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Is the electric vehicle race over before it’s truly begun?

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The Audi E-Tron Electric Vehicle

Is the electric vehicle race over before it’s truly begun?

 

By Jeff Gibbs

Is the electric vehicle race over before it’s truly begun? That certainly looks to be the case if you dive into the sales data for the first six months of 2023, with Tesla so far ahead of the competition it’s hard to see the catching up anytime in the near future.

Tesla has sold 25,577 cars in the first half of 2023, which accounts for 76.5 per cent of the entire electric vehicle market. The closest challenger is China’s BYD with its Atto 3 selling 6196 examples in the first six months of the year.

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In contrast, the ‘big three’ German luxury brands – Audi, BMW and Mercedes-Benz – have managed to sell a total of 2030 EVs in the first half of the year, despite offering 10 different models across the respective brands.

Which puts Tesla in the box seat as the automotive world begins to move to an electric future. Any car maker will tell you it’s easier to keep a customer within your brand than it is to attract them in the first place. Which means, as Tesla’s sales continue to grow and it attracts more and more customers, it puts itself in a better position to sustain this success into the future.

Assuming the American brand can provide a positive experience to its owners, there’s less reason for them to look outside the brand and stick with Tesla as long as they can continue to provide a suitable model to move into.

It’s the same principle that allowed the likes of Toyota, Hyundai and Kia to grow over the last few decades.

The Hyundai Excel is perhaps the best example of this idea, with the small car once a popular and affordable choice for buyers looking for their first new car. Hyundai was able to give enough of those buyers a positive ownership experience that many have likely stuck with the brand over the years and allowed it to grow and become more premium.

The Tesla Model Y has the potential to have a similar impact on the luxury market. It will be the first EV for most of their customers and if it’s relatively trouble-free then those buyers will be less likely to try another brand, even if it’s Mercedes-Benz or BMW.

Tesla Model Y Electric Vehicle side view.

Tesla Model Y Electric Vehicle.

You could argue it’s already happening, with Mercedes offering a strong line-up of EVs, with the EQA, EQB, EQC, EQE and EQS already available in Australia as alternatives to Tesla’s offerings, but those five models have only managed 1114 total sales this year.

Audi is in an even trickier position, with its electric options limited to the high-end Q8 e-tron and e-tron GT, resulting in just 273 sales. The four-ring brand’s local management has made it clear in the past that it sees the Q4 e-tron as its best chance at a volume-selling EV, but so far hasn’t locked in a timeframe for when that car will even go on sale in Australia.

While these more-established brands are confident that their aftersales and ownership experiences with customers will help lure buyers away from Tesla eventually, that is looking like an increasingly risky strategy as sales of the Model 3 and Model Y continue to remain so much stronger than the competition.

Has the Electric Vehicle Race Already Been Decided?

The first half of 2023 has seen Tesla dominate the electric vehicle (EV) market to an extent that raises doubts about its competitors catching up anytime soon. Tesla’s sales figures are nothing short of remarkable, with the American automaker selling an impressive 25,577 EVs, representing a staggering 76.5 percent of the entire electric vehicle market. In comparison, China’s BYD, the closest challenger, managed to sell 6,196 examples of its Atto 3 during the same period.

Even the ‘big three’ German luxury brands – Audi, BMW, and Mercedes-Benz – collectively offered 10 different EV models but only achieved a total of 2,030 sales in the first six months of the year. This glaring difference in sales numbers puts Tesla in the driver’s seat as the automotive world transitions towards an electric future.

One critical factor contributing to Tesla’s dominance is the brand loyalty it has garnered. As any car manufacturer knows, it is much easier to retain existing customers than to attract new ones. Tesla’s growing customer base means that more and more buyers are likely to remain loyal to the brand, provided the company continues to deliver positive ownership experiences.

China's BYD Electric Vehicle.

China’s BYD Electric Vehicle.

This strategy of fostering customer loyalty has been successfully employed by automakers like Toyota, Hyundai, and Kia over the past few decades. A prime example is the Hyundai Excel, which once captivated buyers with its affordability and reliability. Hyundai’s ability to provide a positive ownership experience resulted in many customers sticking with the brand, contributing to its growth and evolution into a more premium automaker.

Similarly, the Tesla Model Y has the potential to revolutionize the luxury market. Being the first EV for most of its customers, if it proves to be trouble-free, these buyers are likely to remain loyal to the brand, even when comparing it to established luxury brands like Mercedes-Benz and BMW.

Despite Mercedes offering a strong line-up of EVs, including the EQA, EQB, EQC, EQE, and EQS, these alternatives to Tesla’s offerings have managed only 1,114 total sales in Australia this year. Audi, too, finds itself in a challenging position with limited electric options like the high-end Q8 e-tron and e-tron GT, resulting in just 273 sales. Although Audi’s management sees the Q4 e-tron as a potential volume-selling EV, they have yet to announce a definite timeline for its release in Australia.

