2025 BYD Denza B8 review: Quick drive
In Australia, this model is expected to be marketed under BYD's luxury offshoot Denza, and branded with the B8 badge. So, not the Fangchengbao Bao 8, but the Denza B8.
This large three-row SUV is set to go up against the Toyota LandCruiser 300 Series and Nissan Patrol, among other big-name off-road options like the Defender 130 – and it'll likely offer more luxury for less money.So, what's it like? We had a quick steer in China to find out.
Pricing for the Denza B8 is yet to be announced, but it is priced between 379,800 and 407,800 yuan in China, which is approximately A$81,500-A$87,500. 2025 BYD Denza B8: Quick drive Credit: CarExpert
There is no guarantee that it'll be that price when it gets here, however. In fact, there's a strong chance this high-tech hybrid high-rider will come in over the six-figure mark. I mean, if Nissan can charge that for a (loveable) dinosaur like the Patrol, this model could easily command that kind of cash, right?
For context, the LandCruiser 300 Series starts at $97,990 plus on-roads for a model with vinyl flooring and cloth seat trim, while Nissan kicks off pricing for its 15-year-old Patrol at a tick over $90k plus on-roads. Meanwhile, a Defender 130 – which this car will theoretically compete against, too – starts from just under $130,000 plus on-roads.
There's no confirmed standard spec yet, but the Bao 8 comes with good stuff like height-adjustable air suspension, pop-out side steps, and the choice of six- or seven-seat configurations in China.
The B8 feels luxurious and capable inside – that was my first impression, at least. 2025 BYD Denza B8: Quick drive Credit: CarExpert
With a lovely two-tone finish in the model I drove, the B8 gave off 'Defender, but nicer' vibes, and the cabin tech is next-level.
The driver gets a configurable 12.3-inch digital instrument cluster with some critical data on show, like tyre pressure monitoring, remaining battery and fuel range, speed and media settings, as well as temperature, vehicle height, altitude and more.
Across from it is a massive 17.3-inch multimedia touchscreen with a whole host of stuff, including a connected sat-nav system, smartphone mirroring, media controls, and car controls such as boot opening and locking.
There is also an illustrated car icon that you can adjust settings with, and even make interior changes by tapping away at the controls. 2025 BYD Denza B8: Quick drive Credit: CarExpert
The screen wasn't set to English, but I managed to figure out some of the system's depth, and it has a lot going on there. On screen there is also a display for the different on- and off-road drive modes, including data for the car's height when you're adjusting the suspension, and the pitch and yaw angles so you can see the attitude of the stuff you're attempting.
There aren't physical controls for fan speed and temperature, but a home bar at the bottom of the screen allows constant easy access, and there are fragrance and seat adjustment controls as part of the submenu setup too. And there's an on-screen control for the fridge temperature, or you can use the dial in front of it in the centre console.
All the materials feel high-quality and the fit and finish of the test vehicle I drove was impeccable.
Seat comfort is superb, with great bolstering and adjustability, and the creature comforts of heating, ventilation, memory settings and electric adjustment are all catered for. I love the fact it comes with Touareg/Cayenne-style double sun-visors, too. 2025 BYD Denza B8: Quick drive Credit: CarExpert 2025 BYD Denza B8: Quick drive Credit: CarExpert
Storage includes cupholders, a lower tray area for loose items, wireless phone charging pads and big bottle holders.
Second-row space is perhaps not as good as you might think for a car of this size, but that's with the seats set to their forward-most position. Electronically slide the second row back a bit and even six-foot-plus adults will be able to fit in behind similarly sized drivers.
There is electric recline adjust for the second row too, meaning you can really get comfy in the back, and there's heaps of headroom too. You'll fit three adults across the back if you need to. There's a few grab-handle options in the back for off-road adventures, plus good lighting, and the window seats have heating and cooling as well.
There are directional vents overhead, with a climate control panel on the back of the centre console area, as well as a flip-down armrest with cupholders. 2025 BYD Denza B8: Quick drive Credit: CarExpert
Third-row access is electric, with a button on the kerb side that will slide the smaller portion of the 60:40-split rear bench forwards, and it adjusts the front seat forward if no occupant is present, to allow access into the very back.
