Drive marks 30 years with Holden Commodore, Tesla Model Y

Drive will mark its 30th anniversary with a display at the Melbourne Motor Show, pairing a Holden Commodore with a Tesla Model Y.

The stand brings together Australia's best-selling vehicle from 1996 and the 2026 Drive Car of the Year to highlight how the local market has changed over three decades. The comparison reflects shifts in technology, safety, and the way Australians research and buy cars.

The automotive publisher and marketplace was established in 1996, when locally made large sedans still dominated sales. Since then, demand has shifted towards SUVs and utes, while hybrids and electric vehicles have claimed a larger share of buyer and manufacturer attention.

This transition has also coincided with a broader expansion in the number of brands operating in Australia. The market has grown from about 50 brands to more than 70, giving consumers more choice while making comparisons across pricing, ownership costs, and product quality more complex.

At the show, Drive's editorial staff will be available to answer visitors' questions and offer practical guidance on the current market. The company will also distribute its 2026 New Car Roadmap, a guide to brands and models currently on sale.

Market shift

The choice of vehicles underlines how sharply buyer preferences have changed. In the mid-1990s, the Holden Commodore sat at the centre of the Australian family car market, reflecting the strength of local manufacturing and the popularity of large passenger sedans. By contrast, the Tesla Model Y is a compact to mid-sized SUV from a manufacturer closely associated with the rise of battery electric vehicles.

For industry observers, the contrast also points to a broader change in the structure of the market. Domestic production has disappeared, Chinese brands have expanded rapidly, and buyers now face a much wider range of drivetrains, body styles, and price points than they did three decades ago.

Drive Chief Executive Officer Simon Halfhide said the growth in options had increased the value of advice and information in the buying process.

"For 30 years we have watched new badges come and go, but the questions from Australian buyers stay the same. Is this brand any good? Will this model suit my family? Drive has supported generations of car buyers answering these questions, so they do not have to learn those lessons the hard way," said Halfhide.

Brand pressure

The arrival of more manufacturers, especially newer entrants from China, has been one of the defining changes in Australia's car market in recent years. Many have targeted buyers with lower prices and long equipment lists, putting pressure on established rivals in both combustion-engine and electric vehicle segments.

James Ward, Director of Content at Drive, said these changes had reshaped the competitive landscape for consumers.

"New brands, especially from China, have changed the shape of the market, bringing real competition on price and features. Drive is providing buyers a clear, independent view so they can weigh up a sharp deal against long term quality, safety and support," said Ward.

According to the company, Drive reaches more than 4 million Australians each month across digital, print, broadcast, social, and radio platforms. Its editorial team reviews new vehicles in the Australian market and publishes the annual Drive Car of the Year awards, which will enter their 21st year in 2026.

The Melbourne Motor Show display highlights that editorial role by focusing less on a single new product and more on the evolution of the market itself. By pairing a 1996 sales leader with a current award winner, Drive presents a snapshot of Australia's shift from a market shaped by local mass-market sedans to one defined by imported SUVs, new entrants, and electrification.