Established brands remain confident in their ability to entice buyers away from Tesla with their aftersales and ownership experiences. However, this strategy is becoming increasingly risky as Tesla’s Model 3 and Model Y sales continue to outperform the competition by a significant margin.

In conclusion, Tesla’s dominance in the EV market during the first half of 2023 has given it a considerable advantage as the automotive industry shifts towards electrification. The brand’s loyal customer base and consistently strong sales indicate that Tesla is well-positioned to sustain its success into the future. As other automakers strive to compete, they must address the challenges posed by Tesla’s brand loyalty and continually evolving electric offerings. Only time will tell if Tesla’s lead can be narrowed or if the race has indeed been decided before it has fully begun.

 

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2022 Floods

Jewellery Design Centre Launches “Tell Our Stories” to Celebrate Lismore’s History

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Jewellery Design Centre

Jewellery Design Centre Launches “Tell Our Stories” to Celebrate Lismore’s History

 

Advertorial by Daniel Pinkerton

The Lismore Jewel Centre, a beloved fixture in the community, has reopened its doors in the Starcourt Arcade under a new name: Jewellery Design Centre. To celebrate they are launching a heartwarming initiative to commemorate the history and cherished memories of Lismore and the old store.

“Since reopening, we’ve had so many come and tell us how happy they are we’re back and share their fond memories of the old Jewel Centre” says owners Gary and Mariska Pinkerton.

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“We love it, and so we want to invite more people to share their stories with us!”

The old Lismore Jewel Centre now known as Jewellery Design Centre now launches Launches "Tell Our Stories"

The old Lismore Jewel Centre. It will be missed dearly.

The ‘Tell Our Stories’ campaign invites locals to share their personal stories of connection, community and the special jewellery that has played an important role in their lives.

“The stories have played a special role in our lives too,” says Mariska.

“While we were closed after the flood, we did house calls and had customers come visit us at home which put a whole new light on the jewellery experience. All of a sudden the glitz was gone and our appointments were stripped back to just us and our customers. In this setting people naturally began to share their heart felt experiences with us, and we got to know them in a whole new way.”

It was this experience, they explain, that inspired the new Jewellery Design Centre in Lismore’s Starcourt Arcade.

“It’s smaller and not as ritzy as the old Jewel Centre was,” says Gary of the new store, “But for us it captures that feeling we felt when we would sit around dining tables with our customers.”

Jewellery Design Centre Launches "Tell Our Stories"

Just like home- a picture of the new interior’s cosy setting.

Gary and Mariska are now inviting community members to visit the store and share their own memories and experiences, with the chance to win exciting prizes.

Each person who shares their story online or in-store will be entered into a draw to win a $500 voucher, while those who have a piece repaired, remade, or custom-designed during the campaign period will have the opportunity to win a pair of $1,500 diamond earrings.

“We especially want to hear stories about the rich history of Lismore, memories of the old Jewel Centre or touching moments where jewellery has played a special part in your life.”

“More than the prizes, this is about celebrating the stories of the Northern Rivers and the memories that bind us together,” says Mariska.

Jewellery Design Centre Launches "Tell Our Stories"

Entries are open until May 24. For more information about the “Tell Our Stories” giveaway and how to participate, visit the Jewellery Design Centre in the Starcourt Arcade or follow the QR codes below to their social media channels.

 

For more business news, click here.

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Australian unemployment dropped in March as part-time jobs surged; but this caused an increase in under-employment

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Australian unemployment

Australian unemployment dropped in March as part-time jobs surged; but this caused an increase in under-employment

 

In March 2024, ‘real’ Australian unemployment dropped 78,000 to 1,358,000 (down 0.5% to 8.7% of the workforce) as employment reached an all-time high of over 14.2 million.

However, the composition of the workforce changed – part-time employment surged 295,000 (up 6.1%) to 5,164,000 (a new record high). Unfortunately, there was a substantial decrease in full-time employment, down 256,000 (down 2.7%) to 9,103,000 as the composition of the employment market changed significantly.

The rise in part-time employment was correlated to the increase in under-employment, up 75,000 to 1576,000 (10.1%, up 0.5%). In total a massive 2.93 million Australians (18.8%, unchanged) were unemployed or under-employed in March.

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The March Roy Morgan Unemployment estimates were obtained by surveying an Australia-wide cross section of people aged 14+. A person is classified as unemployed if they are looking for work, no matter when. The ‘real’ unemployment rate is presented as a percentage of the workforce (employed & unemployed).

  • Employment reaches new record high of over 14.2 million in March:

Australian employment increased 39,000 to 14,267,000 in March. Part-time employment drove the increase, up 295,000 (up 6.1%) to a new record high of 5,164,000 while full-time employment dropped 256,000 (down 2.7%) to 9,103,000.

