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Toyota losing ground: Mazda and Ford catching up to top brand as new-car market reaches one million in October for the first time

Toyota's grasp on the Australian market remains decisive, but it's not as strong as it was.

As new-car sales in Australia surpass one million units year-to-date by October for the first time, the gaps between the top brands' positions are changing.

According to figures released by the Federal Chamber of Automotive Industries (FCAI), Toyota, the brand that's held top spot on the sales charts in Australia for years, remains firmly in front with 20,298 sales in October making up the newest addition to its 174,957 annual sales so far in 2023.

It leads the market, as usual, but in a year where the market has exceeded one million sales by just October for the first time ever, with 106,809 sales during the month making a total 1,006,095 for the year so far.

But Toyota's 17.4 per cent market share is down noticeably on the 21.7 per cent of last year at this point, and brands like Mazda and Ford are only gaining on it.

Ford in particular has made ground, turning a 5.9 per cent share (53,298 sales) of new-car sales YTD last year into 6.9 this year (69,809 this year so far), while Mazda's 9316 cars sold this month is a nice boost to turn last year's 79,669 sales to date into 84,536 this year. Its 8.4 per cent market share is only a little down on last year's 8.9.

In terms of models, Ford has shown up strong again with the Ranger. (image: Mark Oastler) In terms of models, Ford has shown up strong again with the Ranger. (image: Mark Oastler)

In terms of models, Ford has shown up strong again with the Ranger (6213 sales in October) keeping the Toyota HiLux (5766) off the top spot, while another ute rounds out the podium - the Isuzu D-Max (3198).

The Toyota RAV4 (2598, 4th) and Prado (2320, 7th) make a showing in the top 10, while Ford also has the Everest (1803, 9th) before Hyundai's Tucson rounds it out with 1762 sales.

Toyota’s 17.4 per cent market share is down noticeably on the 21.7 per cent of last year at this point. (Image: Tom White) Toyota’s 17.4 per cent market share is down noticeably on the 21.7 per cent of last year at this point. (Image: Tom White)

FCAI Chief Executive Tony Weber said the strong showing in the market reflects a bounce-back from pandemic slumps and a strong supply chain recovery.

"The Australian market has demonstrated incredible strength and vitality throughout 2023, culminating in Australia reaching one million sales in October for the first time," Weber said.

Mazda’s 9316 cars sold this month is a nice boost to turn last year’s 79,669 sales to date into 84,536 this year. Mazda’s 9316 cars sold this month is a nice boost to turn last year’s 79,669 sales to date into 84,536 this year.

"After some challenging years through COVID, this milestone speaks to the range of vehicles available to consumers, affirming Australia's position as one of the world's most dynamic and competitive markets. It also reflects vastly improved supply chains."

Top 10 models in Australia - October 2023

RankMake and modelUnits sold
1Ford Ranger6213
2Toyota HiLux5766
3Isuzu Ute D-Max3198
4Toyota RAV42598
5MG ZS2537
6Mazda CX-52509
7Toyota Prado2320
8Mitsubishi Outlander2238
9Ford Everest1803
10Hyundai Tucson1762

Top 10 car brands in Australia - October 2023

RankBrandUnits sold
1Toyota20,298
2Mazda9316
3Ford8605
4Hyundai6620
5Mitsubishi6395
6MG6102
7Kia5647
8Volkswagen4361
9Isuzu Ute4160
10Nissan3756