Biggest sales winners and losers of 2025

In the years since the likes of GWM and MG established a beachhead for Chinese automotive brands in the local new car market a slew of others have followed.

Economics 101 says increased competition in a mature market will quickly stimulate activity, generating big winners and significant losers.

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More than 30 of the 60 passenger car and light commercial brands monitored by VFacts and the EVC went backwards in terms of sales volume in 2025 compared to 2024.

But the winners were BIG, the top two improvers experiencing spectacular growth; the overall champ almost sending the needle off the clock.

Of course, some were coming off a relatively small sales base, with increasing supply and expanding model line-ups inflating percentage figures. So, for context, we’ll also note outright volume increases and only include brands that recorded full-year sales in 2024.

Here are our top five countdowns for biggest new car sales winners and losers in 2025.

Winners

5) Rolls-Royce: Okay, it’s 13 extra cars for 2025 over 2024, but when each one of them retails for a minimum of $700K that’s some handy incremental profit margin. Obviously, for a select few it’s a case of ‘cost-of-living crisis be damned’, with no less than eight extra Cullinan SUVs and the same number of sedans finding a home last year. 

4) Mini: A big year for Mini, including a major JCW-focused refresh across the range as well as a burst of sales for the pure-electric Aceman line-up. There were substantial boosts for the Cabrio (+100 per cent), Cooper (+45.2 per cent) and Countryman (+19 per cent).   

3) Polestar: It was a case of swings and roundabouts for the Swedish EV specialist with the Polestar 2 liftback dropping sales while the larger 3 and 4 SUVs expanded total numbers by close to 40 per cent. Stand by for the performance-focused Polestar 5 GT’s impact when it arrives here mid-year.

2) BYD: Market appetite for BYD’s products grew in parallel with its model range, the Chinese giant’s Aussie line-up expanding from four to eight models. Newcomers like the Atto 1, Atto 2 and Sealion 7 grew its share of the pie dramatically, but the star of the show was the Shark 6 hybrid ute, racking up more than 18,000 sales for the year.

1) Chery: The sharply-priced Tiggo 4 Pro small SUV has proved a smash hit for Chery with sales building steadily over 2025, to the point where it’s nipping at the heels of the category-leading Hyundai Kona and MG ZS. Adding the large Tiggo 9 large SUV also delivered handy incremental sales.

Brand	2024 sales	2025 sales	Percentage increase
Chery	12,603	34,889	176.8
BYD	20,458	52,415	156.2
Polestar	1713	2373	38.5
Mini	3982	5485	37.7
Rolls-Royce	54	67	24.1

Losers

5) Suzuki: Despite the addition of the Fronx small hybrid SUV mid-year (which captured a handy 1667 sales) the evergreen Japanese brand went backwards in 2025, with stocks of the discontinued Ignis dwindling, Swift sales decreasing and even the cult-favourite Jimny in decline.  

 4) Jaguar: Kind of a no-brainer given the brand very publicly pulled the pin on production of everything except the F-Pace SUV for 12 months in preparation for a new, more premium range ramping up through 2026 and 2027. The big surprise is sales of the E-Pace growing four per cent year-on-year despite the manufacturing halt. Must have been a few in stock.  

3) Maserati: Sales volume dropping by close to a third is rarely a good thing but with the Maserati Levante SUV falling off the radar there weren’t enough Grecale SUV buyers ready to pick up the slack. The Granturismo and Grancabrio coupe and convertible GTs were also missing in action creating a low ebb for the iconic Italian. 

2) Jeep: Speaking of iconic brands, Jeep has been fighting well-publicised head winds in its US home market thanks to a seemingly ill-advised move to a more premium positioning with prices to match. Despite a slight sales uptick for the Grand Cherokee as it leaves the local stage, serious falls for the Wrangler 4WD and Gladiator ute also took the wind out of Jeep’s sales here.

1) Lotus: Who would have thought a brand famous for simplifying and adding lightness in producing race-ready sports cars would be punished for heading down the pure-electric path with a heavy SUV (Eletre) and big four-door GT (Emeya). Even the internal-combustion mid-engine Emira (despite a stay of production execution) dropped by more than 50 per cent.   

Brand	2024 sales	2025 sales	Percentage decrease
Lotus	155	72	53.5
Jeep	2377	1585	33.3
Jaguar	520	743	30.0
Maserati	377	264	30.0
Suzuki	21,278	15,378	27.7