Caterham Cuts Prices in Australia

The niche British sportscar’s dealer from Down Under, Caterham Cars Australia, is looking to improve their sales this year by slashing prices. The company has announced cuts of between AUD7,175 and AUD10,420, dropping the entry-level price to around AUD60,000 in the process, a reduction of 16.1 percent.

According to a statement recently released by the importer, this is the lowest price for a Caterham Seven since 1997, when the brand only recorded six retail sales, according to official figures from the Federal Chamber of Automotive Industries.

After a significant absence from the Australian market, the brand returned back in 2006. Instead of offering the kit cars they did before, ADR-compliant units were brought over, though just three examples found owners between 2007 and 2008. What’s more, not one unit was sold in 2009. "Yep, last year was the first year I had no deliveries at all, so I am not a rich man," as Caterham Cars Australia spokesman Chris van Wyk stated in disappointment.

"In my experience with this market, most buyers want to build a $40,000 kit car, or they may pay up to around $60,000 for a built-up car. Very few have the ability to pay more. So even now, we are really still too expensive for the market,” he explained the situation at the time.

Acceding to Mr. van Wyk, who actually owns one of the three cars sold in 2007-2008 and is also the Australian agent for the Morgan brand, says his work has proven more a persona passion than a business. “Australia has been brought up on big V8s, but I think there are still a few hardcore enthusiasts out there, so maybe the new entry-level price will be the magic number to get sales going,” he said in a interview.
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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