Australia’s new-car market is not simply growing. It is being redistributed.
Toyota remains the country’s largest brand, but newer manufacturers are gaining ground quickly.
The clearest example is BYD.
In June 2026, Toyota delivered 19,124 vehicles, while BYD delivered 18,881, leaving a gap of only 243 vehicles.
Which brands are leading Australia in 2026?
By the end of June, Toyota remained the year-to-date leader with 95,141 deliveries, while BYD held second place.
The broader story, however, is the growth of challenger brands.
Is Toyota still Australia’s biggest car brand?
Yes.
Toyota remained number one year-to-date at the end of June, despite recording lower first-half volume than in 2025.
Its strength continues to come from vehicles including:
- HiLux
- RAV4
- LandCruiser
- Prado
- Camry
Toyota’s broad model range remains an advantage that newer brands are still working to match.
How close is BYD to Toyota?
BYD has become Toyota’s most significant challenger.
The brand sold 52,335 vehicles in the first half of 2026, up 124% from the same period in 2025.
Its growth is spread across several models, including:
- Sealion 7
- Shark 6
- Atto 2
- Sealion 6
- Sealion 8
BYD’s June market share reached approximately 13.5%, only 0.2 percentage points behind Toyota.
Which other brands are gaining market share?
Geely
Geely more than quadrupled its year-on-year volume during the first half of 2026, led by the EX5 and Starray EM-i.
Chery
Chery recorded 4,505 June sales, up 49% year-on-year.
Omoda Jaecoo
Omoda Jaecoo also posted significant growth, with June volume rising sharply compared with the previous year.
Tesla
Tesla recorded a record June, driven overwhelmingly by the Model Y. Its 8,670 June deliveries placed the brand fourth overall for the month.
Which established brands are losing ground?
Not every established manufacturer is growing.
During the first half of 2026:
- Toyota was down year-on-year despite remaining number one.
- Nissan declined significantly.
- Mazda and Subaru also recorded weaker results.
- Jeep and Peugeot experienced particularly large declines.
This does not necessarily mean buyers are abandoning established manufacturers altogether.
It does show that competition is becoming much stronger.
Why are Chinese brands gaining ground?
Several factors are helping newer Chinese manufacturers compete:
- Competitive pricing
- High levels of standard equipment
- Strong EV and PHEV line-ups
- Longer warranties
- Rapid product launches
- Increased SUV availability
In June, China became Australia’s largest source of new vehicles by country of manufacture, with 55,516 vehicles, ahead of Japan and Thailand.
Does brand market share matter when choosing a car?
It can, but it should not be the deciding factor.
A larger or more established brand may provide advantages such as:
- More dealers
- Easier access to parts
- Greater used-car familiarity
- Established servicing networks
- Better aftersales and ownership experience
A newer brand may compete more strongly on:
- Price
- Technology
- Warranty
- EV range
- Standard features
Compare the actual vehicle rather than buying based on badge recognition alone.
What should buyers compare between brands?
| Factor | Why It Matters |
|---|---|
| Vehicle price | Determines initial affordability |
| Warranty | Can reduce ownership risk |
| Dealer network | Important for servicing and repairs |
| Insurance | Premiums can vary by brand and model |
| Resale value | Influences long-term cost |
| Technology | Newer brands may offer more standard equipment |
| Running costs | Important when comparing petrol, hybrid and EV models |
| Finance | Rates and fees can change the final cost |
Compare Cars Before You Commit
If you’re considering different brands, Fingo’s Novated Lease Calculator can help you compare estimated vehicle and salary-packaging costs.
You can also learn more about novated leasing before choosing how to finance your next car.
Frequently Asked Questions
Is BYD becoming more popular in Australia?
Yes. BYD sold 52,335 vehicles in the first half of 2026, up more than 120% year-on-year.
Are Chinese car brands gaining market share?
Yes. BYD, Geely, Chery and Omoda Jaecoo have all recorded substantial growth in 2026.
Should I choose a car based on brand popularity?
No. Popularity can provide useful context, but price, warranty, insurance, running costs, reliability and resale value should also be considered.
Conclusion
Toyota remains the benchmark in Australia, but 2026 has shown that brand loyalty is becoming less predictable.
BYD is challenging at the top, while Geely, Chery and other newer brands are expanding rapidly.
For Australian buyers, greater competition should mean more choice and stronger pressure on manufacturers to compete on price, technology and value.
With more brands and vehicle options entering the Australian market, Fingo can help buyers navigate the choice. From vehicle sourcing and competitive dealer pricing to car finance and novated leasing, Fingo supports customers across the vehicle journey so they can choose an option that suits their needs and financial circumstances.
