Toyota HiLux and Ford Ranger Sales Decline as Triton and Navara Surge

The December 2024 sales figures for Australia’s best-selling utes, the Ford Ranger and Toyota HiLux, highlight a challenging month for the light commercial vehicle market. According to the latest VFACTS data, the Ranger led the 4X4 segment with 4,231 sales, capturing 28.5% market share. However, this represents a 42.5% year-on-year (YoY) decline.

The HiLux followed closely with 2,771 sales, accounting for 18.7% of the market, but it also experienced a steep 37.7% drop compared to December 2023. In the 4X2 category, the HiLux led with 562 sales (33.6% market share), while the Ranger recorded 262 sales (15.7% market share).

Both models saw declines of 19.3% and 35.8%, respectively, further demonstrating the market’s broader challenges.

Despite their declining figures, other competitors in the ute segment have gained momentum. The Mitsubishi Triton, which launched its new generation in 2024, posted 1,402 sales in December, a remarkable 36.0% YoY increase. This performance highlights the impact of a refreshed product offering, securing the Triton 9.5% of the 4X4 market share.

Similarly, the Nissan Navara saw a 54.1% YoY growth with 775 sales, claiming 5.2% of the 4X4 market. These results show that buyers are increasingly exploring alternatives to the Ranger and HiLux, particularly as new or updated models enter the market.

Other key players faced mixed results. The Isuzu D-Max sold 2,016 units in the 4X4 category, a 15.4% decline YoY, while the Mazda BT-50 recorded 921 sales, down 9.9%. By contrast, models such as the LDV T60/T60 MAX and GWM Cannon Ute struggled, with respective YoY declines of 41.2% and 27.4%. These figures reflect shifting consumer preferences as some buyers transition from traditional utes to more versatile or value-driven options.

The broader industry trends further contextualise these shifts. While 2024 set a new annual sales record of 1,220,607 vehicles—a modest 0.3% increase over 2023—December sales fell by 2.7% YoY to 95,895 units. Light commercial vehicles were particularly affected, with a sharp 22.7% decline YoY.

SUVs, by contrast, grew by 10.7% YoY in December, underlining a possible shift in buyer preferences. Regional variations also played a role, with Western Australia posting a 9.2% increase in December sales, while South Australia saw a 13.5% decline. For a deeper dive into the broader trends affecting our market, read our FCAI analysis here.

Looking back at September, the Ford Ranger maintained its lead over the HiLux across combined 4X2 and 4X4 sales. The Ranger’s 4X4 segment, in particular, performed strongly with 4,187 units sold, securing a 26.0% market share despite an 18.3% decline YoY. Meanwhile, the HiLux recorded 3,545 4X4 sales in the same month, translating to a 22.0% share.

The Mitsubishi Triton also showed significant growth during September, with a 48.9% YoY increase in its 4X4 segment sales. The steady rise of the Triton and Navara throughout 2024 foreshadowed their strong December performance. For further details on September's ute battle, click here.

The New Vehicle Efficiency Standard (NVES), which came into effect on January 1, 2025, adds another layer of complexity for manufacturers. Designed to curb emissions, it is expected to drive up vehicle prices, making affordability a growing concern for buyers. As 2025 begins, the Ford Ranger and Toyota HiLux face increased competition from rising contenders like the Triton and Navara. With evolving consumer preferences and economic pressures shaping the market, the coming year will be pivotal for Australia’s light commercial vehicle segment.