The biggest issue is that it's a bit slow, and if you're a parent you'll know that every second counts when you're trying to load in the kids. But once in the back, and with the seat returned to its rear-most position, I still had a surprisingly good amount of space.At 182cm/6'0', there was still a couple of centimetres between my knees and the seatback, while toe room was good, and headroom was cavernous too. The packaging is brilliant, and there are overhead vents, grab handles, USB-C ports and cupholders, and the rearmost seats recline too.
But while the comfort and space of the third row is very good, there is a possible issue – no child-seat anchor points or ISOFIX in the back row. That could be an issue for bigger families. 2025 BYD Denza B8: Quick drive Credit: CarExpert
Open the side-swinging tailgate and you have a sizeable cargo area. You can adjust the car's height up or down using adjustment toggles on the wheel-arch, which raise or lower the vehicle on its air suspension. Handy considering it otherwise has a high load-in height.
The third-row seats are electrically deployable as well. With them in place, there is a backpack- or golfbag-friendly level of luggage space, with a small storage compartment underneath.
Lower them down using the toggle switches (it is a bit slow!), and there is a claimed 1130 litres of cargo capacity behind the middle-row seats – easily enough for a family of five's luggage for a school holiday road trip.
There are cargo hooks and power options in the back, as well.
This is a higher-output powertrain than in the smaller Fangchengbao Bao 5 (Denza B5), and it punches pretty hard! 2025 BYD Denza B8: Quick drive Credit: CarExpert
There's a 2.0-litre petrol engine teamed to a pair of electric motors (one front, one rear), which can all work together to offer four-wheel drive and a mass of grunt.
In some markets there is a possibility the brand will add a cheaper, (slightly) less powerful 1.5L DMO hybrid system with a smaller-capacity battery. It's understood, though, that Australia will likely score the headline-grabbing, high-output, big-battery version first.
It needs the extra grunt compared to the B5, because the B8 is a hefty beast at 3305kg (kerb). Full details on towing specs and local weights and capacities are still to be determined.
My Denza B8 experience in Shenzen, China, wasn't a typical test drive. There was some time spent off-road, and some time on-road – if you can call a spin in a carpark with witches hats a 'drive'. 2025 BYD Denza B8: Quick drive Credit: CarExpert
But after about 20 minutes on the tame, unsealed obstacle course (an ATV trail at a resort), I can attest that it feels like it has all the tools to offer a very different experience in the rough stuff than the big-name options in the market.
The DMO Super Hybrid platform from BYD underpins the B8, which features a body-on-frame construction with double-wishbone suspension and DiSus-P air springs, which are height adjustable up to a maximum of 310mm.
When it's at that height it has the typical 'tip-toe' feel, communicating the changes in the surface to the occupants of the car very clearly, but in the tough stuff you really wanna know what's happening at the tyre tread.
And – amazingly – it handled the obstacles of this track while fitted with Michelin Pilot Sport EV rubber (275/50 R21). 2025 BYD Denza B8: Quick drive Credit: CarExpert
That tyre might be better suited to on-road driving (we'll get to that in a sec), but it held its own over a series of unsealed situations including a couple of moguls, some tight turnarounds, a 23-degree descent, and a mix of surfaces to contend with.
This was hardly an epic outback off-road experience, but it made me feel confident that the car has the gear it needs to get it done, and there's a whole host of off-road driving modes, including Snow, Mud, Sand, Wading, Mountain, Burst, Sport+, and more.
There's a low-speed, low-range 4WD mode, and three automatic differential locks (rear, centre, front), which we didn't need. Not even close.
But as promising as the B8 felt like it could be for dirty driving, the on-road experience really showed the depth of its abilities. 2025 BYD Denza B8: Quick drive Credit: CarExpert
Admittedly, a series of cones in a slalom pattern, some turnaround exercises, and a series of bump strips on a perfect carpark surface is hardly the same as piloting a 3.3-tonne SUV down Parramatta Road, but this thing felt very promising in its driving manners.
In Sport+ mode the acceleration is astounding for such a big chunk of metal, with the electric motors doing the majority of the work before the engine kicked in to assist above about 70km/h.
It would have kept going, had there been enough carpark, but instead I had to pitch it to a halt, which it did faster than I expected, and with far less drama than the B5 on its passive suspension.
The airbag suspension system in this vehicle seems to be brilliant, offering a smooth ride character and better body control than you'd expect of a car that weighs half-a-tonne more than a Patrol. 2025 BYD Denza B8: Quick drive Credit: CarExpert
The steering also offered a decent level of predictability for a ladder-frame SUV, too.
