Loud, petrol-guzzling street racers made Vin Diesel a star. At the Melbourne Motor Show, they’re still getting a look in.
But when it comes to the cars Aussies actually want to buy…they’re silent and saving them cash.
Electric vehicle sales surged in March, reaching their highest share of the Aussie market to date.
They’re making up 14.6 per cent of all new car sales – nearly double what they were this time last year.
At the southern hemisphere’s largest international motor show, the shift in Australia’s car market is playing out in real time.
MORE: China EV flood in Aus as fuel crisis deepens
Zeekr head of digital Andrew Stamatakis said motorists would “buy them off the stand and drive them from the show” if they could.
“People just want to know: Can I get one now? Can I get one now? I don’t care about the colour, I don’t care about the trim, I just want it now,” he said.
Last month, Chinese carmaker BYD was the third best-selling brand down under. BYD Australia chief operating officer Stephen Collins said cost of living pressures were having an impact.
“Value has always been important, but probably with the cost of living right now, it’s more important than ever,” he said.
“No country in the world is doing EVs better than China right now,” said Stamatakis.
And consumer hesitation towards Chinese automakers appears to be easing.
MORE: Holden owner’s $1m loyalty betrayed
Denza Australia and New Zealand chief operating officer Mark Harland said, “I think the acceptance of Chinese automakers and brands is growing by the minute.”
There’s another shift that’s hard to miss at the Melbourne Motor Show – the car brands that aren’t here…
Once, it was all about grunt and big Aussie-backed names. A 1960s Melbourne Motor Show clip reveals Ford performance cars front and centre – loud, powerful and impossible to ignore.
Now, many legacy brands have faded from the spotlight.
“I think it is a missed opportunity,” added Harland.
“The fuel crisis has just shone a spotlight on what we’ve already known, which is EVs are just a far more affordable way of getting around these days. People are looking at filling up their regular family car and it’s costing $150, $160. That could be a grocery shopping for a lot of families,” said Stamatakis.
This is the second year back for the Melbourne Motor Show after a 15-year hiatus.
Managing director Craig Phinn said, “if everyone was just driving petrol cars and nothing had changed, the Motor Show may not have come back.”
“We have 80 brands here competing for 1.2 million units, which on the global stage is more competitive than any other market in the world. So, you’ve got to be on your game,” Collins said.
Affordability is a key part of the appeal.
The MG4 EV family hatchback is priced from $39,990 drive-away or the Zeekr X small electric SUV has recently dropped to $48,900 drive-away.
The JAC Hunter PHEV ute is attracting tradies looking to cut fuel costs without sacrificing utility.
Even the pricier luxury electric vehicles are becoming an easier sell.
“In our dealerships we’re closing, converting about 40-50% of people who drive our cars into a final sale… I would say the industry average, most would be happy 25-30%,” Harland said.
And the message from Chinese carmakers is clear – they’re here to stay.
“We’re shaking up the market. We’re not going to stop here,” added Collins.
