We are 9 months into the current fiscal year with only the last quarter remaining for the FY24 to conclude. Sales of domestically assembled vehicles have dropped to all-time lows during this period, and it is unlikely that total sales will surpass 100,000 units for the full fiscal year.
Related: 2023: Top 3 Worst Selling Cars in Pakistan
While the situation of table toppers is already bad, imagine what it would be for those sitting at the bottom of the charts. The criteria we set to determine the worst performers is a minimum sales of 900 units during the first 9 months of this fiscal year, which means an average monthly sales of 100 units. Though this is already a very low threshold given the awful downturn the market is currently experiencing, we still believe any assembler can easily achieve this number. However, you will be surprised that many locally assembled models fall short of selling even 900 units in the first 9 months of this fiscal year. Let us now look at the domestically assembled vehicles that have performed the poorest in terms of sales during 9MFY24.
Hyundai Elantra
The globally obsolete 6th gen Elantra is the worst-selling Hyundai in Pakistan. Despite being a C-segment offering and a price tag that undercuts both the Toyota Corolla and Honda Civic, the Elantra has miserably failed to make an impact. The sedan has only 778 units under its belt in 9MFY24 averaging an awful 86 units a month. This is 58% less than the 1,866 units sold during the same period of the previous fiscal year.
Hyundai Sonata
The D-segment Sonata has witnessed sales of just 611 units in 9MFY24 averaging only around 67 units a month. This is 42% less than the 1,066 units sold during the same period of the previous fiscal year. Some could contend that because Sonata is a high-end product with a premium price tag, its sales are lower, but its stablemate Santa Fe which is the most expensive Hyundai in Pakistan sold 1,008 units in just 6 months averaging 112 units a month which is quite impressive.
Honda HR-V and BR-V
Honda presents the combined number of HR-V and BR-V to blanket the poor sales figures of the two. Both these vehicles are struggling to make their numbers count. The duo saw just 1,415 units leaving the showroom floors which resulted in just around 707 units for each of them (hypothetically) in 9MFY24. The average monthly sales turn out to be just 78 units a month. The combined number of HR-V and BR-V went down from 3,897 units in 9MFY23, witnessing a deplorable 63% decline in sales.
Isuzu D-Max
In the first 9 months of this fiscal year, the Isuzu D-Max managed to sell just 105 units, resulting in a monthly sales average of deplorable 11.6 units. Compared to the 154 units sold in the same period of last year, the D-Max suffered a further 25% decline in sales in 9MFY24.
BAIC BJ40L
The BAIC BJ40L is a new leader when you vertically flip the domestic sales charts. The pricey SUV saw only 36 units during the first 9 months of this fiscal year averaging only 4 units a month. Last year during the discussed period, 122 units were sold which means the sales came down by a whopping 70% in 9MFY24.
While the aforementioned worst performers have their sales stats documented, there are a few automakers that are in an even worse situation but do not formally disclose their sales data. For example, Chery (Gandhara) which is also part of PAMA (Pakistan Automobile Manufacturers Association), used to disclose its sales data having sold 1,199 units in the discussed period of the previous fiscal year, but has stopped sharing its stats since the beginning of FY24 as its assembly operations were halted. Now you may come across various Chery dealerships promoting on social media to sell their available stock on a priority basis but no data regarding their sales & production numbers are officially released by Chery or Gandhara.
Related: Proton… What a Miss…!
Similarly, Proton is also struggling to move out units from its assembly plant, which according to unofficial sources is not being operated consistently. The X70 buyers are still waiting for over 3 years to get the deliveries while only a handful of Saga units are delivered occasionally, that too of the flagship Ace variant only. If unofficial numbers are to be believed, then Proton will become the undisputed king among the worst-selling automobile brands in Pakistan.
A computer animation professional with over 23 years of industry experience having served in leading organizations, TV channels & production facilities in Pakistan. An avid car enthusiast and petrolhead with an affection to deliver quality content to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com
