Top Selling Car Brands in The World 2022
Toyota has been untouchable in the Australian automotive market for 25 years and looks like it is going to remain there for quite some time when you consider the gap in sales numbers between Toyota at the top of the latest sales lists and Mazda in second place. The Toyota HiLux is revered as a status symbol by many in the country, with some adding to this prestige through a personalized number plate on top of the vehicle itself.
There are always new challenges to face up to though, and with Mazda and the other legacy car brands looking to improve in the future, plus the incoming popularity and rise in interest in electric vehicles from Tesla and the like, could we see a shift in power away from Toyota in the future?
2022: A dominant Toyota
The HiLux claimed the crown as the top-selling Australian car in 2022, and Toyota remained the top-selling brand as a result. It has more than doubled the sales of Mazda in second place, with the HiLux, Landcruiser, Corolla, and RAV4 all contributing to its success. 1,081,429 cars were sold in 2022, a 3 per cent increase from 2021, with one in five new cars sold a Toyota.
The Toyota numbers were up 3.3 per cent from the year before with 231,050 sales. Mazda in second place sold 95,718, 5.3 per cent down from 2021. With other legacy brands struggling last year (Jeep was down 14.2 per cent, Nissan 35.8 percent, Skoda down 29.2 percent, to name just a few) it is difficult to see where the challenge will come from to push Toyota at the top of the Australian charts.
Chief Executive of the Federal Chamber of Automotive Industries, Tony Weber, stated that 2022 was a tough year though for Australian car brands and dealers. This was down to chip shortages, supply challenges, and global unrest that has impacted all walks of life since the beginning of 2020. He sees a brighter future in 2023, saying:
“While 2022 has been a year of resilience and recovery, 2023 is shaping up as one of the most significant in recent history, particularly in terms of the development of policies that set the direction for the future decarbonisation of the light vehicle fleet.”
How could Toyota shoot itself in the foot?
There is a culture of contradictions at Toyota that is difficult to understand from an outsider’s point of view. It is a successful international brand but when you look at it closely, it doesn’t seem to function in the way you would expect a company of that size and success on a global scale to act.
There is a lack of diversity in executive areas, with most being Japanese men, and executives are paid little compared to other brands of similar stature. The Toyoda family still holds incredible power too, adding to some odd functioning and characteristics.
A slow-moving juggernaut, this oddity of a brand could shoot itself in the foot potentially, but decades of massive sales and growth worldwide would appear to show it is there to stay, despite conventional wisdom saying otherwise.
Supply challenges in 2023
One of the challenges that all manufacturers face this year is with supplies. Toyota Australia has already confirmed that it is facing a struggle with production and supply issues this year, and do not expect things to improve until we get into the second half of the year.
There was already a 31.4 per cent drop in sales seen in February. Looking at things positively though, the demand for Toyota vehicles is still really high and over the course of the year they still expect to deliver more than 200,000 vehicles for the 19th time in 20 years, which is a staggering record.
Could Tesla provide a challenge?
2022 was a year in which Tesla benefited massively in Australia from higher fuel prices and government rebates and incentives. With the success of its Model 3 sedan, plus the launch of its Model Y SUV, Tesla dominated sales of electric vehicles (EV) in Australia, selling 19,594 of 33,410 electric vehicles sold in 2022. 3.1 per cent of all vehicles sold in the country were electric last year, and this figure will only rise as technology improves, as diesel and petrol vehicles are phased out, and the price points lower to make an EV a more realistic option for vehicle owners in the future.
It isn’t just Toyota feeling the pain of supply issues, with Mazda maintaining second place in the sales listings in February, but it was also down compared to previous sales figures. Compared with Toyota, Mazda sold around half of the Toyota volume, with Ford third, and Kia fourth.
With all other manufacturers also feeling the pinch with supply and production issues and a healthy lead in sales for Toyota already in place, it is difficult to see any other company overcoming them in the near future. Tesla and electric vehicles could provide stiffer competition in the future, but it still feels some way off before they are near the top of the sales charts.