Harris MAXUS announced a notable 46% growth in sales for its Irish and UK markets today, underscoring the brand’s prominent position in the motoring industry. Mark Barrett, Managing Director of Harris MAXUS, credits this growth to the brand’s robust investment into vehicle innovation, its range of premium pure electric vehicles, and the proficiency of its dealership network along with a repositioning of the brand.
“Our BEVs sales performed well over the past 12 months with a 19.8% uptick in the UK market. Ireland saw a 109% increase, albeit from a lower base (YTD). Going into 2024, things are looking positive and we are projecting a 70% rise in overall sales next year,” said Mark Barrett.
The Harris MAXUS MD also announced that two new electric vehicles are set to be unveiled by the brand in 2024; the eDELIVER 5, a new premium electric panel van and the MIFA 7, a high-tech MPV which will be a smaller sister to the MIFA 9 that launched last year.
Mr Barrett also expressed confidence that the newly introduced eDELIVER 7 will play a pivotal role in the company’s EV sales for 2024. “This mid-size electric van fits snugly between our smaller eDELIVER 3 van and larger eDELIVER 9 option and will fill a gap in the market. It’s available to order with delivery from January 2024, coming in three size configurations and two battery options, with an excess 1 tonne payload.”
Call to increase EV support for businesses
While sales predictions for 2024 are positive, 2024 will not be without its challenges, according to Mark Barrett.
“Demand for EV is strong, however it’s nowhere near where it should be. eLCVs in Ireland account for just 3.22% of overall LCV sales (SIMI). The key challenge for the EV sector, particularly in Ireland, is the appalling EV infrastructure, particularly outside of major cities. There’s a growing gap between the number of electric cars on Irish roads and the number of available public chargers. More action is needed by government, with focus needed not only on the quantity of chargers available, but also the type of chargers and their location,” he said.
Infrastructure is not the only issue, according to Mark Barrett, who cited a lack of grants, incentives and supports for drivers and businesses causing frustration in the market.
“The motor sector has seen a slowdown in EV sales and demand has been tempered by rising inflation and a paucity of grants. Government incentives are on a downward slide at a time when they need to be increased. In Ireland, we’re lagging behind our European counterparts when it comes to incentivising EV buyers and more needs to be done if we wish to meet the government’s proposed climate targets for 2030,” said Mark Barrett.
Customer feedback
As a result, and after carefully considered customer feedback, Harris MAXUS today announced a strategic move to introduce a new diesel vehicle to market.
“Our strategy since 2020 was to phase out our diesel offering and to focus entirely on EVs. However, we recognise the challenges some face in adopting to electric vehicles. While committed to sustainable transportation, we acknowledge the immediate needs of customers and are cognisant of the fact that older ICE vehicles contribute to higher carbon emissions. In recognition of theseimmediate requirements, we’re introducing a new diesel variant of the MAXUS DELIVER 7 in 2024. This option provides a practical and carbon-efficient alternative for those navigating obstacles in the transition to EVs, ensuring our dealers can thrive while we continue our journey towards a greener future,” said the Harris MAXUS MD.
The Harris Group & MAXUS
Harris MAXUS is set for substantial growth in both Ireland and the UK in the coming year with plans to strengthen its aftersales and dealership network, boost sales through a diverse and growing vehicle range, and optimise operational efficiency through innovative technological solutions.
Integral to Harris MAXUS’ strategic approach is the increased provision of cutting-edge EV training for technicians at two state-of-the-art academies located at Harris HQ in Dublin and Liverpool. The Harris Training Academy, which launched in 2021, has been a resounding success, emerging as a premier hub for knowledge exchange and has earned a reputation as a leading centre for excellence in the education of electric vehicle technology.
Speaking about the future of the Harris Group and the MAXUS brand, Mark Barrett said: “2024 is not just a pivotal year for MAXUS, it marks a significant milestone for The Harris Group and its wider franchises. Substantial investments will be directed towards the enhancement of our Naas Road campus. Under the dynamic leadership of Mrs Denise Harris, the business will undergo a strategic restructuring, paving the way for considerable growth across all our brands.”
