It took Ford 22 years to knock Holden off the perch as Australia’s top selling car, but in 1982 the Falcon edged out the Commodore and retained top spot for the next seven years.
Between them the Falcon and the Commodore shared a quarter of the market for new cars in 1982. That may sound impressive, but it was a huge drop from the early 1960s where six-out-of-10 Australian cars were either Holdens or Fords.
Ford and Holden executives today, however, would probably kill for the sort of market share they enjoyed in the 80s. In 2014 Holden sold just one-in-10 new cars in Australia and Ford had a modest 7.7 per cent of a vastly more fragmented market.
Toyota rising
The 80s were good for Ford. In 1984 not only was the Falcon Australia’s top selling car, but the Laser was clearly the king of small car sales, and the third best seller overall, with its Telstar holding down fifth spot. But in a sign of things to come, Toyota nudged Holden into third place, with almost one-in-five of us buying new Toyotas.
Hyundai “poses very little threat”
In 1986 another player entered the game when entrepreneur Alan Bond introduced Hyundai to Australia. Most motoring writers were initially underwhelmed by the cheap and cheerful Korean. One, John Mellor, labelled it “a sort of Skoda of the Orient” and went so far as to make the rash prediction that “… the Bond-Hyundai operation poses very little threat to any existing cars because, at this early stage, there is very little incentive to buy except, perhaps, curiosity value.”
In fact as early as 1987 Hyundai had entered tenth position, though Ford dominated the sales charts, with the Falcon at an all time high, with 15.3 per cent of a greatly subdued market for new cars. It wasn’t just the Falcon flying the flag for Ford, which held a remarkable 31 per cent of the passenger car market for the year. The Ford Laser was also Australia’s most popular small car, even outselling the Toyota Corolla.
Ford was to hold that market leadership through to the end of the decade, though in 1989 the Holden Commodore had wrested back the top selling model spot with its recently released VN model.
The Series 2 VN released in September 1989 boasted an improved V6 engine with a recalibrated automatic transmission reducing noise and vibration. Holden entered the 90s poised to continue the sales battle with its great rival, Ford, but that Japanese giant, Toyota, was waiting to pounce on both of them.
Year in Focus, 1982 – Australia Full Year Brands:
|
Model
|
1982
|
%
|
1
|
Ford Falcon
|
84,184
|
13.7%
|
2
|
Holden Commodore
