Ireland’s new-car market in 2025 tells a story of shifting power, collapsing traditions, and a reshaping of what buyers value. Here are ten trends of 2025 writes Geraldine Herbert

1. Chinese Brands Are No Longer Niche 

The days of treating Chinese carmakers as curious outsiders are over. BYD exploded by 79.88% to 2,628 units, vaulting past Suzuki, Opel, and SEAT to become Ireland’s 14th-largest brand. The Seal U SUV virtually unknown a year ago  sold 1,251 units, a 2,174% increase, instantly joining the mainstream family-SUV sector.

And it isn’t just BYD. XPeng (146 units) and LeapMotor (18 units) have quietly secured footholds, signalling that 2026 may see a full-scale Chinese expansion. The competitive landscape has officially shifted.

2. The Real Market Leader Isn’t Toyota, It’s the Hyundai-Kia Alliance

Toyota still claims the number-one brand position with 16,864 units, but the bigger story is happening with the combined
numbers of Hyundai and Kia who sold 21,594 cars, giving them a 17.32% market share, well ahead of Toyota’s 13.53%.

Hyundai grew 3.40%, Kia rose 7.14%, while Toyota fell 3.77%.

3. SUVs Are Dominant

Seven out of every ten new cars sold in Ireland in 2025 was an SUV or crossover.
The top five sellers? All SUVs:

• Hyundai Tucson

• Kia Sportage

• Toyota RAV4

• VW Tiguan

• Hyundai Kona

SUV/crossover sales topped 87,000 units, cementing their dominance. Traditional segments are collapsing: the Skoda Octavia dropped 17.02%, and the Ford Focus fell 27.16%. Ireland is becoming an SUV nation.

4. Electric Vehicles Finally Break Through mainly due to SUVs

EVs have been growing for years, but 2025 marks a turning point:

Leading the charge:

• VW ID.4 – 2,036 units (+34.48%)

• Kia EV3 – 1,272 units (+5,681%)

5. Toyota’s Market Leadership Is No Longer Guaranteed

Toyota remains number one, but the cracks are widening.
A 3.77% decline and a drop in market share to 13.53% reflect deeper structural issues.

The brand’s reluctance to commit to full EVs is becoming costly the bZ4X managed only 481 units. Even Toyota’s hybrid portfolio, once bulletproof, is slipping:

• Yaris: –15.54%

• Corolla: –0.46%

6. Premium Saloons Are Being Obliterated by Premium SUVs

The premium market has undergone a total inversion.
BMW grew 11.97%, but its success came entirely from SUVs:

• X5: +59.89%

• X1: +51.87%

• X3: +50.23%

Meanwhile, the 3 Series plunged 39.97%, and the 5 Series fell 12%.
Audi has all but abandoned sedans (the A4 dropped to zero), and Mercedes’ C-Class spike was a fleet anomaly rather than a revival.

In Ireland today, luxury means a luxury SUV the saloon era is over.

7. Tesla Has Stalled — and Competitors Are Catching Up Fast

Tesla’s numbers don’t look disastrous a mild 2.49% decline  but the momentum is gone.

• Model Y: 1,122 units (–8.71%)

• Model 3: 1,140 units (+2.74%)

Combined Tesla sales (2,622 units) are now essentially tied with BYD (2,628 units).
Even more telling: the VW ID.4 outsells any individual Tesla.

With no new mass-market model on the horizon, Tesla risks losing its early advantage as rivals flood the EV SUV segment.

8. Model-Specific Execution Now Matters More Than Brand Loyalty

Ireland’s buyers are no longer loyal to badges they’re loyal to good products.

• Kia’s EV3 and EV6 thrive, but the Ceed collapses 33.95%

• Skoda’s new EVs (Enyaq + Elroq) hit 1,491 units, while Octavia and Kamiq fall sharply

• BYD succeeds almost entirely because the Seal U hit the sweet spot

The clear message: brands don’t win buyers  models do.

9. The Market Is Fragmenting Even as Total Sales Remain Stable

Registrations grew modestly to 124,680 units (+3.1%), but the structure beneath is shifting.
The top five brands’ combined share dropped from 52.75% to 51.22%, making room for fast-rising players:

• MG: +36.67%

• Cupra: +54.78%

• BYD: +79.88%

Ireland now supports 37 smaller brands, claiming 31.47% of the market.
The future will be more fragmented, more competitive, and far more diverse than the old Toyota-Volkswagen-Hyundai era.

10. Nissan, SEAT and Mazda Are in trouble

Three legacy brands are sliding into trouble, with declines across nearly all core models:

Nissan

• Qashqai: –15.17%

• Juke: –24.45%

• Brand: –17.58%

SEAT

• Arona: –21.52%

• Ateca: +2.19%

• Brand: –22.48%

Mazda

• CX-5: –40.76%

• Mazda2: –60.73%

• Brand: deep negative territory

The Bottom Line

Ireland’s car market in 2025 is being reshaped by three unstoppable forces:

• The SUV is the dominant body style across all price points

• EVs win when they are SUVs

• Success is now determined model by model, not brand by brand