There's obviously a lot more to find out about this vehicle, and I would love to experience it beyond the confines of a Chinese 'drive' program.
As stated, there is a lot to learn about what the Denza B8 spec list will look like if it comes to Australia, but this model is extremely well specified in its home market of China. 2025 BYD Denza B8: Quick drive Credit: CarExpert 2025 BYD Denza B8: Quick drive Credit: CarExpert 2025 BYD Denza B8: Quick drive Credit: CarExpert 2025 BYD Denza B8: Quick drive Credit: CarExpert
2025 BYD Denza B8 equipment highlights: LED lighting
21-inch alloy wheels
Genuine leather upholstery
Heated and ventilated front seats
Heated and ventilated second-row seats
Electric seat adjustment
17.3-inch central touchscreen with DiLink system connected services
12.3-inch LCD instrument cluster
12.3-inch passenger touchscreen
50-inch head-up display with augmented reality
18-speaker Devialet sound system
Wireless charging
Panoramic sunroof
Ambient lighting
USB Type-C ports through the cabin
Climate control air-con
Fragrance system
Console refrigerator (-6C to +6C)
Mobile phone car key functionality
The B8 hasn't got a relevant independent rating as yet, but it comes equipped with a host of tech that should help it hit high marks for safety tech. 2025 BYD Denza B8: Quick drive Credit: CarExpert
These include BYD's 'God's Eye' array of cameras (12), ultrasonic radars (12), millimetre-wave radars (3) and a LiDAR sensor, all of which is computed by Huawei's Qiankun ADS 3.0 software.
As such, it has full-speed adaptive cruise control, a 360-degree surround-view camera with centimetre-perfect parking sensor precision, and a high level of autonomy. In China, this model can use Navigate on Autopilot (NOA) to follow a route programmed into the sat-nav system. It also has automated parking.
In China, the standard safety gear comprises: 7 airbags
AEB
Rollover stability control
Collision Detection
Blind Spot Warning
EBD/CBC
EBA/BA
Lane Departure Warning
Lane Keeping Assist
Front and rear parking sensors
Auto parking with auto braking
Surround-view camera
Denza is expected to meet the market when it comes to warranty, offering at least five years/unlimited-km of cover. But it may even go beyond that with a longer warranty program to match parent company BYD. 2025 BYD Denza B8: Quick drive Credit: CarExpert
If it were to do that, there'd be a six-year/150,000km warranty for the vehicle, and an eight-year warranty for the battery pack.
Servicing details are yet to be determined, but it wouldn't be surprising to see Denza offer something similar to Genesis with a five-year free service program to entice buyers into the brand.
My first impressions of the Denza B8 are more than positive. They're exceptionally high. 2025 BYD Denza B8: Quick drive Credit: CarExpert
With the right price, dealer network and backing, this could be a serious player in the family-friendly extra-large off-roader space, while offering a completely different experience to a LandCruiser or Patrol.
I can't wait to see how it is positioned here. It could be a monumental moment for the broader BYD business in Australia.
MORE: Everything BYD Great interior
Loaded with tech and spec
Three rows of spacious seating It's enormous
It's extremely heavy
It might be pretty pricey...
