Opinion

Who will break first - legacy brands or struggling newcomers?

Toyota dominates the new car market thanks to an expansive line-up of models that spans from the pint-sized Yaris hatch to the jumbo Toyota LandCruiser.

General Motors is determined to make a go of it in Australia in the post-Holden world.Sure, it’s no longer a big volume brand, but the American automotive juggernaut has invested in a long-term future in Australia, introducing multiple brands that it believes can make a good return on the significant investment.Up until 2025 the General Motors Australia charge had been led by Chevrolet and its polar-opposite duo — the Silverado pickup truck and Corvette sports car. But things changed dramatically in the past 12 months, with not only the arrival of GMC but also Cadillac, the historic luxury brand that has big global aspirations.In December 2024 we questioned whether this past year would justify GM’s decision to ditch the Holden/mass-market model and switch to the more niche, high-profit business, with both factory-produced (Corvette and Cadillac) as well as locally-converted (Silverado and GMC) vehicles.On the surface, things don’t look good. Sales were down for the brand overall and the Silverado continues to slide backwards as the ‘US ute’ market continues to look uncertain.But when you look at things more closely, there are reasons for optimism, even if it is the long-term future, rather than a sudden turnaround in 2026.GM expanded the Corvette range in late ‘24, adding the hybrid E-Ray and track-focused Z06, but overall sales of the model were down dramatically as prices increased and the limited market for such sports cars hit home.But the Corvette is a halo model for the brand, not its volume seller. That title belongs to the Silverado pickup and the news was more positive on that front.GM still managed to sell more than 2000 examples of the standard model and another 1500 odd of the Silverado HD. But the Silverado was still out-sold by the Ram 1500, despite the Ram introducing a new model with a six-cylinder engine and leaving Chevy as the solo V8 in the market.Of more concern is the entire US ute segment remains in decline, which is not a good sign for the long-term and amid the increased competition from Ford and Toyota. It seems that there is only so much demand for these $100k and up pickup trucks and we may have already reached the peak.The GMC Yukon Denali is a very niche product, only appealing to a limited audience that wants a high-cost, premium upper-large SUV, but brought diversity to the range. And having said it is niche, its sales are actually off to a good start, averaging around 40 units per month. That may not sound like a sales success story, but given this is a $175k SUV, that’s actually a result GM is likely very happy with.Which brings us to the biggest question mark that hangs over the head of GM Australia - Cadillac.It remains the biggest mystery but also its potential saviour. If the expanded line-up due in 2026 can find an audience - which is a big ‘if’ - then it has potential to grow as the luxury electric vehicle market expands.But there is no sign of that happening anytime soon. Electric vehicle sales remain steady, with no major growth in ‘25, and instead the hype is centred around plug-in hybrids for this moment in time.In many respects it’s a shame it has arrived at this moment in time, when interest in EVs has waxed and waned. Cadillac was sadly one of the big-name brands that made a bold commitment to electrification, only for the market to cool off dramatically on the transition. Several other brands have managed to carefully backflip out of that predicament, but Cadillac, like Jaguar, is set on its path for the foreseeable future.Discounts only months after going on sale was not a good message to send the market but there was always a sense that ‘25 was about establishing the brand in Australia, so sales were a secondary concern.GM Australia management did make a definitive call not to publish sales results, knowing that they would likely be small in these early days, so it’s clear they are aiming to play a long-term strategy.There will be a dramatic expansion in 2026, with the sporty Lyriq-V arriving as well as the smaller Optiq and larger Vistiq backing up the mid-size Lyriq. And, of course, there is the American brand’s entrance into the world of Formula 1, which is enjoying a popularity boom and might help spark interest in Cadillac amid the ‘new money’ types that are embracing the sport.

What might be a legitimate challenger to the Suzuki Jimny’s “Best Fun Small 4WD” title, the Renault Duster (aka the Dacia Duster in other markets), is here.

GWM was always in for a big 2025 - for better or worse.

