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Carsales Staff5 Mar 2013
NEWS

VFACTS for February: Mazda overtakes Holden

GM brand slipped from second to third position in year-to-date sales last month
Holden lost its footing in the national automotive sales rankings last month, according to VFACTS figures released today. 
Year to date sales for 2013 showed the manufacturer has sold 2255 fewer vehicles in January and February than it did in the first two months of 2012 (16,494 versus 18,749). The drop was enough to let Mazda through into second position, behind Toyota. Mazda sold less than 500 cars more than it did during the same period last year (17,640 versus 17,168), so the silver was Holden's to lose in this instance. Holden reports that the implementation of a new sales accounting system was the key reason for the company notching up sales so far below last year's figure. 
The company released a statement explaining that as many as 1500 sales had been lost due to what Craig Cheetham, Holden's Director for External Communications, described to motoring.com.au as "teething problems" with the "new sales ordering mechanism". Expect Holden to bounce back very strongly next month, in other words, as it reports to VFACTS an aggregate of March sales with a substantial number from February thrown in. The statement is as follows:
February was a very tough month for Holden driven by the introduction of an all new computer system (Sales Order Management or SOM) and significant changes in the market driven by currency.

The system is the Sales and Inventory management interface between Holden and the Dealer Network which meant that we had difficulties in delivering and invoicing to dealers and customers. We are working to resolve them ASAP. (estimated to be around a 1 per cent point)

The Australian Dollar, as an average against a basket of major currencies, is the highest it has been in decades. This combined with the lack of tariffs has fundamentally changed the automotive market.

Another contributing factor is the shortage of some VE Commodore variants as we run-out ahead of the launch of the all new VF Commodore. Omegas and V8s are hard to get and our flagship Caprice model is also in tight supply.

Last time sales dropped below current levels was April 2006 (7536 - source VFACTS data). That was three months before VE Commodore went into production and the media were starting to write about it.
If Holden were bedevilled by accounting system gremlins during the reporting period, everything was coming up roses for Chrysler. The importer sold 2144 units in February, which was a 34.9 per cent improvement on the result in February 2012. Chief among the brand's products achieving beyond expectation was the Jeep Grand Cherokee, which sold 970 units for the month, doubling its tally from a year earlier. The company is anticipating its strongest quarter ever once the VFACTS figures for March are released. 
"The customer interest we are currently experiencing in our brands is testament to the hard work and dedication of the Fiat Chrysler team," said Clyde Campbell, President and CEO of Fiat Chrysler Group Australia.  "We have the right products at the right price and are working hard to ensure the value equation, when compared to our competitors, always measures up."
Toyota is still basking in the glory of sales relative to the market this time last year, when stock shortages continued to pose a challenge. The company notes that sales of the 4x4 HiLux increased by 70 per cent in February. But that takes nothing away from a sales result for the market leader that is nothing short of formidable. Over 9000 vehicles were sold last month, raising Toyota's year-on-year monthly tally by 7.9 per cent overall. New Corolla, the Camry Hybrid, Aurion and Prius all picked up additional sales for the month. 
"Toyota outperformed the overall market in February on the back of improved supplies of vehicles," said Matthew Callachor, Toyota's executive director sales and marketing.
"Dealers will be in an even better position to deliver cars during March, particularly with the first full month of sales of the new RAV4."
February was a better month for Opel than any previous month since the German brand launched in Australia. The importer sold just 241 cars, but that represents more cars in one month than Skoda sold in the latter half of 2007, when the VW brand opened its doors here. So it's a positive sign for Opel. 
"It has been a big start to the year, kicking off with our German Exchange Program retail campaign offering customers the opportunity to live with our cars for 24 hours, the addition of four new dealers in Queensland and the introduction of the highly anticipated Opel Performance Centre range of products," said Opel Australia Managing Director, Bill Mott. 
"With new Opel models coming out of Europe and many of them high on our wish list, we’re very much looking forward to what the remainder of the year is set to bring for us locally."
Mazda was not shy about claiming the second placing for the year to date, but also noted that the importer was the top-selling brand in light and small car segments. The company has claimed sales records for both months of 2013 and remains Australia's most popular full-line importer. 
"Once again we would like to thank our customers for turning out for Mazda in the opening months of 2013," said Doug Dickson, Mazda Australia MD. "Support for all of our core products is very satisfying and boosts our confidence for another great year."
David McCarthy, Senior Manager for Corporate Communications at Mercedes-Benz Australia, was "blown away" by February sales figures for the A-Class and B-Class models. At 696 units combined, the two small Mercs snatched over 50 per cent of the small car segment priced above $40,000 – and Audi's A1, the nearest rival to the new A-Class, was 200 units behind (139 for the A1, 343 for the A-Class). "That's extraordinary," Mr McCarthy succinctly said. 
"Beating two of Australia’s biggest automotive brands is the result of these actions. And we anticipate climbing further," said Nissan MD Bill Peffer, following on from the news that Nissan had moved into third place for the month. Nissan's hold on second position for the month presumably wouldn't have happened if not for Holden's accounting difficulties. 
"In January, we hit the ‘go’ button on our sales machine when we released the all-new Nissan Pulsar Sedan. A week later we released the all-new Nissan Patrol and in a few months the all-new Pulsar Hatch, including the long-awaited Pulsar SSS, will hit our showrooms.
"This is only the start. Before the end of this year we will introduce a variety of updated and all-new models, such as the Nissan Pathfinder SUV, Altima sedan and the funky Juke compact SUV.
"In all, we expect to average a new model release in Australia every two-and-a-half months for the next two-and-a-half years."
Sales of 90,218 vehicles in February marked an improvement of 4495 units over the same month last year, equating to a 5.2 per cent increase. In year to date terms the whole market (175,648) is 13,142 (8.1 per cent) ahead of the first two months of 2012. The FCAI (Federal Chamber of Automotive Industries) is forecasting a seasonally adjusted sales figure for the calendar year of 1.135 million. 
Passenger car sales have dropped during the year to date and for the month. People movers, medium and large cars all contributed to the lower sales in February, down 2631 to 43,338. For the year to date passenger car sales have declined by 3188 to 85,295. Once again, a decline in sales of people movers, medium and large cars was the root cause. 
SUVs have posted stronger sales for both the year to date and the month of February – 53,457 for January and February combined, 26,834 for February alone. Light commercial vehicles are also experiencing stronger sales in the year so far and for the month of February. Sales rose by 3752 last month, to lift LCV sales to 17,710, and year to date sales rose 8321 to 32,682. 
Top selling brands for the year to date are: Toyota (29,392), Mazda (17,640), Holden (16,494), Nissan (15,460), Hyundai (14,321), Ford (14,312), Mitsubishi (10,458), Volkswagen (8024), Honda (7678), Subaru (6210). Holden and Subaru are the only companies in the top ten to have posted fewer sales than for the January and February period in 2012. 
The 10 best selling cars during the month of February were: Mazda3 (3378), Toyota Hilux (3319), Toyota Corolla (3158), Nissan Navara (2645), Mitsubishi Triton (2335), Hyundai i30 (2055), Ford Ranger (1739), Holden Commodore (1733), Holden Cruze (1729) and Nissan Dualis (1549). Mazda3 is the top-selling car (6723 units) for the year to date. 

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