Meet the biggest new-car sales losers

As we prepare to close the curtain on 2025, the Australian new car market looks a very different place than it did at this time last year.

A whole bunch of new entrants are making their mark on the industry, with brands like Chery, BYD and Great Wall Motors all recording huge sales climbs, and securing a space inside Australia's top 10.

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These are the brands that took the biggest hit in 2025. Though with one important caveat – these numbers cover the period from the beginning of January to the end of November, with the December results not yet available at the time of writing.

In fact, two important caveats. The second is that we take no pleasure in the below. The automotive business can be a hard one, and it's only getting harder for many car brands. And as car-mad types, diversity in our national carpark should be celebrated.

To make the list, sales have to have fallen by 20 per cent or more across the first 11 months of 2025. As a side note, brands like Maserati, Bentley and Lotus all recorded falls this, but we've opted to focus on mainstream players. 

Still, without further adieu, this is where the hurt happened.

Peugeot - 1249 sales, down 30.1 per cent 

Peugeot has faced a tough year in 2025, with the 408 (up 21.1 per cent) the only bright spot in the model lineup. There's hope on the horizon, with new metal - including a facelift for the 308 - arriving next year. 

Jaguar - 493 sales, down 29.9 per cent 

Jaguar is another brand in the midst of a major model changeup (in fact, an entire brand relaunch) and as such finds itself treading water in no-man's land. It managed just 14 sales in November, and its year-to-date tally has fallen from 703 sales over the first 11 months of 2024.

Suzuki - 14,460 sales, down 27.4 per cent

Suzuki is showing red right across the board, with even the unstoppable Jimny down 26 per cent over the first 11 months of 2025. But that is no doubt the brand's most important model, and once cruelled by sales stops and more in 2025. Next year will see the arrival of an updated three-door Jimny, which should supercharge sales.

Jeep - 1614 sales, down 26.7 per cent 

Jeep might be a household name in Australia, but a slow model roll-out (the Renegade is gone and the Compass and Cherokee replacements aren't here yet) have seriously hurt its results. The brand had managed 2220 sales at the same point last year, but its results took a hit this year. Its biggest seller was the Grand Cherokee, with 665 sales - but orders for the big unit have now been paused indefinitely.

Fiat - 377 sales, down 24.8 per cent

The little Italian brand found the going tough in 2025, but with exactly one model in its lineup, the cute-as-a-button Fiat and Abarth 500e, it's perhaps less insulated against sales fluctuations than other brands. 

Porsche - 4834 sales, down 24.8 per cent

The German performance brand has had a challenging year, not just in Australia but around the world. Only the Panamera grew it audience this year, with a mix of some older models and a controversial switch to electric power for the Macan seemingly impacting the brand's results.

KGM - 3841 sales, down 24.7 per cent

The other, other Korean brand has undergone a name change (from SsangYong) and the beginnings of a model overhaul in 2025, so it's next year when we'll really see what KGM can deliver. 

Tesla - 26,371 sales, down 24.4 per cent

The EV giant was a bit of a mixed bag this year, with the new Model Y shining strongly, shifting 20,241 units, up 4.4 per cent. Conversely, the older Model 3 took a hammering, with sales more than halving (-60.7 per cent) to 6030 sales.

Volkswagen - 26,806 sales, down 20.6 per cent

VW's 26,806 sales over the first 11 months of 2025 are a steep drop from the 33,761 it had managed at this point last year. The Golf and Caddy Cargo Van were two bright spots, with both lifting their deliveries compared to last year.