Mitsubishi’s ASX and Mazda’s CX-30 all over 10,000 sales YTD.
“MG Motor Australia has been fortunate enough to enjoy a strong period of growth in 2020 and 2021. A focus on value, safety and customer satisfaction, as well as consistency of supply, are key drivers to this growth,” a MG Motor Australia spokesperson told AMW, adding that the 78-strong national dealer network has contributed to this success with a “strong foundation that has, for the most part, been on board with MG (in its current form) since its earliest days.”
“MG Motor has been fortunate enough to weather the supply chain storm of recent months. There are more than 10,000 MG vehicles due into Australia in October/November.
“MG Motor also plans to offer more Australians access to new energy vehicles, as well as to the infrastructure that supports the switch to EV,” they said.
The MG effect¹
| Model | 2020 YTD sales | 2021 YTD sales | Change |
| HS | 1863 | 4862 | 161.0% |
| MG3 | 4947 | 10,276 | 107.7% |
| ZS | 2817 | 13,740 | 387.8% |
| Total | 9628* | 28,878 | 199.9% |
Source: Federal Chamber of Automotive Industries New Vehicle Sales, September 2021
*Includes 1 MG GS sold in 2020
Focusing off the road
A focused two-model approach and fresh product has assisted Isuzu Ute’s climb up the sales charts. The brand benefitted from a new D-MAX Ute in 2020 and the MU-X Large SUV has been renewed in 2021.
The MU-X trails only the ubiquitous Toyota Prado in the ‘SUV Large < $70,000’ segment, its 8431 September 2021 YTD figure equating to 9.6 per cent market share; up from 5020 and 8.0 per cent recorded in September 2020 (YTD).
D-MAX also holds silver in the ‘Pickup / Cab Chassis 4 x 2’ field with 4979 sales and a 20.9 per cent market share (against 2545 and 13.7 per cent in 2020), and a creditable bronze (behind the inevitable Ranger / HiLux brawl) in the 4 x 4 equivalent, hitting 15,027 sales for 10.2 per cent market share, compared to 6081 and only 5.6 per cent the previous year.
Combined, the Isuzu Ute brand sits on a solid 28,437 sales YTD, up 108.4 per cent.
Brand building
Another brand reshuffle for former Fiat Chrysler and Peugeot Citroen nameplates to combine under the Stellantis umbrella has seen mixed results.
With a combination of factory and agency distributorships in Australia, the Stellantis brands have fared as follows (September 2021 YTD versus September 2020 YTD):
- Alfa Romeo (factory), down 10.9 per cent to 491 sales
- Chrysler (factory), down 28 per cent to 139 sales
- Fiat (factory), down 5.9 per cent to 449 sales
- Fiat Professional (factory), up 46.6 per cent to 837 sales
- Jeep (factory), up 57.6 per cent to 5976 sales
- Maserati (ATECO), up 10.9 per cent to 407 sales
- Peugeot (factory), up 27.9 per cent to 1989 sales
- RAM (ATECO), up 12.9 per cent to 2865 sales
Essentially, the brands with higher exposure to SUV and commercial segments are supporting the purer passenger plays. Although far from its halcyon days in terms of volume, Peugeot’s relative success proves the point, with 438 of its 1989 sales split between its Expert and Partner light commercials… and an authoritative 1272 sales across its 2008 small and 3008 medium SUVs.
Model citizens
What do a Nissan JUKE, Volkswagen Multivan and BMW 4 Series have in common?
Their sales have all grown more than 200 per cent in 2021.
Our disparate trio may have come off low 2020 bases, but each has forced itself up the leaderboards with strengthening segment shares.
The new Juke was introduced in mid-2020 with a fresh design; one that put the previous stylistic stigma behind it.
In a segment with significant new players in the Toyota Yaris Cross and Kia Stonic, Juke’s market share has gone from 2.4 per cent of the ‘SUV Light’ pie to 4.5 per cent.
“Excitingly the new Juke has resonated with our customers and since the beginning of this year has seen a strong increase in sales. Customers are telling us they love the new design and that the new Juke is loaded with features – designed to ensure that driving is a pleasure and convenience is at their fingertips,” said a Nissan spokesperson.
People-movers have received a large chunk of advertising attention in 2021, with new models from Kia and now Hyundai highly prominent.
In contrast, Volkswagen quietly updated its Multivan offer in early-2021, surging its way from a 4.0 per cent share of the ‘People Mover < $60,000’ segment to 10.2 per cent; impressive in a segment that has grown 48.5 per cent to a 7743 September YTD figure.
Paddle-shifting into sports cars, the new BMW 4 Series Coupe / Convertible range has surprised, rapidly closing on its Mercedes-Benz C-Class Coupe / Convertible nemesis in the ‘Sports Cars > $80,000’ segment.
From only 276 sales and 11.1 per cent market share YTD September 2020, the 4 Series has leapt to 867 sales YTD September 2021, for 29.7 per cent share… and only 37 units behind the C-Class.
Opposites attractive
| Model | 2020 YTD sales | 2021 YTD sales | Change |
| Nissan JUKE | 448 | 1818 | 305.8% |
| Volkswagen Multivan | 211 | 791 | 274.9% |
| BMW 4 Series | 276 | 867 | 214.1% |
Top targeting tip
Keen to capitalise on the hot segments, further support a model’s sales success or re-establish a brand’s identity?
The new Carsales Audience Hubs match content to consumer, assisting them along their research and purchase journey from one convenient place.
¹Federal Chamber of Automotive Industries New Vehicle Sales, September 2021
