Traditional mid-size car market leader to hit back at Australia’s top-selling EV
Toyota is confident it can fight back and depose the Tesla Model 3 electric sedan from the top of Australia’s mid-size passenger car sales rankings in 2023.
Limited supply caused by a lack of battery stocks hurt the local sales volume of the popular petrol-electric Toyota Camry Hybrid in 2022.
Despite its own supply issues, the Tesla Model 3 climbed to the top of the mid-size sedan sales chart (and the Aussie EV market) despite being double the Toyota’s price.
Toyota estimates an 18-24 month order delay for the Hybrid at the moment, which accounts for about two-thirds of Camry demand.
According to VFACTS data, Toyota sold 9538 Camrys in 2022 while Tesla sold 10,877 Model 3s.
It was the first time since the Holden VE Commodore outsold the Camry in 2017 that the Toyota hasn’t been Australia’s most popular sedan.
However, the Toyota retained control of the medium passenger sales segment under $60,000, effectively winning it for the 29th straight year.
The Model 3 sat atop the medium car segment over $60,000 for the first time.
Toyota sales and marketing chief Sean Hanley told carsales he had confidence the Camry could beat the Model 3 in 2023.
Asked why, he said: “Supply”.
“What I do know is our [Camry Hybrid] sales were very restricted in the last 12 months,” he continued.
“I think the strength of our Camry Hybrid in the market last year and today suggests that it is still a genuine player in that market.”
Hanley said Toyota Australia was optimistic about freed up supply for the Camry Hybrid in the second half of 2023.
However, he conceded supply would be tight in the first half, especially in the first quarter.
“We are in the most difficult time right actually, so I don’t think anyone should read too much into our results in the first quarter of this year, although I know they will,” he said.
“We are heavily restricted in the first quarter but in the second quarter there is a lot more optimism.”
Hanley was magnanimous toward Tesla, which is understandable since Toyota had its best sales result in 14 years and still topped nine sales segments.
“I congratulate Tesla on their good year because it was a good year and VFACTS says they were the market leader and I say well done to them.
“But I also know we had a lot of unfilled orders, so I don’t know if it [Camry] could have been leader because Tesla might say to you they had plenty of orders too.”
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Keyword: Toyota vows Camry fightback against Tesla Model 3