Export Trade Compliance Manager

Big name car brands most at risk. By Stephen Ottley August 12 2026 - 11:00am The Australian car industry is in the middle of a major shake-up and not all brands are likely to survive it. In fact, I'd go so far as to say some of the biggest name brands, car makers we have loved for decades, may disappear within the next five years. That's the hard reality of the dramatic change that is sweeping the industry. The new wave of Chinese car brands have arrived and quickly established themselves with solid market share. But that share has to come from somewhere and the reality is, the brands that are feeling the squeeze more than any other are those smack dab at the heart of the market. Looking at the sales data for the first half of 2026 it's clear who are the biggest winners and losers. Geely is up 494.6 per cent, BYD has risen 124.1 per cent and Chery sales are 76.8 per cent improved, plus both GWM, MG, Omoda-Jaecoo and Zeekr are also increasing their presence. So where are those buyers coming from? Well, Toyota is down 21.4 per cent, Mazda is 17.2 per cent down and Ford has dropped 10.6 per cent. But I'm not suggesting any of those brands are doomed, Toyota is confident of a second half bounce back and Ford remains atop the all-important ute market. Instead, the bigger concern are the brands in the middle and lower half of the top 10, which are shedding sales at a higher rate and face increasing and long-term pressure from the newer arrivals. Nissan has dropped 32.8 per cent, Mitsubishi is down 25.7 per cent, Subaru down 25.6 per cent and Volkswagen has dropped 16.5 per cent, and there is no clear pathway for them to regain so much lost ground. While I've been talking strictly in sale percentage terms, the raw numbers don't make good reading for those brands. BYD is obviously having a huge year, notching over 52,000 sales, but it's brands like Geely (10,970 sales), Omoda-Jaecoo (8808) and even Zeekr (5835) that are starting to make serious in-roads on the likes Subaru (14,817), Nissan (13,854) and Volkswagen (12,333). In simple terms, the Australia new car pie is only so big, it typically hovers around the 1.2 million mark each year, so the slice of pie for each brand will get smaller as more and more brands enter the market. Short of a sudden and dramatic expansion of the number of people buying new cars, all of the established brands will need to get comfortable selling less volume. Brands will need to adapt to this new world order to survive and not just the so-called 'legacy' brands like Nissan, Subaru, etc, but also the new, predominantly Chinese brands. Since 2021 there have been more than a dozen new brands enter the market from China alone and there are more coming, with Forthing, Lepas, iCaur and Jetour all confirmed for Australia. There simply aren't enough buyers to make more than 70 car brands viable in Australia so get used to hearing announcements like we have recently with Peugeot and Fiat about 'reevaluating' or 'restructuring' or just plain 'leaving' the Australian market for good. Ultimately who survives and who doesn't will come down to you, the new car customer, as your choice will dictate which brands maintain enough sales to remain viable - and which ones fade away.

Big name car brands most at risk. By Stephen Ottley August 12 2026 - 11:00am The Australian car industry is in the middle of a major shake-up and not all brands are likely to survive it. In fact, I'd go so far as to say some of the biggest name brands, car makers we have loved for decades, may disappear within the next five years. That's the hard reality of the dramatic change that is sweeping the industry. The new wave of Chinese car brands have arrived and quickly established themselves with solid market share. But that share has to come from somewhere and the reality is, the brands that are feeling the squeeze more than any other are those smack dab at the heart of the market. Looking at the sales data for the first half of 2026 it's clear who are the biggest winners and losers. Geely is up 494.6 per cent, BYD has risen 124.1 per cent and Chery sales are 76.8 per cent improved, plus both GWM, MG, Omoda-Jaecoo and Zeekr are also increasing their presence. So where are those buyers coming from? Well, Toyota is down 21.4 per cent, Mazda is 17.2 per cent down and Ford has dropped 10.6 per cent. But I'm not suggesting any of those brands are doomed, Toyota is confident of a second half bounce back and Ford remains atop the all-important ute market. Instead, the bigger concern are the brands in the middle and lower half of the top 10, which are shedding sales at a higher rate and face increasing and long-term pressure from the newer arrivals. Nissan has dropped 32.8 per cent, Mitsubishi is down 25.7 per cent, Subaru down 25.6 per cent and Volkswagen has dropped 16.5 per cent, and there is no clear pathway for them to regain so much lost ground. While I've been talking strictly in sale percentage terms, the raw numbers don't make good reading for those brands. BYD is obviously having a huge year, notching over 52,000 sales, but it's brands like Geely (10,970 sales), Omoda-Jaecoo (8808) and even Zeekr (5835) that are starting to make serious in-roads on the likes Subaru (14,817), Nissan (13,854) and Volkswagen (12,333). In simple terms, the Australia new car pie is only so big, it typically hovers around the 1.2 million mark each year, so the slice of pie for each brand will get smaller as more and more brands enter the market. Short of a sudden and dramatic expansion of the number of people buying new cars, all of the established brands will need to get comfortable selling less volume. Brands will need to adapt to this new world order to survive and not just the so-called 'legacy' brands like Nissan, Subaru, etc, but also the new, predominantly Chinese brands. Since 2021 there have been more than a dozen new brands enter the market from China alone and there are more coming, with Forthing, Lepas, iCaur and Jetour all confirmed for Australia. There simply aren't enough buyers to make more than 70 car brands viable in Australia so get used to hearing announcements like we have recently with Peugeot and Fiat about 'reevaluating' or 'restructuring' or just plain 'leaving' the Australian market for good. Ultimately who survives and who doesn't will come down to you, the new car customer, as your choice will dictate which brands maintain enough sales to remain viable - and which ones fade away. Read More: Most viewed

