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Beyond the Badge
What’s Quietly Reshaping Australia’s 4x4 Market
As resellers, you know the 4x4 segment better than anyone, but beneath the surface of familiar sales charts, new dynamics are emerging that deserve attention.
While the Ranger, Hilux, and D-Max still lead in volume, their YTD declines signal a shift in buyer behaviour. Loyalty is no longer a given. Instead, value, tech, and versatility are driving decisions. That’s why models like the GWM Cannon Alpha (up 462%) and Jeep Gladiator (+22%) are gaining traction, not just for their specs, but for the stories they tell.
Electrification is also nudging into the dual-cab space. Beyond the headline grabbing BYD Shark 6, there’s a growing curiosity around hybrid-ready platforms. Buyers may not be switching yet, but they’re asking, and that’s the first step toward change.
4x4 Market at a Glance
4x4 Sales Surge
285,000 units sold across two periods
17% of all new vehicle sales
Top sellers: Ranger, Hilux, D-Max - but showing decline in volume
For resellers, this means more than stocking what sells. It’s about anticipating what’s next. That includes understanding how new entrants affect parts demand, fitment profiles, and servicing needs.
AAD: Australia’s Leading Distributor of Automotive & 4x4 Parts
With over 40 years of experience, AAD is Australia’s leading distributor of aftermarket parts, trusted by resellers nationwide to deliver performance, reliability, and innovation.
With nearly 285,000 4x4 pick-ups and cab-chassis vehicles sold, the segment now accounts for over 17% of new vehicle sales. Demand for durable, high-performance parts has never been higher, and AAD is leading the charge.
AAD is solution-driven and market-responsive. Our engineering and product development teams work closely with resellers and enthusiasts to create what the Australian 4x4 market truly needs, parts built for our terrain, climate, and driving demands.
Whether you're servicing fleets, outfitting weekend warriors, or supporting remote operators, AAD ensures you can stock what your customers demand, today and tomorrow.
AAD – trusted brands, proven performance, real-world results.
Source: VFACTS National Report - July 2025
What’s Driving the Shift
Buyers are changing gears, loyalty is no longer guaranteed.
• Value, technology, and versatility now drive purchase decisions.
• New challengers are rising fast:
• GWM Cannon Alpha ↑ 462%
• Jeep Gladiator ↑ 22%
• Electrification is comingearly curiosity around hybridready platforms and EV utes marks the first step in change.
Why It Matters for Resellers
• High durability = fewer returns & complaints
• Long-lasting parts = repeat business & customer trust
• Growing segment = sales opportunity for high-performance 4x4 parts
• AAD support: extensive stock of high-quality 4x4 components, backed by expert technical guidance and quick fulfillment, ensuring resellers can meet customer demand without delays
• Proven expertise in identifying which parts perform best in harsh terrain, helping resellers confidently stock highmargin items.
With AAD's deep product knowledge and supply network, resellers can meet demand confidently stocking the parts 4x4 drivers rely on most.
Why AAD Leads the Charge
40+ years as Australia’s trusted 4x4 parts distributor, built on:
• Unmatched range
• Reliable quality
• Performance proven in real-world conditions
We supply the brands that keep Australia moving:
• Roadsafe – Steering & Suspension
• Blackhawk 4x4 – Performance Upgrades
• Direction Plus – Filtration & Protection
• Protex – All Things Brakes
Roadsafe STR Shock Absorbers
Trusted Performance, Now in 157 New Part Numbers
Roadsafe has been supplying quality, trusted steering and suspension parts to the Australian automotive market for over 40 years. Building on this experience, Roadsafe now expands its range with 157 new STR Shock Absorbers, delivering high quality, competitively priced, and reliable suspension solutions that resellers and customers can trust.
Precision Engineering for Every Vehicle
Roadsafe STR Shock Absorbers are nitrogen gas-charged to provide exact, consistent valving. Chrome finished piston shafts minimise wear, chipping, and drag, while precisely tuned valving for each vehicle application improves:
• Vehicle comfort and control
• Steering response
• Emergency stopping distances
High-quality piston rod guides ensure smooth, precise damping and superior resistance against side loading.
Built for Reliability and Performance
Each pressure tube in the STR range is seamless and precisely cylindrical, delivering high burst pressure and consistent, long-term performance. Durable rubber bushings reduce noise, vibration, and harshness, while keeping the shock absorber securely mounted under all conditions.
The STR range includes:
• Sealed strut designs
• Telescopic shocks
• Spring-seated shock absorbers
• Ensuring repairers have easy access to the widest selection to suit Australia’s most popular vehicle makes and models.
