ASH8

Richard Blackburn, drive.com.au, February 3, 2009

The imported Mazda3 small car was the best-selling vehicle in Australia last month, adding to the woes of the local car industry.

January was a month to forget for the local car industry, with the imported Mazda3 small car knocking the Holden Commodore off its perch as Australia's top-selling car - and Mazda outselling Ford for the first time.

Official figures are yet to be released, but the car companies exchange information at the end of each month and an industry insider with access to the figures has confirmed the sales boil-over to Drive.

The local industry has been under siege from imported cars in recent years and the once dominant Commodore has now been outsold by three imported cars in the past twelve months, with the Toyota Corolla and HiLux both snatching the monthly sales crown during 2008.

January is believed to be the first time an import-only brand has landed in the top three selling car makers in the country.

The local car makers traditionally have trouble selling cars in January because they sell mainly to fleet buyers, who don’t usually change over their cars over the holiday period.

But the result will still send shockwaves through Ford’s Broadmeadows headquarters, which is struggling to deal with critically low sales of its bread and butter large vehicles, the Falcon sedan and ute and the Territory off-roader.

Falcon sales were up by about 400 units on last January’s dismal 1252 sales, but Territory sales dipped by roughly 40 per cent.

Spokeswoman Sinead McAlary says the company has seen preliminary sales figures for January but won’t discuss its result until the official figures are released on Wednesday.

Mazda also declined to comment until the figures were released.

The result reflects the enormous challenge facing the country's three manufacturers. With the global car industry in freefall, sluggish sales of Australian-built cars threaten the viability of the local industry.

Australia's car plants already operate on low volumes by world standards and all three manufacturers are planning to introduce new model lines to improve their chances of survival in a shrinking market.

No-one in the industry is likely to be rejoicing this month, with initial figures indicating sales are down by roughly 18 per cent on last January.

One car maker who has bucked the trend is Hyundai, which appears to have discovered a silver lining in the current economic gloom.

Spokesman Ben Hershman says the maker’s sales are up by close to 17 per cent and he believes recession-hit consumers are looking for a bargain.

“We have responded to the fact that people are looking to tighten their belts with some great deals and I guess people recognise us as a value-for-money brand,” he says.

The result continues a trend away from large, locally-built vehicles to small imports. Market leader Toyota is also struggling to sell its locally-built cars, the Aurion and Camry.

Last year, the Toyota Corolla came close to claiming the annual sales crown from the Commodore, while the Mazda3 small car was the top selling vehicle to private buyers.

Holden also struggled to make an impact in January, with sales reportedly down by about 15 per cent, while market leader Toyota had a horror start to the year with sales down by roughly 25 per cent.

ASH8

Mazda Australia are gunning for Toyota and top spot I have been told from a good source!....can they do it, do they have the dealer network and distribution network to do it?

thisllub

The 323 / Laser was always popular.
I know people who wouldn't think of buying any other car.
Same thing with Corollas.

How times change.
The modern Mazda 3 and Corolla are both heavier than a VB Commodore. A damn side more comfortable too.

It is no surprise that Hyundai are booming. I drove a Sonata about 6 months ago and the fit and finish was flawless.
It was a very good city car. I wouldn't want to drive it on a country road though.

The only sad thing about this is that every time Holden and Ford lose sales our current account goes further out the window.
Pity really because they aren't bad cars, they are just the wrong cars.

ASH8

Mazda3 is #1

04/02/09

*3,124 retails put Mazda3 on top of the charts.
*6,532 retails delivers record 9.7pc market share Mazda #3 in January

The Mazda3 small car was the top-selling vehicle in Australia, according to January retail figures released by VFACTS today.

The Mazda3 recorded 3,124 retails in January 2009, up 7.2 percent on the same month in 2008.

This is the first time a Mazda model has topped the sales charts in Mazda’s 50 years in Australia.

In total, 6,532 Mazda passenger cars and commercials were retailed in January, netting Mazda third place overall with 9.7 per cent market share.

Managing Director Doug Dickson said Mazda was delighted by consumers’ enduring affection for the Mazda3, but warned against reading too much into it.

“This is a fantastic result for the Mazda3 sedan and hatch range, though I think the market came to Mazda in January.

“Mazda3 averaged 3,131 retails in January 2007 and 2008, so in that context the 2009 result is nothing out of the ordinary.”

“Of course, it’s pleasing to see that consumers have continued to vote for Mazda and for the Mazda3 in these challenging economic times. I think that’s a reflection of the innate value, reliability and enjoyment that Mazda injects into every car in our range.”

Mr Dickson said the Mazda3’s rise to the top of the sales charts was a fitting closing chapter for the outgoing Mazda3 as Mazda prepares to usher in the new-generation Mazda3 by mid-year.

“The new-generation Mazda3 will be even more attractive to Australian consumers than the Mazda3 that sits atop the sales charts today. It will be more fun-to-drive, more environmentally friendly, and even better value for money.”