|
78,429
|
12.7%
|
3
|
Mitsubishi Sigma
|
42,210
|
6.8%
|
4
|
Ford Laser
|
40,069
|
6.5%
|
5
|
Nissan Skyline
|
34,048
|
5.5%
|
6
|
Holden Gemini
|
27,501
|
4.5%
|
7
|
Toyota Corolla
|
22,916
|
3.7%
|
8
|
Holden Camira
|
20,843
|
3.4%
|
9
|
Toyota Corona
|
19,000
|
3.1%
|
10
|
Nissan Stanza/Sunny/Pulsar
|
14,662
|
2.4%
|
Year in Focus, 1989 vs 1988 - Australia Full Year Brands:
|
Brand
|
1989
|
%
|
/88
|
1988
|
%
|
Pos
|
1
|
Ford
|
147,076
|
24.2%
|
10%
|
134,160
|
25.7%
|
1
|
2
|
Toyota
|
113,967
|
18.8%
|
13%
|
100,830
|
19.3%
|
2
|
3
|
Holden
|
106,252
|
17.5%
|
16%
|
91,819
|
17.6%
|
3
|
4
|
Mitsubishi
|
72,414
|
11.9%
|
15%
|
62,791
|
12.0%
|
4
|
5
|
Nissan
|
67,432
|
11.1%
|
19%
|
56,870
|
10.9%
|
5
|
6
|
Mazda
|
20,047
|
3.3%
|
34%
|
14,956
|
2.9%
|
6
|
7
|
Honda
|
15,795
|
2.6%
|
16%
|
13,616
|
2.6%
|
7
|
8
|
Daihatsu
|
9,477
|
1.6%
|
n/a
|
n/a
|
n/a
|
n/a
|
9
|
Subaru
|
9,295
|
1.5%
|
n/a
|
n/a
|
n/a
|
n/a
|
10
|
Hyundai
|
6,925
|
1.1%
|
n/a
|
n/a
|
n/a
|
n/a
|
11
|
Suzuki
|
6,379
|
1.1%
|
n/a
|
n/a
|
n/a
|
n/a
|
12
|
BMW
|
4,860
|
0.8%
|
n/a
|
n/a
|
n/a
|
n/a
|
13
|
Volvo
|
4,799
|
0.8%
|
n/a
|
n/a
|
n/a
|
n/a
|
14
|
Mercedes
|
3,949
|
0.7%
|
n/a
|
n/a
|
n/a
|
n/a
|
15
|
JRA
|
3,766
|
0.6%
|
n/a
|
n/a
|
n/a
|
n/a
|
16
|
Lada
|
3,098
|
0.5%
|
n/a
|
n/a
|
n/a
|
n/a
|
17
|
Saab
|
2,491
|
0.4%
|
n/a
|
n/a
|
n/a
|
n/a
|
18
|
Alfa Romeo
|
790
|
0.1%
|
n/a
|
n/a
|
n/a
|
n/a
|
|
1
|
Brand
|
Ford
|
1989
|
147,076
|
%
|
24.2%
|
/88
|
10%
|
1988
|
134,160
|
%
|
25.7%
|
Pos
|
1
|
|
2
|
Brand
|
Toyota
|
1989
|
113,967
|
%
|
18.8%
|
/88
|
13%
|
1988
|
100,830
|
%
|
19.3%
|
Pos
|
2
|
|
3
|
Brand
|
Holden
|
1989
|
106,252
|
%
|
17.5%
|
/88
|
16%
|
1988
|
91,819
|
%
|
17.6%
|
Pos
|
3
|
|
4
|
Brand
|
Mitsubishi
|
1989
|
72,414
|
%
|
11.9%
|
/88
|
15%
|
1988
|
62,791
|
%
|
12.0%
|
Pos
|
4
|
|
5
|
Brand
|
Nissan
|
1989
|
67,432
|
%
|
11.1%
|
/88
|
19%
|
1988
|
56,870
|
%
|
10.9%
|
Pos
|
5
|
|
6
|
Brand
|
Mazda
|
1989
|
20,047
|
%
|
3.3%
|
/88
|
34%
|
1988
|
14,956
|
%
|
2.9%
|
Pos
|
6
|
|
7
|
Brand
|
Honda
|
1989
|
15,795
|
%
|
2.6%
|
/88
|
16%
|
1988
|
13,616
|
%
|
2.6%
|
Pos
|
7
|
|
8
|
Brand
|
Daihatsu
|
1989
|
9,477
|
%
|
1.6%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
9
|
Brand
|
Subaru
|
1989
|
9,295
|
%
|
1.5%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
10
|
Brand
|
Hyundai
|
1989
|
6,925
|
%
|
1.1%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
11
|
Brand
|
Suzuki
|
1989
|
6,379
|
%
|
1.1%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
12
|
Brand
|
BMW
|
1989
|
4,860
|
%
|