Why Resellers Should Stock Roadsafe STR
• Over 40 years of Australian expertise in suspension components
• 157 new part numbers covering a broad range of passenger vehicles
• High-quality, reliable, competitively priced products
• Designed for ease of fitment, long-lasting performance, and customer satisfaction
The EV and Hybrid Revolution What Resellers Need to Know
EVs Are Accelerating in Australia
Australia’s EV market is growing fast. In 2025, EVs account for 11% of new car sales, up from 9.65% in 2024, and projections suggest 19% by 2026. For resellers, this isn’t just a trend, it’s a shift that will impact customer expectations, service requirements, and aftermarket demand.
Chinese Brands are Driving Change
BYD, Denza, Jetour, and ICaur are entering Australia’s top 10 new car sales for the first time. BYD is leading with models like the ATTO 1, ATTO 2, and SEALION 5/6/8 PHEVs, offering both urban EVs and hybrids capable of off-road performance. For resellers, understanding these vehicles and their after-sales expectations is critical.
Parts and Services are Evolving
Traditional car components like filters, spark plugs, and belts are declining. In their place are batteries, sensors, and thermal management systems. Workshops and resellers need to invest in training, diagnostic tools, and EV-ready inventory to remain competitive.
Hybrids and 4WD Offer
New Opportunities
BYD’s hybrid 4WDs address range concerns in rural and regional Australia, offering roughly 1,000km of travel per refuel. Fully electric 4WDs are still limited by infrastructure, making hybrids a practical alternative. Resellers have an opportunity to educate customers and guide them toward these emerging segments.
Customer Expectations Are Evolving
Buyers increasingly expect proactive support, clear guidance on charging, and advice on EV longevity. Resellers who can provide this expertise position themselves as trusted partners.
Planning for the Future
To stay ahead:
• Inventory: Stock parts for EVs and hybrids.
• Training: Upskill staff in EV diagnostics and safety.
The Takeaway:
• Customer Engagement: Educate buyers on EV and hybrid options.
• Market Awareness: Track BYD and other Chinese brand launches to anticipate demand.
The EV and hybrid revolution is here. Resellers who act now - investing in knowledge, equipment, and customer service, will be best positioned to thrive in Australia’s evolving automotive landscape.
11%
of new car sales are EVs in 2025
BYD Atto 1
Australia’s most affordable EV
The launch of BYD Atto 1 in Australia is scheduled for November 2025.
Source: AAAA magazine July issue, 2025
Sealion 6/8
Hybrid 4WD with ~1,000km range
The Crucial Role: Backbone of a Smooth Ride
Hubs and bearings, though often overlooked, form the backbone of a trailer's smooth and controlled journey. They facilitate the wheels' free rotation and bear the weight of the trailer. Neglecting their upkeep can result in uneven tire wear, rough handling, and, at worst, mechanical breakdowns.
Seals, the silent guardians, protect against contamination and moisture, preserving the integrity of these components. Overlooking seal maintenance can lead to premature wear and tear, necessitating costly repairs and potentially leaving customers stranded.
Practical Tips for Optimal Maintenance:
1. Regular Inspection: Conduct thorough inspections of hubs, seals, and bearings during routine maintenance. Identify any signs of wear, corrosion, or damage, and promptly replace compromised components.
2. Lubrication: Proper lubrication is the lifeblood of these components. Use BW Bearing Buddies lubricant and quantity as recommended by the manufacturer to extend the components' lifespan.
3. Sealing Integrity: Regularly check seals for signs of leakage or damage. Replace any compromised seals to ensure they continue their crucial protective role.
4. Torque It Right: During installation, adhere meticulously to recommended torque specifications. Avoid over-tightening or under-tightening, as this can significantly impact performance and longevity.
5. Environmental Considerations: Tailor your approach based on operating conditions. If the trailer endures extreme conditions, such as marine applications or varying temperatures, ensure the use of suitable parts to withstand the challenges.
Quality Matters: Choose BW for Reliability
Meticulous maintenance ensures your trailer rolls smoothly and reliably. BW offers a comprehensive range of light trailer hubs, bearings, and seals suitable for passenger, commercial, and 4WD applications.
BW Trailer Bearing Kits are sourced from top-tier manufacturers, ensuring safety and reliability throughout the lifespan of the unit. Our kits cater to all common trailer hubs and axles for road, off-road, and marine use.
Available as bare hubs or complete with quality bearings, oil seals, and dust caps, and in either standard or galvanized finishes for marine applications.
For more information about the BW range visit AAD Online or contact your local AAD Sales Representative.
