Headline figures say one thing, but analysis says another for popular cars. For instance, the top selling vehicle in June was the Ford Ranger, but overall Toyota has almost 30% market share in the LCV segment ahead of ford with 25%.

Ford is also heavily dependent on the Ranger/Everest models for its sales, with almost 90% of their sales coming from them.

Other brands like Kia have eight of their 12 models are popular cars, contributing over 1,000 sales each. This makes for a healthy spread. Interestingly the brilliant KIA EV9 has racked up 313 sales so far.

Mazda is another brand with a wide spread of models sold, with the CX-5 a standout. Interestingly the move upmarket from the CX-9 to the CX-90 Hasn’t proved successful. The more affordable models are the main sellers.

Mercedes Benz has some 27 different models available but only four contribute over 1000 sales so far this year. The rest of the dribs and drabs add up.

Compare this to Isuzu Ute that has two models with a few variants, and they sit in the top ten brands.

Some brands can sell relatively few cars yet can still be profitable, others can sell many and break even.

Segment share is also important. Take Ram truck, they had an almost monopoly on the American Pickup segment, but their success has led to Ford, Chevrolet and even Toyota all now offering models and as a result RAMS dominance is disappearing rapidly.

Yes the Australian Automotive landscape remains an interesting one

This is a Motoring Minute

I’m Rob Fraser

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