  • Australian Unemployment dropped in March with 78,000 fewer looking for work:

In March 1,358,000 Australians were unemployed (8.7% of the workforce, down 0.5%), a decrease of 78,000 from February driven by fewer people looking for part-time work. There were 763,000 (down 70,000) looking for part-time work and 595,000 (down 8,000) looking for full-time work.

  • Overall unemployment and under-employment was unchanged in March at 18.8%:

In addition to the unemployed, a further 1.58 million Australians (10.1% of the workforce) were under-employed, i.e. working part-time but looking for more work, up 75,000 from February. In total 2.93 million Australians (18.8% of the workforce) were either unemployed or under-employed in March.

  • Comparisons with a year ago show rapidly increasing workforce driving employment growth:

The workforce in March was 15,625,000 (down 39,000 from February, but up a massive 641,000 from a year ago) – comprised of 14,267,000 employed Australians (up 39,000 from a month ago) and 1,358,000 unemployed Australians looking for work (down 78,000).

Although unemployment and under-employment remain high at 2.93 million, there has been a surge in employment over the last year – up by 693,000 to a new record high of 14,267,000.

Australian unemployment

Roy Morgan Unemployment & Under-employment (2019-2024)
Source: Roy Morgan Single Source January 2019 – March 2024. Average monthly interviews 5,000.
Note: Roy Morgan unemployment estimates are actual data while the ABS estimates are seasonally adjusted.

Compared to four years ago in early March 2020, in March 2024 there were almost 800,000 more Australians either unemployed or under-employed (+3.2% points) even though overall employment (14,267,000) is almost 1.4 million higher than it was pre-COVID-19 (12,872,000).

ABS Comparison

Roy Morgan’s unemployment figure of 8.7% is more than double the ABS estimate of 3.7% for February but is approaching the combined ABS unemployment and under-employment figure of 10.3%.

The latest monthly figures from the ABS indicate that the people working fewer hours in February 2024 due to illness, injury or sick leave was 521,700. This is around 140,000 higher than the pre-pandemic average of the five years to February 2019 (382,100) – a difference of 139,600.

If this higher than pre-pandemic average of workers (139,600) is added to the combined ABS unemployment and under-employment figure of 1,533,000 we find a total of 1,673,600 people could be considered unemployed or under-employed, equivalent to 11.3% of the workforce.

 

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Construction Giant LVX Global Group Enters Administration, Putting 25 Jobs at Risk

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LVX Global Group

Construction Giant LVX Global Group Enters Administration, Putting 25 Jobs at Risk

 

In a significant development within the Australian construction sector, a prominent company, formerly valued at $30 million just nine months ago, has entered administration, placing 25 jobs in jeopardy.

LVX Global Group, a leading infrastructure engineering firm headquartered in Australia, took a drastic step on Wednesday morning as five of its subsidiary companies appointed administrators in a bid to revamp their financial situation. Specialising in strategy, engineering, and project management within the building sector, LVX operates primarily from its headquarters in Adelaide and boasts a global presence across more than 20 countries.

Having contributed to major national projects such as Brisbane Airport and Sydney’s Botanical Gardens, LVX has also collaborated with the Sunshine Coast Council on crucial initiatives like lighting, communications, and electrical services for the Mooloolaba seafront. Despite its illustrious portfolio, LVX now finds itself in dire straits, with administrators actively seeking potential buyers for the entire business or select assets while the fate of 25 employees hangs precariously in the balance.

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LVX Global Group CEO Corey Gray

LVX Global Group CEO Corey Gray

The company’s decline from its former glory is particularly striking given recent reports suggesting plans for a lucrative stock exchange debut through an initial public offering, which pegged its value at $30 million. Now, Ken Whittingham and Mark Robinson from insolvency firm Fort Restructuring have stepped in as administrators to navigate LVX through these turbulent times.

In their statement to news.com.au, the administrators indicated that while LVX has several national projects currently underway, decisions regarding their continuation remain pending. Expressing a commitment to explore all viable options, the administrators are actively pursuing a sale of LVX as a “going concern” and are open to considering a deed of company arrangement (DOCA) to potentially salvage the situation.

Amidst earlier plans for capital raising and optimistic revenue forecasts, LVX’s financial performance took a nosedive, with revenues totalling $13.3 million in the 2022 financial year—a significant increase from $7 million in the previous comparable period. Despite projections of $15 million in revenue for the 2023 financial year, internal presentations from last year painted a different picture, highlighting the company’s downward spiral.

LVX’s unfortunate downturn adds to a growing trend of national construction companies grappling with financial woes. Earlier instances include Rork Projects, facing debts nearing $30 million across multiple states, and Project Coordination, a seasoned industry player with half a century of operations, which succumbed to administration just two weeks ago, further underscoring the widespread crisis plaguing the construction sector.

 

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