Terms and Conditions: Promotion commences at 12:01am AEDT 1st of November 2025 and ends at 11:59pm AEDT 30th of November 2025, or while stock lasts (Offer Period). Stock availability varies by state, no rainchecks. To be eligible to claim benefits of this promotion, selected customers must spend a minimum of $1,000 ex. GST on SuperPro products from AAD during the Offer Period (Qualifying Customers). Qualifying Customers will receive $400 worth of SuperPro products. Qualifying customers will be contacted by the AAD Customer Service Team after the conclusion of the promotion to select up to $400 ex. GST of SuperPro products, which will be distributed after the promotional period. Limited to one qualification per customer. This offer is available exclusively to Qualifying Customers during the Offer Period, which the company may select or disqualify in its absolute discretion. Any gifts or benefits obtained from participation in this promotion are not transferable or redeemable for cash. The company reserves the right to substitute gifts or benefits in its absolute discretion. Images used in promotional materials are for illustrative purposes only. The company reserves the right to modify, suspend, or terminate this offer at any time, with or without notice, and retains sole discretion to interpret and enforce these Terms and Conditions.
4WD braking
The Forgotten Modification
You’ve fitted bigger tyres, a lift kit, suspension upgrades, maybe even a winch or snorkel. Your 4WD is ready to conquer new terrain — but there’s one upgrade that often gets overlooked: brakes.
Every kilo of extra gear, every heavy load, and every tough trail increases the stress on your braking system. Standard brakes are great for daily driving - but off-road, loaded, and towing, they may not be enough.
Why Braking Matters
• Descending steep, slippery tracks puts extreme heat and stress on brakes.
• ABS can only help so much under heavy loads.
• Brake failure isn’t just inconvenient - it’s dangerous.
Protex Ultra 4WD Solution
Upgrade, don’t just replace. The Protex Ultra 4WD range is engineered for off-road and heavy-duty use:
• High-carbon rotors with unique vane configuration for superior cooling.
• Thermally stable at high braking temperatures.
• Ultracoat Z360® Anti-corrosion coating for long lasting performance.
• Paired with Ultra 4WD brake pads, your brakes are ready for Australia’s toughest terrain.
Next time a customer is modifying their 4WD, ask: “Are your brakes ready for the adventure?”
Stock Protex Ultra 4WD parts and help your customers tackle the hard road safely and confidently.
Learn more about the Protex 4WD range visit protexparts.com.au
Quick Tech Tips:
• Inspect pads and rotors regularly – look for wear, glazing, or warping.
• Advise upgrades based on vehicle load and terrain.
• Highlight safety benefits to customers – stopping power is as important as any lift kit.
• Recommend Protex 4WD parts as a high value, safety-critical upgrade.
A rocky start to 2025
4WD Market Surges Amid Uncertainty
Rocky Start, Strong Finish: How Resellers Can Ride the Wave
The 4WD market started 2025 with a rocky first half, leaving some resellers unprepared for a mid-year surge in demand. Lower interest rates and renewed consumer confidence drove sales, catching businesses with limited stock off guard. For resellers, the lesson is clear: agile inventory management is key. Being prepared for sudden market rebounds can turn potential losses into strong sales opportunities.
New Competitors, Big Opportunities: What the BYD Shark 6 Means for Your Business
Competition has intensified, particularly with the
entry of BYD and other Chinese EVs and hybrids. These newcomers have quickly secured a top 10 spot in new car sales, challenging traditional 4WD leaders. Resellers need to monitor how these EVs could shift demand for aftermarket parts, servicing, and accessories, as changing consumer preferences may reshape sales patterns in 2025.
Top-Selling Utes & SUVs: Where Resellers Can Capitalise in 2025
Toyota remains the leading brand, while the Ford Ranger continues as Australia’s most popular ute. However, the BYD Shark 6 and the long-awaited Kia Tasman ute are reshaping the competitive landscape.
In the first half of 2025, Australians bought nearly 120,000 utes, with 90% being 4x4 models. Ford, Toyota, Isuzu, and Mitsubishi have all experienced sales dips due to the BYD Shark 6, highlighting the importance for resellers to track brand and model trends closely.
The SUV segment is also showing strong growth. The new model Toyota Land Cruiser Prado has seen sales jump more than 350% compared to the second half of 2024, and the overall SUV segment is up 13%. For resellers, these high-growth segments represent prime opportunities for aftermarket parts, performance upgrades, and service offerings.
Bathurst 1000
A Bathurst To Remember
This year's Bathurst 1,000 is one for the ages. With all the favourites dealing with crashes, engine drama, and mechanical drama, leaving the race open for anyone to take. To put us on the very edge of our seats, the last four hours of the race were held in wet conditions, bringing out seven safety cars and late drama on the track.
It was a historic day for Penrite Racing and Ford. An underdog tale, starting in 18th on the grid, the duo of Matthew Payne and Veteran Garth Tander navigated through the chaos and rain to win in a finallap showdown. This was the sixth Bathurst victory for Tander, now drawing with Mark Skaife and Larry Perkins; only Peter Brock, Jim Richards and Craig Lowndes have more.
