Solid sales performances across all segments of New Zealand’s new truck market consolidated Isuzu’s ranking as the top-selling brand in 2024.

Isuzu topped full-year registrations in two of the GVM segments used by New Zealand Truck & Driver and was among the leaders in other volume segments to record another year of local truck market leadership.

Isuzu was the top-selling brand in the 4.5-7.5t (GVM) truck segment with 22.9% market share and dominated the 7.5-15t segment with 41.7% of all registrations. By also ranking second in the 15-20.5t category and number four in the premium 23t-plus segment, Isuzu’s total of 1065 registrations led the market and accounted for 19.4% of all truck registrations (above 4.5t).

Isuzu returned to market leadership during 2023 after two years in which Fuso led the market. Prior to that Isuzu was number one for a 21-year run.

“It was a pleasing result in what was a pretty challenging year, especially in the second half when the brakes started to come on,” says Isuzu New Zealand General Manager Dave Ballantyne.

“I think we did very well in the Light truck market last year, where we have bounced back after Fuso had done well in those segments for a couple of years. In the Medium duty segment, we are always strong, and in the Heavy segment we were the leading Japanese OEM for registrations.

“A big part of Isuzu’s success is the stability we have across our national dealer network and the experience of the staff we have working in that network,” Ballantyne says.

“It’s a comprehensive network. We have 28 touch points for our customers, whether it’s sales or probably more importantly for service nationwide.”

Ballantyne says the signs are promising for Isuzu in 2025 with new models scheduled for introduction later this year.

“We’ve got the new F Series coming in the second half of the year followed up by some key changes on the N Series range.

“The new Euro 6 engine, drivetrain packages and added safety features will make it an exciting upgrade for both our Light and Medium Duty ranges with a new look as well,” Ballantyne says.

Overall, the New Zealand truck market (GVM 4.5t and above) slowed in 2024 with new registrations of 5488 units being down from the record total of 6183 achieved in 2023. However, it is still the third highest yearly total on record, bettered only by 2023 and 2022.

The truck market fared slightly better than the overall new vehicle market in 2023. The Motor Industry Association (MIA) reports the total new vehicle market fell by 13.5% compared to 2023, while the 4.5t-plus categories are down by 11.2%.

Registrations in the premium 23t-plus category revealed some interesting trends.

Scania achieved a fifth consecutive year of segment leadership and with 617 registrations it finished the year one unit ahead of 2023 – in a segment in which total registrations fell from 2929 units to 2519. That lifts the Scania market share from 21% to 24.5%, but more significantly the Swedish marque held a 14.9% share in 2020, the first year it gained segment leadership.

Kenworth was the biggest upward mover in the Heavy Duty segment, climbing from eighth to third ranking during 2024. Kenworth registrations lifted from 200 units in 2023 to 249 last year and its market share grew from 6.8% to 9.9%.

Volvo retained second position in the premium market and posted growth from 306 registrations in 2023 up to 353 last year, resulting in a big boost in market share from 10.4% to 14.0%.

Isuzu ranked fourth in the 23t-plus segment, moving ahead of Fuso by a slim margin of 10 units. 

Brands to lose ground in the premium segment during 2024 included Hino (from 292 units down to 188), UD Trucks (from 251 to 153 units) Mercedes-Benz (from 141 down to 91), Iveco (108 down to 59), MAN (89 down to 50) and Mack (from 44 to 26).

Our full analysis of New Zealand’s 2024 new truck and trailer registrations starts on Page 85 of this month’s issue.