2024 new-car sales in Australia: Automotive winners and losers

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Last year was the biggest sales year in Australian automotive history, but that doesn't mean it was all smooth sailing for brands and segments across the industry.

As with every year, there are winners and losers, but some more so than others.

With the automotive landscape changing rapidly in the march towards electrification, here are the highs and lows of 2024 according to sales data.

Winner – Hybrids

If there was a theme to 2024, it would be the year of the hybrid.

Clearly, Toyota isn't the only brand that sees merit in plugless petrol-electric fuel-saving technology, as others like Hyundai, Kia, Nissan, GWM, and Honda all fielded major models sporting hybrid powertrains that saw overall sales surge 76 per cent to 172,696 units.

And adding plug-in hybrid electric vehicles (PHEVs) to the mix, that adds another 23,163 (+100.2%) units to the bottom lines.

This means 195,859 hybrids (including PHEVs) were sold last year, accounting for a significant 15.8 per cent of overall new-car sales.

Loser – VW, Cupra, Skoda, Audi, Bentley

The majority of brands under the Volkswagen Group umbrella suffered last year with sales down for VW, Cupra, Skoda, Audi and Bentley.

Only Porsche and Lamborghini came through the year in positive territory – albeit slightly.

Bentley was down 20.1 per cent to 183 units, while Audi was down 19.5 per cent to 15,333 (trailing compatriot rivals BMW on 26,341 and Mercedes-Benz on 19,989).

Cupra was down 37.9 per cent to 2339 sales, Skoda was down 37.3 per cent to 5015, and VW suffered a 16.8 per cent decrease to 36,480 units.

The sales dip across the five brands is easily explained by new-model changeovers and the fact that exciting new-generation cars are only coming online in earnest in 2025.

A new VW Tiguan SUV is due mid-year, following the arrival of the VW ID.4 electric SUV and new Skoda Kodiaq petrol SUV early in the year – plus a number of Cupra petrol, hybrid and electric cars throughout 2025.

Winner – Nissan

Beleaguered brand Nissan might be facing turmoil overall, but here in Australia the Japanese brand is finding success thanks to a rejuvenated product line-up.

The Juke, Pathfinder and X-Trail SUVs all broke new ground in 2024 – the second full year on sale for the latter two after new-generation models launched at the end of 2022.

The Qashqai is also relatively new to market, but its sales dipped 0.8 per cent.

Nissan's ageing V8-powered Patrol off-roader, to be replaced by a new model with a twin-turbocharged V6 in late 2026, is also continuing to sell strongly, increasing sales by 6.2 per cent to 6560.

However, a surprise win for Nissan in 2024 is the sales performance of the Navara ute, which cumulatively notched up 10,063 sales in 4×2 and 4×4 form, a 15 per cent increase over 2023's tally of 8499 units.

Loser – Mazda

Mazda was once the clear number two brand in Australia, but last year saw it slip to number three.

While the brand has never stated a specific rank as its target, it has always aimed to achieve around 100,000 annual sales – a goal it fell short of in 2024.

With a 95,987 (-4%) tally, Mazda isn't far off the mark, and having launched the CX-70 and CX-80 models late in the year, it was a close race to the finish.

However, Mazda's run-rate is simply a byproduct of product lifecycle, with big-sellers like the BT-50 ute and CX-5 family SUV soon to be replaced by fresh versions that should sell in larger numbers.

What kept Mazda numbers high however, were strong showings from the CX-3 (+17%), Mazda 3 (+16%), CX-60 (+46%) and CX-90 (+54.6%).

Now with the full assortment of product on stream, expect Mazda to hit that 100,000 target this year.

Winner – BYD

BYD set ambitious targets for itself in 2024, stating it wanted to double its 2023 performance, and while it fell short with just a 64.5 per cent increase to its bottom line, its still an impressive feat nonetheless.

Fielding just four models, the most popular in 2024 was the Tesla Model 3-rivalling Seal electric car, finding 6393 new homes after launching in late 2023.

However, on a per-month basis, the Sealion 6 plug-in hybrid family SUV would be BYD's most popular model after launching around the middle of the year and already notching 6198 sales.

The Atto 3 electric SUV also continues to sell well with 5751 units moved in 2024, despite that number being a 47.9 per cent decrease compared to 2023.

Finally, the Dolphin hatchback began hitting its stride as one of the most affordable EVs in Australia in 2024, increasing its share by 128.8 per cent to 2116.

However, 2025 will be the year of the Shark 6 for BYD, as its first ute and the country's first plug-in hybrid utility begins deliveries later this month.

BYD has a goal of doubling its sales again in 2025, and based on the strong launch interest for the Shark 6 ute, it could very well get there this year.

Loser – Genesis

Burgeoning luxury brand Genesis did not have it easy in 2024, and its bottom-line shows.