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MORE: Everything Lexus Content originally sourced from: The Lexus Sport Concept has been revealed at The Quail Motorsports Gathering, part of the Monterey Car Week, and it previews the brand's next supercar. Lexus has revealed very little about the car apart from the "future-focused" concept car "signals the way forward for Lexus design", and which also provides "vision for a next-generation sports car". The Sport Concept looks to be an evolution of the Electrified Sport concept that was first revealed at the end of 2021. CarExpert can save you thousands on a new car. Click here to get a great deal. Both feature a long bonnet, small cabin, and short rear deck, but the earlier Electrified Sport was a riot of curves and included a rather droopy rear end. The new Sport Concept has a harder edged appearance with a variety of crisp character lines. It's not stated what type of drivetrain the Sport Concept is meant to have, but given the lack of visible exhaust hardware, the small air intake, and that it seems like an evolution of the Electrified Sport, it's possible the drivetrain is pure electric. Given Toyota's slow and steady approach to EVs, an all-electric successor to the well regarded V10-powered LFA would be quite a statement. The production version of the Sport Concept may be one of two supercars topping the Lexus range, with spy photographers nabbing photos last year of the another supercar. Thought to be called LFR, this vehicle also features a long bonnet and cab-backward design, but is basically a road-legal version of the GR GT3 race car. The LFR is believed to be powered by hybrid drivetrain with a 4.0-litre twin-turbo V8 at its core. The V8 is said to make between 515kW and 530kW, with total system output reportedly beyond 660kW. Reports indicate the LFR could debut later this year before going on sale in 2026. MORE: Everything Lexus Content originally sourced from: The Lexus Sport Concept has been revealed at The Quail Motorsports Gathering, part of the Monterey Car Week, and it previews the brand's next supercar. Lexus has revealed very little about the car apart from the "future-focused" concept car "signals the way forward for Lexus design", and which also provides "vision for a next-generation sports car". The Sport Concept looks to be an evolution of the Electrified Sport concept that was first revealed at the end of 2021. CarExpert can save you thousands on a new car. Click here to get a great deal. Both feature a long bonnet, small cabin, and short rear deck, but the earlier Electrified Sport was a riot of curves and included a rather droopy rear end. The new Sport Concept has a harder edged appearance with a variety of crisp character lines. It's not stated what type of drivetrain the Sport Concept is meant to have, but given the lack of visible exhaust hardware, the small air intake, and that it seems like an evolution of the Electrified Sport, it's possible the drivetrain is pure electric. Given Toyota's slow and steady approach to EVs, an all-electric successor to the well regarded V10-powered LFA would be quite a statement. The production version of the Sport Concept may be one of two supercars topping the Lexus range, with spy photographers nabbing photos last year of the another supercar. Thought to be called LFR, this vehicle also features a long bonnet and cab-backward design, but is basically a road-legal version of the GR GT3 race car. The LFR is believed to be powered by hybrid drivetrain with a 4.0-litre twin-turbo V8 at its core. The V8 is said to make between 515kW and 530kW, with total system output reportedly beyond 660kW. Reports indicate the LFR could debut later this year before going on sale in 2026. MORE: Everything Lexus Content originally sourced from:
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16 hours ago
- The Advertiser
Honda says it's no longer a ‘volume brand'
Honda says it's not a 'volume brand', but it's not using its upmarket status as a reason not to grow sales in Australia, where it says the CR-V has the potential to topple the Toyota RAV4 from its throne. The Japanese brand's local sales in the first seven months of 2025 have put Honda on target to sell more than 15,000 vehicles this year, which would would be its best result since adopting a controversial agency sales strategy in the middle of 2021, a year in which it sold 17,562 vehicles. But that's still a far cry from its pre-COVID days when it consistently sold more than 40,000 vehicles annually, including a peak of over 60,000 sales in 2007. While the switch to agency sales, which introduced fixed drive-away prices nationally and ownership of vehicles by Honda rather than its dealers, came with a lower annual sales forecast of around 18,000 vehicles, Honda Australia is still to reach that number. However, under the new leadership of CEO Jay Joseph and managing director Rob Thorp, both of whom took up their respective positions in April 2025, Honda says it has no intention to become a volume brand once again. CarExpert can save you thousands on a new Honda. Click here to get a great deal. "We've earned this niche of not just being a mainstream brand that's just selling volume on price, but because of the inherent qualities and tech innate qualities of our products," Mr Joseph told CarExpert. "We've earned a spot where there are premium mainstream products. Honda is not trying to reposition itself as a volume brand – that is not