Why 2023 was a disappointing year for Mitsubishi, Suzuki, Jeep and more

A large number of major automotive brands celebrated booming sales in a record year for new-car registrations in 2023, but not every carmaker was popping champagne corks when figures were released earlier this month.

Brands like Lexus and Volvo had record years, but some key brands saw a sales decline.

Some of the brands are low-volume anyway, but there are big names here, too. Which carmakers had a year they’d rather forget? I’m glad you asked.

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Mitsubishi - sales down 17.5 per cent

Of all the mainstream brands, Mitsubishi had the most noticeable sales slide in 2023. The Japanese carmaker was the fourth best-selling brand in Australia in 2022, but last year slid to sixth spot behind Hyundai, which beat it by about 11,600 sales. Mitsubishi was ahead of MG by just over 5000 units.

Mitsubishi’s haul of 63,511 was 17.5 per cent down on its 2022 result.

Mitsubishi’s haul of 63,511 was 17.5 per cent down on its 2022 result. Looking at the models, only the still fresh Outlander medium SUV and the Eclipse Cross small SUV were in positive territory. All other models - the Triton ute, ASX, Pajero Sport - suffered double-digit sales declines.

The new-generation Triton, launching in February, will give Mitsubishi a boost this year, but there isn’t much else on the horizon. The new Pajero Sport isn't coming until 2025, and the ASX replacement is a long shot for 2024. Mitsubishi will be hoping the Triton boost will be enough to help it fend off MG and others.

Suzuki - sales down 20.9 per cent

Japan’s cheap and cheerful brand, Suzuki, has always been popular in Australia, but in 2023 its sales tally had a Baleno shaped hole in it.

Overall sales of 17,078 were down by 20.9 per cent compared with 2022, and that was largely - but not exclusively - due to the disappearance of the affordable Baleno. Previously Suzuki’s best-seller, it was discontinued later in 2022 but there was some stock left in 2023.

The Swift (6914, +57 per cent) got a boost as a result of this as buyers were forced into that instead of the Baleno.

Supply issues for the Jimny off-roader impacted sales of that model, too (5002 sales, -12.2 per cent), but the five-door model is now on sale and will give it a lift in 2024.

Supply issues for the Jimny off-roader impacted sales of that model, too (5002 sales, -12.2 per cent), but the five-door model is now on sale and will give it a lift in 2024.

The ageing Vitara small SUV had a big dip (2016, -35.3 per cent) against other affordable models like the Chery Omoda 5 and MG ZS. But Suzuki should get a boost in 2024 with the arrival of the Fronx crossover.

Mercedes-Benz - sales down 9.3 per cent

The sales dip Mercedes-Benz experienced was far from disastrous - it recorded a still impressive 24,315 sales, down 9.3 per cent on 2022 - but looking at the result in the context of its direct rivals is more telling.

The biggest sales dips for Benz in 2023 were for key models like the C-Class and CLA sedans and GLA small SUV.

That’s because in 2023, Benz lost premium sales leadership to its arch rival BMW for the first time in 11 years. The Bavarian giant experienced a 15.4 per cent increase to record 26,184 sales - nearly 2000 units ahead of Benz. This is excluding Mercedes' commercial vehicle arm as it records sales separately.

The biggest sales dips for Benz in 2023 were for key models like the C-Class and CLA sedans and GLA small SUV.

Jeep - sales down 30.4 per cent

Last year was not a great year for Jeep. The American SUV brand’s sales slid by 30.4 per cent to 4634 units, which was enough for it to be beaten by new player Chery, as well as SsangYong and Porsche.

Jeep has been sliding for a number of years now, but last year’s result was a surprise given it was the first full year of sales for the new-gen Grand Cherokee (1247, -29.9 per cent), which added a five-seat version in May.

All Jeep models had double-digit declines last year.

All Jeep models had double-digit declines last year. The brand has steadily increased pricing across its range in the past two years as it repositions itself as a more premium offering, but it’s clear that strategy is impacting sales in Australia.

The Avenger small electric SUV will land in 2024, but it’s unclear how much of an impact it will have in turning Jeep’s local fortunes around.

Other sales slides

Citroen - The French brand maintained its position at the bottom end of the market with just 228 sales for the entire year. Despite having great product, Citroen struggles to gain traction in Australia.

The French brand maintained its position at the bottom end of the market with just 228 sales for the entire year.

Jaguar - The iconic marque barely has a presence in Australia these days, leaving stablemate Land Rover to get all of the attention. Just 581 sales were recorded in 2023, and the F-Pace was the only model with triple-digit sales.