Toyota optimistic as sales year starts

Market leader Toyota predicts new-vehicle sales this year will mirror those of last year's record 98,792 total, the best sales year since 1989.

Toyota New Zealand chairman Bob Field said 2004 had been one of the most positive and satisfying years for the New Zealand economy and the motor industry.

"We expect this market awareness will continue to drive a healthy level of sales this year," he said.

Sales last year of 74,775 cars and 24,037 commercials were up 7.4 per cent on 2003.

Toyota, Ford and Holden held their places as the top three sellers in the market, but the big movers among the major players were Hyundai (up 52.7 per cent), Subaru (26.8 per cent), Honda (18.9 per cent) and Nissan (18.7 per cent). Korean carmaker Kia recorded the biggest growth, with its commercial sales up around 90 per cent on 2003.

The Holden Commodore was the best-selling passenger car for the third year in a row, followed by the Ford Falcon and Toyota Corolla.

"Although we didn't quite get to the magic 100,000 mark it was nevertheless an excellent year, " said Motor Industry Association CEO Perry Kerr.

"In a continuation of the cycle of recovery for the new-vehicle industry since the elimination of tariffs, we have seen sales of new vehicles increase by 50 per cent since 1998."

Toyota's Field said in a robust New Zealand economy, sectors such as agriculture and tourism, had strong competitive advantages highly valued by global markets.

"It is important that government and the private sector co-operate to build on these advantages with sustainable strategies and support structures."

He said New Zealand's international profile had been raised by such events as the America's Cup and the Lord of the Rings films.

"When travelling internationally there is now less likelihood of meeting people who know nothing about New Zealand, and what they do know is overwhelmingly positive.

"A surprising number of them have expressed an interest in visiting and/or investing here."

Field said low unemployment figures suggested New Zealand had the capacity to enrich society with more skilled immigrants, while the Government had sufficient funds to raise overall living standards by investing more in health and education services.

"Some tax relief from next year would also help to sustain the growth momentum.

"While there is merit in the Government storing away some of its tax surplus to meet future superannuation obligations, it is important that the working population and the business sector are not overlooked.

"They should receive a fair share of the economic buoyancy they have created."

Toyota recorded its 17th successive year as market leader, selling 14,225 cars and 5385 commercials for 19,610 overall sales and a 19.8 per cent share of the market, according to Land Transport NZ figures.

But Toyota includes Toyota-owned Lexus and Daihatsu models in its numbers. BMW does the same with Mini.

Take away sales of 1346 Daihatsu and 347 Lexus models and Toyota's 2004 figures pan out at 17,917, around 1800 more than second-placed Ford with 16,099 overall sales for 16.3 per cent and third-placed Holden's 15,515 for 15.7 per cent. The adjusted figure would give Toyota an 18.1 per cent share of the market, down nearly two points.

Likewise, BMW's sale of 395 Minis reduces its overall numbers from 1975 to 1580, a 1.6 per cent share instead of the LTNZ's 2 per cent. The lumping together of nameplates under one owner is a bone of contention in the car industry.

For the record, Ford last year sold 11,702 cars and 4397 commercials; Holden 10,994 cars and 4521 commercials. In third place was Mitsubishi with 5877 cars and 3131 commercials (9.1 per cent), followed by Nissan's 5303 cars and 1938 commercials (7.3 per cent), Honda's 5536 cars (5.6 per cent), Mazda's 3994 cars and 1391 commercials (5.5 per cent), Hyundai's 2703 cars and 180 commercials (2.9 per cent), Subaru's 2066 cars (2.1 per cent), BMW's 1975 cars (2 per cent), Volkswagen's 1449 cars and 361 commercials (1.8 per cent), Mercedes-Benz's 1144 cars and 320 commercials (1.5 per cent), Suzuki's 1264 cars and 68 commercials (1.3 per cent), Peugeot's 1317 cars (1.3 per cent). The remaining carmakers each sold fewer than 1000 vehicles.