our aspiration – but as far as the space we occupy here, we don't behave like a volume brand because we don't need to, because our value proposition is not just the product and not just the price, but it's how we take care of customers. "[But] Don't get me wrong – we have volume potential." Mr Joseph spoke of "aggressive" sales growth for the brand, but – while many auto brands including new Chinese entrants publicly state their sales forecasts and even their desired rank on the Australian sales charts – Honda will not. "We're not putting a number on it, but we're quite ambitious with our growth plan," Mr Thorp told CarExpert. "We think we've got a current product portfolio, plus a range of models that we're able to bring to market that's going to give us the opportunity to extract more growth out of this brand, and particularly the growth I think it deserves. "It all comes down to our ability to execute on the quality of the product that we're going to have access to – that becomes the challenge in the current environment." Honda Australia currently sells only five models – the small Civic hatchback, the mid-size Accord sedan, and the HR-V small SUV and ZR-V and CR-V mid-size SUVs – but it recently outlines a future product plan including the release of more hybrid powertrain options for its best-selling CR-V lineup to tackle the top-selling, hybrid-only Toyota RAV4. It also confirmed the born-again Honda Prelude sports car – with a hybrid powertrain – for Australian release in 2026, when it will also launch its first electric vehicle (EV). While Mr Thorp and Mr Joseph confirmed the company is keen on the Honda 0 Series range of EVs for Australia, they cautioned that the 0 Series (and the Prelude) won't be volume-sellers. Instead, the Honda Australia leadership team pointed to hybrid-powered mid-size SUVs, specifically the CR-V, as its biggest growth potential. "We know that the CR-V is the best vehicle in this segment – the CR-V hybrid is the absolute best vehicle in the segment in terms of driving performance and versatility, and the overall value proposition," Mr Joseph said. "When we look at how we take care of the customer after the sale – low-cost servicing, resale value – when you look at all of that together, aside from the fact it's the best driving vehicle in its segment… if it's the best vehicle in its segment, why wouldn't it be the best-selling vehicle in that segment? "I think that's the starting point. We look at those things and then if we can make the adjustments that can be the best-selling vehicle in the segment."That's our potential. That's how we look at that – and that's what we should achieve." To July this year the CR-V has notched up 3592 sales (down 11.2 per cent year-on-year), while the RAV4 – Toyota Australia's top-selling model and the nation's favourite SUV in 2024 – found 28,449 new homes (down 9.2 per cent). MORE: Explore the Honda showroom Content originally sourced from: Honda says it's not a 'volume brand', but it's not using its upmarket status as a reason not to grow sales in Australia, where it says the CR-V has the potential to topple the Toyota RAV4 from its throne. The Japanese brand's local sales in the first seven months of 2025 have put Honda on target to sell more than 15,000 vehicles this year, which would would be its best result since adopting a controversial agency sales strategy in the middle of 2021, a year in which it sold 17,562 vehicles. But that's still a far cry from its pre-COVID days when it consistently sold more than 40,000 vehicles annually, including a peak of over 60,000 sales in 2007. While the switch to agency sales, which introduced fixed drive-away prices nationally and ownership of vehicles by Honda rather than its dealers, came with a lower annual sales forecast of around 18,000 vehicles, Honda Australia is still to reach that number. However, under the new leadership of CEO Jay Joseph and managing director Rob Thorp, both of whom took up their respective positions in April 2025, Honda says it has no intention to become a volume brand once again. CarExpert can save you thousands on a new Honda. Click here to get a great deal. "We've earned this niche of not just being a mainstream brand that's just selling volume on price, but because of the inherent qualities and tech innate qualities of our products," Mr Joseph told CarExpert. "We've earned a spot where there are premium mainstream products. Honda is not trying to reposition itself as a volume brand – that is not our aspiration – but as far as the space we occupy here, we don't behave like a volume brand because we don't need to, because our value proposition is not just the product and not just the price, but it's how we take care of customers. "[But] Don't get me wrong – we have volume potential." Mr Joseph spoke of "aggressive" sales growth for the brand, but – while many auto brands including new Chinese entrants publicly state their sales forecasts and even their desired rank on the Australian sales charts – Honda will not. "We're not putting a number on it, but we're quite ambitious with our growth plan," Mr Thorp told CarExpert. "We think we've got a current product portfolio, plus a range of models that we're able to bring to market that's going to give us the opportunity to extract more growth out of this brand, and particularly the growth I think it deserves. "It all comes down to our ability to execute on the quality of the product that we're going to have access to – that