New-generation Toyota HiLux won’t be a best-seller, says Toyota

New-generation Toyota HiLux Likely to Lose Best-seller Status, Says Toyota

Toyota Australia acknowledges that the country has passed the "peak ute" phase, with consumer preferences shifting away from dual-cab utes towards SUVs. Consequently, the Toyota HiLux is not expected to remain the brand's top-selling vehicle for much longer.

“You’ve heard me say it before, and you’ll hear me say it again, but we believe the ute market has reached its peak,” said Sean Hanley, Toyota Australia’s sales and marketing boss.

Although the outgoing HiLux led the October sales charts ahead of the Ford Ranger, with the Isuzu D-Max and Mitsubishi Triton also ranking among the top ten best-sellers, the overall market is evolving. Ute sales have actually risen in Australia during 2025, despite slower sales for 4×2 models; nearly one in five new vehicles sold in the country is still a ute.

New HiLux Model Launch and Market Trends

The comments were made during a press conference ahead of the new-generation HiLux reveal, scheduled for December 2025 in Australia. The upcoming HiLux will be available in diesel, battery-electric, and hydrogen fuel-cell versions.

Despite this, the Toyota RAV4 overtook the HiLux in 2024 as Toyota's most popular model in Australia, with 58,718 units sold compared to the HiLux's 53,499. SUV sales have increased by 6.0% year-to-date, with the RAV4’s "Medium SUV" category growing by 1.3%, while the light commercial vehicle segment saw a modest 0.3% growth.

Sales Figures Overview

Market Implications

While utes maintain a significant portion of the Australian new vehicle market, the steady rise of SUVs suggests changing consumer preferences that could redefine future sales dynamics.

“SUV sales are up 6.0 per cent year-to-date, with the ‘Medium SUV’ category the RAV4 sits in up 1.3 per cent,” said Hanley.

Author’s Summary: Toyota predicts the HiLux will soon lose its best-selling status in Australia as the ute market peaks and consumers increasingly favor SUVs like the RAV4.

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CarExpert CarExpert — 2025-11-10

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