0.8%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
13
|
Brand
|
Volvo
|
1989
|
4,799
|
%
|
0.8%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
14
|
Brand
|
Mercedes
|
1989
|
3,949
|
%
|
0.7%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
15
|
Brand
|
JRA
|
1989
|
3,766
|
%
|
0.6%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
16
|
Brand
|
Lada
|
1989
|
3,098
|
%
|
0.5%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
17
|
Brand
|
Saab
|
1989
|
2,491
|
%
|
0.4%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
18
|
Brand
|
Alfa Romeo
|
1989
|
790
|
%
|
0.1%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
Year in focus, 1989 – Australia Full Year Models:
|
Model
|
1989
|
%
|
/88
|
1988
|
%
|
Pos
|
1
|
Holden Commodore
|
70,831
|
11.7%
|
23%
|
57,648
|
11.0%
|
2
|
2
|
Ford Falcon
|
64,281
|
10.6%
|
-7%
|
69,382
|
13.3%
|
1
|
3
|
Mitsubishi Magna
|
36,423
|
6.0%
|
-10%
|
40,518
|
7.8%
|
3
|
4
|
Ford Laser
|
32,355
|
5.3%
|
15%
|
28,031
|
5.4%
|
5
|
5
|
Toyota Camry
|
32,308
|
5.3%
|
7%
|
30,273
|
5.8%
|
4
|
6
|
Toyota Corolla
|
22,130
|
3.6%
|
-6%
|
23,586
|
4.5%
|
6
|
7
|
Nissan Pulsar
|
17,698
|
2.9%
|
10%
|
16,039
|
3.1%
|
7
|
8
|
Ford Telstar
|
12,173
|
2.0%
|
n/a
|
n/a
|
n/a
|
n/a
|
9
|
Nissan Skyline
|
12,031
|
2.0%
|
12%
|
10,778
|
2.1%
|
10
|
10
|
Nissan Pintara
|
11,504
|
1.9%
|
-1%
|
11,615
|
2.2%
|
9
|
11
|
Holden Astra (e)
|
9,550
|
1.6%
|
n/a
|
n/a
|
n/a
|
n/a
|
12
|
Ford Fairlane
|
8,355
|
1.4%
|
n/a
|
n/a
|
n/a
|
n/a
|
13
|
Mazda 626
|
7,010
|
1.2%
|
n/a
|
n/a
|
n/a
|
n/a
|
14
|
Hyundai Excel
|
6,820
|
1.1%
|
n/a
|
n/a
|
n/a
|
n/a
|
15
|
Mitsubishi Colt (e)
|
6,622
|
1.1%
|
n/a
|
n/a
|
n/a
|
12
|
16
|
Daihatsu Charade
|
5,959
|
1.0%
|
n/a
|
n/a
|
n/a
|
n/a
|
17
|
Subaru
|
5,290
|
0.9%
|
n/a
|
n/a
|
n/a
|
n/a
|
18
|
Honda Civic (e)
|
5,175
|
0.9%
|
n/a
|
n/a
|
n/a
|
n/a
|
19
|
Honda Prelude (e)
|
4,530
|
0.7%
|
n/a
|
n/a
|
n/a
|
n/a
|
20
|
Holden Barina
|
4,419
|
0.7%
|
n/a
|
n/a
|
n/a
|
n/a
|
n/a
|
Mazda 323
|
4,043
|
0.7%
|
n/a
|
n/a
|
n/a
|
n/a
|
n/a
|
Mitsubishi Lancer
|
3,747
|
0.6%
|
n/a
|
n/a
|
n/a
|
n/a
|
n/a
|
Holden Apollo
|
3,256
|
0.5%
|
new
|
0
|
0.0%
|
-
|
n/a
|
Toyota Lexcen
|
2,984
|
0.5%
|
new
|
0
|
0.0%
|
-
|
n/a
|
Toyota Seca
|
2,104
|
0.3%
|
new
|
0
|
0.0%
|
-
|
n/a
|
Ford Capri
|
643
|
0.1%
|
new
|
0
|
0.0%
|
-
|
|
1
|
Model
|
Holden Commodore
|
1989
|
70,831
|
%
|
11.7%
|
/88
|
23%
|
1988
|
57,648
|
%
|
11.0%
|
Pos
|
2
|
|
2
|
Model
|
Ford Falcon
|
1989
|
64,281
|
%
|
10.6%
|
/88
|
-7%
|
1988
|
69,382
|
%
|
13.3%
|
Pos
|
1
|
|
3
|
Model
|
Mitsubishi Magna
|
1989
|
36,423
|
%
|
6.0%
|