becomes the challenge in the current environment." Honda Australia currently sells only five models – the small Civic hatchback, the mid-size Accord sedan, and the HR-V small SUV and ZR-V and CR-V mid-size SUVs – but it recently outlines a future product plan including the release of more hybrid powertrain options for its best-selling CR-V lineup to tackle the top-selling, hybrid-only Toyota RAV4. It also confirmed the born-again Honda Prelude sports car – with a hybrid powertrain – for Australian release in 2026, when it will also launch its first electric vehicle (EV). While Mr Thorp and Mr Joseph confirmed the company is keen on the Honda 0 Series range of EVs for Australia, they cautioned that the 0 Series (and the Prelude) won't be volume-sellers. Instead, the Honda Australia leadership team pointed to hybrid-powered mid-size SUVs, specifically the CR-V, as its biggest growth potential. "We know that the CR-V is the best vehicle in this segment – the CR-V hybrid is the absolute best vehicle in the segment in terms of driving performance and versatility, and the overall value proposition," Mr Joseph said. "When we look at how we take care of the customer after the sale – low-cost servicing, resale value – when you look at all of that together, aside from the fact it's the best driving vehicle in its segment… if it's the best vehicle in its segment, why wouldn't it be the best-selling vehicle in that segment? "I think that's the starting point. We look at those things and then if we can make the adjustments that can be the best-selling vehicle in the segment."That's our potential. That's how we look at that – and that's what we should achieve." To July this year the CR-V has notched up 3592 sales (down 11.2 per cent year-on-year), while the RAV4 – Toyota Australia's top-selling model and the nation's favourite SUV in 2024 – found 28,449 new homes (down 9.2 per cent). MORE: Explore the Honda showroom Content originally sourced from: Honda says it's not a 'volume brand', but it's not using its upmarket status as a reason not to grow sales in Australia, where it says the CR-V has the potential to topple the Toyota RAV4 from its throne. The Japanese brand's local sales in the first seven months of 2025 have put Honda on target to sell more than 15,000 vehicles this year, which would would be its best result since adopting a controversial agency sales strategy in the middle of 2021, a year in which it sold 17,562 vehicles. But that's still a far cry from its pre-COVID days when it consistently sold more than 40,000 vehicles annually, including a peak of over 60,000 sales in 2007. While the switch to agency sales, which introduced fixed drive-away prices nationally and ownership of vehicles by Honda rather than its dealers, came with a lower annual sales forecast of around 18,000 vehicles, Honda Australia is still to reach that number. However, under the new leadership of CEO Jay Joseph and managing director Rob Thorp, both of whom took up their respective positions in April 2025, Honda says it has no intention to become a volume brand once again. CarExpert can save you thousands on a new Honda. Click here to get a great deal. "We've earned this niche of not just being a mainstream brand that's just selling volume on price, but because of the inherent qualities and tech innate qualities of our products," Mr Joseph told CarExpert. "We've earned a spot where there are premium mainstream products. Honda is not trying to reposition itself as a volume brand – that is not our aspiration – but as far as the space we occupy here, we don't behave like a volume brand because we don't need to, because our value proposition is not just the product and not just the price, but it's how we take care of customers. "[But] Don't get me wrong – we have volume potential." Mr Joseph spoke of "aggressive" sales growth for the brand, but – while many auto brands including new Chinese entrants publicly state their sales forecasts and even their desired rank on the Australian sales charts – Honda will not. "We're not putting a number on it, but we're quite ambitious with our growth plan," Mr Thorp told CarExpert. "We think we've got a current product portfolio, plus a range of models that we're able to bring to market that's going to give us the opportunity to extract more growth out of this brand, and particularly the growth I think it deserves. "It all comes down to our ability to execute on the quality of the product that we're going to have access to – that becomes the challenge in the current environment." Honda Australia currently sells only five models – the small Civic hatchback, the mid-size Accord sedan, and the HR-V small SUV and ZR-V and CR-V mid-size SUVs – but it recently outlines a future product plan including the release of more hybrid powertrain options for its best-selling CR-V lineup to tackle the top-selling, hybrid-only Toyota RAV4. It also confirmed the born-again Honda Prelude sports car – with a hybrid powertrain – for Australian release in 2026, when it will also launch its first electric vehicle (EV). While Mr Thorp and Mr Joseph confirmed the company is keen on the Honda 0 Series range of EVs for Australia, they cautioned that the 0 Series (and the Prelude) won't be volume-sellers. Instead, the Honda Australia leadership team pointed to hybrid-powered mid-size SUVs, specifically the CR-V, as its biggest growth potential. "We know that the CR-V is the best vehicle in this segment – the CR-V hybrid