Kia NZ Boss Says New Zealand Has Too Many Car Brands, But a Cap Is Now Too Late

Published 2026-11-06

Todd McDonald, the head of Kia New Zealand, has said that the country has too many car brands. He believes that around 70 brands is too many for a market of New Zealand's size. However, he also said that it is now too late to introduce a limit on the number of brands.

In Australia, some car dealers have asked for a cap on the number of brands that can be sold. They want fewer brands in the market, which they say would make the industry simpler. Mr McDonald agreed that the number of brands in New Zealand is high. However, he said that a cap like the one dealers want in Australia would no longer work here, because the brands are already well established in the market.

The comments show a common view in the New Zealand car industry. Many people agree that the market has a large number of brands, but there is less agreement about what should be done. Some people think fewer brands would help buyers and dealers, while others believe that choice is good for customers. Mr McDonald did not suggest a specific solution in his comments.

For New Zealand car buyers, the discussion shows how the local market is changing. With so many brands competing for sales, customers have a wide range of vehicles to choose from. At the same time, the industry continues to discuss whether this variety is helpful in the long term. The debate is likely to continue as dealers and car companies consider the future of the market.

Sources: Auto Trader NZ

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