With just 1400 new registrations to its name, a 26.9 per cent drop, Hyundai's luxury arm sold less than even the Fiat Ducato (1478 sales).

However, there is a reason for that, given the GV80 and GV70 were both refreshed in 2024, and an update to the GV60 electric car is incoming this year.

Still, the G70 mid-sizer notched only 45 sales the entire year, while the G80 found 57 new homes.

With the high-performance Magma brand incoming, it might revitalise interest in Genesis, but the Hyundai sub-brand has a long way to go before it can match the likes of Lexus and Audi in popularity.

Winner – Ford

Ford Australia cracked 100,000 sales for the first time in decades in 2024, and also took out the overall number one selling model spot with its Ranger ute.

Despite the majority of its sales from the aforementioned Ranger and related Everest SUV (nearly 90%, in fact), its still no mean feat to crack a six-figure total.

And, impressively, Ford has done it without any smaller family SUVs, light hatchback, small car or mid-size sedan in its stable, with the Escape, Fiesta, Focus and Mondeo now relegated to the history books in Australia.

Accounting for the final 10 per cent of its sales is the F-150 full-sized ute, Mustang sports car, Mustang Mach-E EV, and its range of vans including Transit and Tourneo.

With competition heating up in the ute space in 2025, it remains to be seen if the Blue Oval brand can repeat 2024's success this year.

Loser – Jeep

Jeep has largely been on the downward trajectory since for the better part of a decade, and last year did not see the SUV brand reversing its fortunes.

Notching up a 2377 total tally, Jeep sales were down 48.7 per cent compared to 2023.

All Jeep models saw double-digit declines in 2024, with the Compass (-66.1% to 493), Gladiator (-36.5% to 515) and Wrangler (-34.5% to 724) struggling in market against rivals.

However, it is the Grand Cherokee, which has only refreshed with a new-generation model nearly three years ago, which stands out the most, dropping 48.3 per cent of its 2023 sales for a 645 total in 2024.

To put it into perspective, just the sole SsangYong Musso nameplate outsold the entire Jeep portfolio in 2024.

Despite this, Jeep remains committed to the Australian market, and this year will see the introduction of the revised Gladiator to try and revive interest in the brand.

Winner – Mitsubishi

Mitsubishi put on a surprisingly strong performance in 2024 after coming down from its record-setting 84,944 tally in 2018.

Selling 74,547 vehicles last year, a 17.4 per cent increase over 2023, Mitsubishi ended up in fifth spot overall.

The Outlander continues to be the brand's best seller, finding 27,613 (+13.8%) new homes in 2024 despite the current second-generation version launching back in 2022 and due for an update later this year.

Aside from Outlander, the ageing ASX continues to post strong numbers, 12,330 sales (+34.4%), having first launched back in 2010.

Eclipse Cross, Pajero Sport and Triton also saw growth in 2024, the latter having launched a new-generation version early last year.

Loser – LDV

While other Chinese brands like BYD and GWM continue to find growth, its focus on the commercial sector seems to have limited LDV's potential.

Last year, LDV sold 16,022 units down 24.8 per cent compared to 2023, largely due to falling interest for its T60 Max ute line-up.

LDV's Ford Ranger rival decreased 30.2 per cent in volume to 6302 units last year, but with its successor, known as the Terron 9, is due to land in local showrooms this year to shine the spotlight back on the Chinese brand.

Outside of its ute, the mechanically related D90 SUV has also been significantly updated, and van models like the Deliver 7 and Deliver 9, and the Mifa people mover, continue to add to LDV's bottom line.  

Winner – Toyota

The largest selling brand in Australia, for another year, Toyota managed to sell 241,296 units in 2024 – an increase of 12.1 per cent compared to 2023.

This means that nearly one in every four new cars were sold last year with a Toyota badge, led by the RAV4 family SUV and HiLux workhorse.

The brand's play in 2024 to move all its passenger cars and SUVs to hybrid only engines has clearly not stymied interest, but a large part of Toyota's success last year was catching up on a deep order bank for the RAV4.

However, there are more competitors in 2025 than ever before to Toyota's two top-selling models, so it remains to be seen if the brand can replicate last year's success over the next 12 months.

Loser – MG

Although MG is still posting solid sales results, tallying 50,592 units in 2024, last year saw a decrease of 13.3 per cent in sales compared to the prior 12 months.

With the changeover of significant models like the MG3, HS and ZS all happening last year – which also saw prices increase in line with improvements to equipment levels – it's only natural to see a dip in interest.

The two bright spots for MG last year were with the all-electric MG4, increasing its sales total by 121.3 per cent to 6934 units off the back of significant discounts that made it the most affordable electric car in the country, and the MG5, an affordable small sedan that increased its sales by 61.4 per cent to 3871.

With a full year of sales for the new MG3, ZS and HS – as well as more powertrain options for the latter being introduced later this year – MG sales are expected to grow again in 2025.

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