Subaru Sport edition, GAC Emzoom, and Mercedes recalls: today's automotive headlines. 12 August 2026 The automotive world continues to deliver a fascinating mix of new models, strategic moves, and safety concerns on this Thursday, August 13, 2026. It's been a busy day for manufacturers across the globe, with Subaru making headlines by expanding its Crosstrek lineup, while GAC prepares to shake up Australia's budget SUV segment. Meanwhile, major recalls from Mercedes-Benz and Ford have reminded Yourcarsold that even the most established automakers must remain vigilant about vehicle safety. These developments come at a time when the industry is undergoing rapid transformation, with electrification, affordability, and performance all playing crucial roles in shaping consumer choices. Whether you're a daily commuter, an off-road enthusiast, or someone looking for reliable family transport, today's news offers something of interest across the automotive spectrum. Subaru expands Crosstrek lineup with new Sport edition. Subaru has announced a new Sport edition for its popular Crosstrek model, offering enthusiasts a more aggressive look and feel without any additional powertrain upgrades. The addition comes as part of the automaker's ongoing strategy to cater to different consumer preferences within its compact SUV segment. While the Sport trim doesn't bring any performance enhancements, it does include distinctive styling cues such as sport-tuned suspension, unique exterior accents, and upgraded interior materials. This move reflects Subaru's understanding that consumers increasingly value both aesthetic appeal and driving dynamics, even in their entry-level models. The new Sport edition is expected to be well-received among customers who appreciate the brand's reputation for reliability and all-weather capability but also want a more dynamic appearance. GAC enters Australian market with budget-friendly Emzoom. GAC is making its way into Australia with the Emzoom, a budget-friendly variant that could become one of the country's cheapest SUVs. This entry represents a significant shift in GAC's global expansion strategy, targeting price-conscious consumers who still want the functionality and versatility of an SUV. The Emzoom is expected to be positioned below existing models in the Australian market, potentially challenging established low-cost SUVs. While the vehicle may not offer the premium features or performance that some buyers might expect, it could attract families and individuals looking for basic transportation without the high price tag. This development highlights how global automakers are increasingly focusing on emerging markets with different purchasing power and preferences. Subaru's limited-time drive-away pricing offer. In addition to its new Sport edition, Subaru is rolling out nationwide drive-away pricing on select models for a limited time. This promotional strategy allows customers to purchase vehicles at significantly reduced prices, making Subaru's lineup more accessible to budget-conscious buyers. The offer includes several Crosstrek variants and other popular models, with the company emphasizing that these deals are designed to increase market share while providing value to consumers. Such pricing strategies underscore how automakers continue to use promotional campaigns as a way to compete in an increasingly crowded marketplace. Safety recalls: Mercedes-Benz and Ford take action. Mercedes-Benz is recalling over 58,000 vehicles due to electrical faults, while Ford is following suit with a recall affecting more than 13,900 Ranger trucks. These recalls highlight the importance of ongoing vehicle maintenance and safety checks, even for established automakers. The electrical issues in Mercedes-Benz vehicles involve problems with the power steering system, potentially affecting driving safety. Meanwhile, Ford's Ranger recall addresses concerns related to the vehicle's brake system. These incidents serve as a reminder that no manufacturer is immune to quality control issues, and that consumers should remain vigilant about recall notifications. It also demonstrates how automakers are taking responsibility for their products and working to address potential safety hazards. Audi reintroduces Q5 e-hybrid with impressive EV range. Audi has reintroduced the Q5 e-hybrid model with improved electric range, signaling a strong commitment to electrification in its premium SUV lineup. The new model combines traditional combustion engine power with electric motor assistance, delivering better fuel efficiency and reduced emissions. This development reflects Audi's broader strategy to transition toward electrified vehicles while maintaining the luxury and performance that its customers expect. With growing consumer demand for eco-friendly options, the reintroduction of the Q5 e-hybrid shows how established luxury brands are adapting to changing market conditions. Honda launches HRC Heritage program for classic race car enthusiasts. Honda has announced the launch of its HRC Heritage program, designed to engage classic race car enthusiasts and preserve the legacy of motorsport. This initiative aims to connect younger generations with Honda's rich racing history through events, educational opportunities, and access to vintage vehicles. The program reflects Honda's ongoing efforts to maintain strong ties with motorsport culture while building brand loyalty among enthusiasts. It also demonstrates how automakers are increasingly recognizing the importance of preserving automotive heritage as part of their marketing and community engagement strategies. Industry shift toward electrification and performance upgrades. The automotive industry continues its shift toward electrification, with Audi's e-hybrid model representing a growing trend in luxury SUVs. Meanwhile, Mercedes-AMG is reportedly considering engine upgrades for the CLE 53, indicating that performance enthusiasts are still looking for more power even as the industry transitions to electric motors. Additionally, GAC's new Yue 7 SUV aims to capture off-road ambitions with its rugged design and capabilities. These developments illustrate how manufacturers are balancing electrification with performance expectations, while also targeting diverse market segments from budget-conscious buyers to serious racing enthusiasts. What this means for car enthusiasts. Today's automotive news reveals a landscape that's more dynamic than ever, with manufacturers adapting to changing consumer needs and global trends. For car enthusiasts, these developments mean more choices, whether it's the refined performance of a new Subaru Sport edition, the affordability of GAC's Emzoom, or the electrified efficiency of Audi's Q5 e-hybrid. However, they also serve as reminders that safety must always remain paramount, especially with recalls affecting significant numbers of vehicles. As Yourcarsold continue to see hybrid and electric options become mainstream, enthusiasts may find themselves at a crossroads between traditional performance and sustainable technology. The industry's rapid evolution suggests that there's never been a better time to stay informed about new models, recalls, and technological advances, ensuring that car lovers can make the most of every automotive development.