NZ new-vehicle sales January: 'subdued' numbers, but there's a new ute in the top 10

David Linklater
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BYD Shark has hit the top 10 sales list for January.

BYD Shark has hit the top 10 sales list for January.

The arrow is still pointing downwards as the New Zealand new-vehicle industry gets under way for 2025, with January registrations of 10,863 down 14.1% on the same period last year and a 13% drop on January 2023.

The Motor Industry Association highlights "continued market adjustments driven by broader economic pressures and shifting buyer behaviours."

Toyota RAV4.
RAV4 still rules the market overall, by quite some margin.

But hybrid vehicles and select SUV models (talking about you, Toyota RAV4) are stable.

The RAV4 topped the sales tables for January (1023 registrations), with the Toyota Hilux (614) ousting the Ford Ranger (553) to claim number two spot overall and a month as NZ's favourite ute.

Toyota Hilux hybrid.
Toyota Hilux (pictured) beat Ford Ranger in January.

A notable new entrant in the top 10 list was BYD's plug-in hybrid ute, the Shark 6, with 195 registrations.

“The January 2025 vehicle registration figures highlight the ongoing adjustments within New Zealand’s 
automotive sector," says MIA chief executive Aimee Wiley. "The decline, particularly in light commercial vehicles, was expected following the exceptional spike in January 2024, which was driven by the removal of Clean Car Discount penalty fees.

A comparison with January 2023, a more stable market period, suggests a broader downward trend across all vehicle segments.”

Wiley emphasises that while consumer demand is gradually shifting towards SUVs and hybrid 
vehicles, the pace of this transition remains slower than what is required to meet the recently 
strengthened CO2 targets.

The industry faces a complex challenge - balancing regulatory compliance with evolving consumer preferences.

“Managing this transition effectively is critical to preventing unintended market consequences, such as rising vehicle costs or supply constraints, says Wiley. While hybrid adoption remains strong, electric vehicle uptake has yet to see a significant rebound. Ensuring long-term affordability and sustainability in the market will require ongoing collaboration across the sector, with a focus on aligning supply with both regulatory requirements and real-world consumer demand".

NZ'S TOP NEW VEHICLES YEAR-TO-DATE
Toyota RAV4 (1012)
Toyota Hilux (614)
Ford Ranger (553)
Kia Seltos (362)
Mitsubishi ASX (324)
Mitsubishi Triton (253)
Suzuki Swift (249)
Mitsubishi Outlander (215)
Ford Everest (197)
BYD Shark 6 (195)