In 2009, way back in the dim, distant first decade of this century, ‘Kevin ‘07’ was a couple of years into his tumultuous prime ministership, England regained the Ashes and Toyota was boring.Despite leading the market with - you guessed it - a 20 per cent share, dealer showrooms were filled with what now looks like a classic bunch of whitegoods on wheels.A bland Corolla, timid Yaris and by-the-numbers Camry. The ageing Tarago was still on offer and the LandCruiser 200 Series wasn’t exactly pushing the envelope, while the 70 Series soldiered on in a retro-technical time warp. Not a Celica, Supra or MR2 in sight.The dangerously adventurous could opt for a RAV4, Prius or even an Aurion Sportivo… naughty! But the Avensis Verso brought the brand crashing back down to earth. Has there ever been a more vanilla car?However, 2009 was also the year Akio Toyoda, grandson of the man who founded what is now Toyota Motor Corporation, rose to lead the Japanese giant; then as now, the world’s largest carmaker.Having been in the company since the mid-’80s and on the board from 2000 the new CEO and President came to the top job with some big ideas in mind.While some see him as a poseur with ‘Master Driver’ on his business card and a motorsport pseudonym on his crash helmet, I think his ascension was a huge moment in time, not just for Toyota, but the global car business. Here’s why. First and foremost he’s an enthusiast, not just a number-crunching business proprietor. Like the giants of Detroit’s golden era - Lee Iacocca, John DeLorean and Bob Lutz - Toyoda-san is a ‘car guy’. One who’d been working the angles behind the scenes as TMC’s Executive Vice President since 2005. And he hit the ground running.A key supporter of the FJ Cruiser, which managed to wrap heritage and modernity into a super-fun package with (cost-saving) Prado underpinnings, he was also a fan of the Rukus.  Arriving in 2010, the squared-off wagon wasn’t a screaming success here (or elsewhere, for that matter) but it was an infinitely bolder, more interesting car designed to be customisable for goodness sake.  And soon enough it was followed by the pure and simple 86 (made viable via co-production with Subaru) and a new Supra (a JV with BMW).Exciting Toyotas were back, with the rest of the brand’s line-up basking in the new found excitement.Like all good strategic objectives, Akio’s ‘Making ever-better cars’ mantra is simple on the surface but brilliantly flexible in practice.On a purely operation level it’s led to the development of the TNGA (Toyota New Global Architecture) platform that, since its arrival in 2015, has delivered not only cost savings and improved manufacturing efficiencies but dynamic, more engaging products.Have you driven a TNGA Camry lately? It’s really, really good.His long-term position on hybrid propulsion has proved to be another winner, with Akio expanding the concept out from the Prius program to underpin Toyota’s broader powertrain philosophy, standing his ground while other global carmakers made furious all-in bets on pure-electric tech.That continuing success with hybrid has laid down a marker for other brands, including the latest crop of Chinese challengers, to follow.Then there’s the off-beat Gazoo Racing, GR for short, with an occasional hardcore extension to GRMN (Gazoo Racing Masters of Nurburgring).BMW DNA aside, the GR Supra was a mark of ongoing intent with the rip-snorting GR Yaris and GR Corolla (the latter with a GRMN version reportedly in the offing) and of course the just-landed GR GT following. The MR2 and possibly Celica are set for a comeback any tick of the clock (and stand by for the uber-cool LandCruiser FJ).Even though he was no doubt part of the decision to select reverse on F1 (in 2009) Akio saw sports endurance racing as a better bet for hybrid development and promotion with five Le Mans victories and four World Manufacturers Championship titles in the last decade vindicating the move.Even though he stepped down as Toyota CEO in early 2023, his ongoing role as Chairman has allowed Akio to continue making a mark on the company’s brand direction and personality.Ongoing development of hydrogen, in fuel-cell and internal-combustion form, is part of Toyota’s ‘multi-pathway’ program also covering internal combustion engine (ICE), hybrid and battery-electric vehicle development.In short, Akio Toyoda is an automotive superhero that’s had the courage to take a multi-faceted giant to new heights thanks largely to a focus on products that are not only reliable, well-made and cheap to service but daring, innovative and fun to drive. More power to him! 

Can any brand knock Toyota off its throne?

No, you’re not imagining it. Car companies are walking back their plans to roll out electric vehicles. So what does this mean for the future? What will we be driving instead? And should you stick to petrol or diesel?

Ford currently offers around half a dozen EV models around the world that Australians cannot buy. But arguably the absent electric Ford with the most potential in Australia is the one that may also be the easiest to import, since it is already part of an existing model range, and so has already been homologated for sale here. And it is also different enough to stand out in a growing crowd of EVs in the $60,000 to $100,000 bracket.

Are you sitting on a future classic?