Dutch car showrooms overflow with models, but prices keep buyers away

Dutch consumers face more choices than ever in new cars, but affordability remains a major barrier, AD reported. While showrooms now display nearly 500 models from 69 brands, most options cost far more than what the average buyer is willing to pay.

According to industry group Bovag, there are currently 426 different models for sale, spread across 69 brands. The exact count depends on definitions: for example, Audi’s A6 is listed twice—once as a hybrid and once as an electric vehicle. Each variant is also available as a sedan or station wagon. Audi itself counts 44 models, while Bovag, using RDW data, identifies only 18 distinct Audi vehicles.

The average price of a new car has risen to 50,000 euros—more than three times what the typical consumer wants to spend. Private buyers generally budget around 36,000 euros, leading most to opt for secondhand vehicles. New car sales are at one of the lowest levels in recent history, with 370,000 vehicles sold this year, compared with half a million or more a decade ago.

“Making more models has become easier,” infrastructure professor Bert van Wee told AD. "You often see manufacturers using the same parts." Technically, a Volkswagen can be identical to a Skoda or a Seat. Similarly, Nissan from Japan and Renault from France share co-developed products. That reduces costs.”

The wider selection also reportedly reflects the shift from gasoline to electric vehicles. Audi, for instance, divides its lineup into 14 hybrids, 14 electric models, and 16 gasoline cars.

The electric transition has also accelerated the arrival of Chinese automakers in the Dutch market. Five years ago, Chinese brands appeared cautiously, and today, more than 40 models are available. Brands such as NIO, BYD, and MG each offer six different models. Sales remain limited, however, and cars like the Hongqi or Voyah are still rare on Dutch roads.

According to reports, businesses lease nearly two-thirds of new cars, indicating that the average private buyer has limited access to this wide selection. While theoretically more options exist than ever, affordability has become a major constraint.

Small city cars priced around 10,000 euros, such as the Citroën C1 and Peugeot 108, have vanished, partly due to tax measures that made them less competitive.

The Toyota Aygo, once built on the same platform as these models, now costs 24,000 euros as a hybrid. Dacia still offers two cars under 20,000 euros, and seven small electric models are available for less than 25,000 euros.