Toyota Australia expects new vehicle sales in Australia to decrease by about 5% year-on-year in 2025, according to Sean Hanley, the company's sales, marketing and franchise operations vice-president. This decline is anticipated to result in increased competition between brands, shorter wait times for customers, and a return to more discounting.
Key points:
Toyota forecasts 2025 sales between 1.17 and 1.18 million vehicles, down from 1,237,287 in 2024.
Factors influencing the market include:
- The New Vehicle Efficiency Standard (NVES)
- Increasing cost of living pressures
- An upcoming federal election
Toyota expects to maintain strong sales above 220,000 vehicles in 2025. The company aims to reach a 20% market share in the next five years. Toyota achieved a record 241,296 vehicle sales in 2024, marking its 22nd consecutive year as Australia's top-selling brand.
About 60 carmakers currently compete in Australia, with six more expected to enter in 2025.
Mr. Hanley anticipates increased competition will lead to price reductions, particularly for electric vehicles.
Despite the challenges, Toyota remains optimistic about its position in the Australian market, citing its strong dealer network and customer service as key advantages.