is the absolute best vehicle in the segment in terms of driving performance and versatility, and the overall value proposition," Mr Joseph said. "When we look at how we take care of the customer after the sale – low-cost servicing, resale value – when you look at all of that together, aside from the fact it's the best driving vehicle in its segment… if it's the best vehicle in its segment, why wouldn't it be the best-selling vehicle in that segment? "I think that's the starting point. We look at those things and then if we can make the adjustments that can be the best-selling vehicle in the segment."That's our potential. That's how we look at that – and that's what we should achieve." To July this year the CR-V has notched up 3592 sales (down 11.2 per cent year-on-year), while the RAV4 – Toyota Australia's top-selling model and the nation's favourite SUV in 2024 – found 28,449 new homes (down 9.2 per cent). MORE: Explore the Honda showroom Content originally sourced from: Honda says it's not a 'volume brand', but it's not using its upmarket status as a reason not to grow sales in Australia, where it says the CR-V has the potential to topple the Toyota RAV4 from its throne. The Japanese brand's local sales in the first seven months of 2025 have put Honda on target to sell more than 15,000 vehicles this year, which would would be its best result since adopting a controversial agency sales strategy in the middle of 2021, a year in which it sold 17,562 vehicles. But that's still a far cry from its pre-COVID days when it consistently sold more than 40,000 vehicles annually, including a peak of over 60,000 sales in 2007. While the switch to agency sales, which introduced fixed drive-away prices nationally and ownership of vehicles by Honda rather than its dealers, came with a lower annual sales forecast of around 18,000 vehicles, Honda Australia is still to reach that number. However, under the new leadership of CEO Jay Joseph and managing director Rob Thorp, both of whom took up their respective positions in April 2025, Honda says it has no intention to become a volume brand once again. CarExpert can save you thousands on a new Honda. Click here to get a great deal. "We've earned this niche of not just being a mainstream brand that's just selling volume on price, but because of the inherent qualities and tech innate qualities of our products," Mr Joseph told CarExpert. "We've earned a spot where there are premium mainstream products. Honda is not trying to reposition itself as a volume brand – that is not our aspiration – but as far as the space we occupy here, we don't behave like a volume brand because we don't need to, because our value proposition is not just the product and not just the price, but it's how we take care of customers. "[But] Don't get me wrong – we have volume potential." Mr Joseph spoke of "aggressive" sales growth for the brand, but – while many auto brands including new Chinese entrants publicly state their sales forecasts and even their desired rank on the Australian sales charts – Honda will not. "We're not putting a number on it, but we're quite ambitious with our growth plan," Mr Thorp told CarExpert. "We think we've got a current product portfolio, plus a range of models that we're able to bring to market that's going to give us the opportunity to extract more growth out of this brand, and particularly the growth I think it deserves. "It all comes down to our ability to execute on the quality of the product that we're going to have access to – that becomes the challenge in the current environment." Honda Australia currently sells only five models – the small Civic hatchback, the mid-size Accord sedan, and the HR-V small SUV and ZR-V and CR-V mid-size SUVs – but it recently outlines a future product plan including the release of more hybrid powertrain options for its best-selling CR-V lineup to tackle the top-selling, hybrid-only Toyota RAV4. It also confirmed the born-again Honda Prelude sports car – with a hybrid powertrain – for Australian release in 2026, when it will also launch its first electric vehicle (EV). While Mr Thorp and Mr Joseph confirmed the company is keen on the Honda 0 Series range of EVs for Australia, they cautioned that the 0 Series (and the Prelude) won't be volume-sellers. Instead, the Honda Australia leadership team pointed to hybrid-powered mid-size SUVs, specifically the CR-V, as its biggest growth potential. "We know that the CR-V is the best vehicle in this segment – the CR-V hybrid is the absolute best vehicle in the segment in terms of driving performance and versatility, and the overall value proposition," Mr Joseph said. "When we look at how we take care of the customer after the sale – low-cost servicing, resale value – when you look at all of that together, aside from the fact it's the best driving vehicle in its segment… if it's the best vehicle in its segment, why wouldn't it be the best-selling vehicle in that segment? "I think that's the starting point. We look at those things and then if we can make the adjustments that can be the best-selling vehicle in the segment."That's our potential. That's how we look at that – and that's what we should achieve." To July this year the CR-V has notched up 3592 sales (down 11.2 per cent year-on-year), while the RAV4 – Toyota Australia's top-selling model and the nation's favourite SUV in 2024 – found 28,449 new homes (down 9.2 per cent). MORE: Explore the Honda showroom Content originally sourced from:
