2025 Market Wrap: RAV4 topples Ranger as utes lose their grip
Words: Richard Edwards
The final registration figures for 2025 are in, revealing a market in recovery and a significant shift in Kiwi buying habits.
New vehicle registrations for the year hit 137,853, a solid increase of nearly 10,000 units over 2024. While the overall volume is up, the composition of the fleet is changing. For the first time in years, the dominance of the double-cab ute has been broken.
The Toyota RAV4 has claimed the title of New Zealand’s best-selling vehicle, ending the Ford Ranger’s long tenure at the top. This marks a clear swing back toward passenger vehicles and SUVs, a segment that did the heavy lifting for the industry this year while the commercial sector softened.
Passenger Market: Toyota leads, Mazda surges
The passenger segment drove the market’s growth, with Toyota continuing its traditional dominance. The brand secured nearly 23% of the market, but the competition for the remaining podium spots was active.
Mitsubishi held onto second place comfortably, buoyed by the ongoing popularity of the ASX and Outlander. Further down the order, Mazda was the big mover of 2025, climbing 32% to break back into the top five, while MG continued its steady march up the leaderboard.
Top 10 Passenger Makes
- Toyota (22,402)
- Mitsubishi (10,815)
- Kia (8,597)
- Suzuki (4,925)
- Mazda (4,920)
- Ford (4,692)
- MG (4,131)
- Hyundai (4,028)
- Honda (3,626)
- GWM (3,237)
Commercial Market: Ranger holds on, BYD arrives
While it lost the overall crown, the Ford Ranger remains the undisputed king of the worksite, leading the commercial sector by a margin of over 1,300 units. However, Toyota has narrowed the gap significantly with the Hilux compared to previous years.
The most notable development in the commercial space was the arrival of BYD. The Shark 6 has made an immediate impact, propelling the brand straight into fifth place and signalling that plug-in utes are rapidly gaining traction with local buyers.
Top 10 Commercial Makes
- Ford (10,983)
- Toyota (10,617)
- Mitsubishi (3,280)
- Nissan (2,500)
- BYD (1,882)
- Isuzu (1,621)
- LDV (1,389)
- Mercedes-Benz (981)
- Fiat (605)
- Fuso (586)
The Models: What Kiwis are driving
The RAV4’s ascent to the top spot (11,295 units) is the headline, but it wasn’t the only success story. Mitsubishi’s ASX and Outlander both saw sales spikes of over 30%, cementing the brand’s reputation for value in the SUV space. The Ford Everest also had a strong year, solidifying its place as a go-to for families needing rugged capability.
In the commercial ranks, the Ranger and Hilux continue to operate in a league of their own, but the mid-pack is tightening. The Nissan Navara enjoyed a resurgence, climbing back into the top four, while the Hiace remains the default choice for the van market.
Top 10 Passenger Models
- Toyota RAV4 (11,295)
- Mitsubishi ASX (4,970)
- Mitsubishi Outlander (4,309)
- Ford Everest (3,324)
- Kia Seltos (3,189)
- Toyota Yaris Cross (2,018)
- MG ZS (1,971)
- Toyota Corolla (1,953)
- Hyundai Tucson (1,841)
- Suzuki Swift (1,825)
Top 10 Commercial Models
- Ford Ranger (9,681)
- Toyota Hilux (8,152)
- Mitsubishi Triton (3,279)
- Nissan Navara (2,500)
- Toyota Hiace (2,064)
- BYD Shark 6 (1,882)
- Ford Transit (1,256)
- Isuzu D-Max (927)
- Mercedes-Benz Sprinter (815)
- Fiat Ducato (561)