/88
|
-10%
|
1988
|
40,518
|
%
|
7.8%
|
Pos
|
3
|
|
4
|
Model
|
Ford Laser
|
1989
|
32,355
|
%
|
5.3%
|
/88
|
15%
|
1988
|
28,031
|
%
|
5.4%
|
Pos
|
5
|
|
5
|
Model
|
Toyota Camry
|
1989
|
32,308
|
%
|
5.3%
|
/88
|
7%
|
1988
|
30,273
|
%
|
5.8%
|
Pos
|
4
|
|
6
|
Model
|
Toyota Corolla
|
1989
|
22,130
|
%
|
3.6%
|
/88
|
-6%
|
1988
|
23,586
|
%
|
4.5%
|
Pos
|
6
|
|
7
|
Model
|
Nissan Pulsar
|
1989
|
17,698
|
%
|
2.9%
|
/88
|
10%
|
1988
|
16,039
|
%
|
3.1%
|
Pos
|
7
|
|
8
|
Model
|
Ford Telstar
|
1989
|
12,173
|
%
|
2.0%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
9
|
Model
|
Nissan Skyline
|
1989
|
12,173
|
%
|
2.0%
|
/88
|
12%
|
1988
|
10,778
|
%
|
2.1%
|
Pos
|
10
|
|
10
|
Model
|
Nissan Pintara
|
1989
|
11,504
|
%
|
1.9%
|
/88
|
-1%
|
1988
|
11,615
|
%
|
2.2%
|
Pos
|
9
|
|
11
|
Model
|
Holden Astra (e)
|
1989
|
9,550
|
%
|
1.6%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
12
|
Model
|
Ford Fairlane
|
1989
|
8,355
|
%
|
1.4%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
13
|
Model
|
Mazda 626
|
1989
|
7,010
|
%
|
1.2%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
14
|
Model
|
Hyundai Excel
|
1989
|
6,820
|
%
|
1.1%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
15
|
Model
|
Mitsubishi Colt (e)
|
1989
|
6,622
|
%
|
1.1%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
12
|
|
16
|
Model
|
Daihatsu Charade
|
1989
|
5,959
|
%
|
1.0%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
17
|
Model
|
Subaru
|
1989
|
5,290
|
%
|
0.9%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
18
|
Model
|
Honda Civic (e)
|
1989
|
5,175
|
%
|
0.9%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
19
|
Model
|
Honda Prelude (e)
|
1989
|
4,530
|
%
|
0.7%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
20
|
Model
|
Holden Barina
|
1989
|
4,419
|
%
|
0.7%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
n/a
|
Model
|
Mazda 323
|
1989
|
4,043
|
%
|
0.7%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
n/a
|
Model
|
Mitsubishi Lancer
|
1989
|
3,747
|
%
|
0.6%
|
/88
|
n/a
|
1988
|
n/a
|
%
|
n/a
|
Pos
|
n/a
|
|
n/a
|
Model
|
Holden Apollo
|
1989
|
3,256
|
%
|
0.5%
|
/88
|
new
|
1988
|
0
|
%
|
0.0%
|
Pos
|
-
|
|
n/a
|
Model
|
Toyota Lexcen
|
1989
|
2,984
|
%
|
0.5%
|
/88
|
new
|
1988
|
0
|
%
|
0.0%
|
Pos
|
-
|
|
n/a
|
Model
|
Toyota Seca
|
1989
|
2,104
|
%
|
0.3%
|
/88
|
new
|
1988
|
0
|
%
|
0.0%
|
Pos
|
-
|
|
n/a
|
Model
|
Ford Capri
|
1989
|
643
|
%
|
0.1%
|
/88
|
new
|
1988
|
0
|
%
|
0.0%
|
Pos
|
-
|
Blog image: 1982 Ford Falcon (XE) GL sedan (2014-11-23), Author: Sicnag, Date: 23 November 2014