New-generation Toyota HiLux Won’t Remain Best-seller, Says Toyota
Toyota Australia has stated that the country has passed its "peak ute" period, with buyers shifting preferences from dual-cab utes to SUVs. As a result, the Toyota HiLux is unlikely to stay Toyota Australia’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 manager.
Despite this, the outgoing HiLux led the October 2025 sales charts, ahead of the Ford Ranger. The Isuzu D-Max and Mitsubishi Triton also featured among the top ten best-selling dual-cab utes for the month.
Overall ute sales in Australia remain strong in 2025, with nearly one in five new vehicles sold being a ute. However, sales of 4×2 utes have slowed down.
Upcoming HiLux Launch and Market Trends
The new-generation HiLux is set to launch in Australia in December 2025. Toyota confirmed it will offer diesel, battery-electric, and hydrogen fuel-cell versions for local showrooms.
Hanley’s remarks came after the Toyota RAV4 surpassed the HiLux as Toyota’s best-selling model in 2024, with 58,718 units sold versus 53,499 for the HiLux. Year-to-date, SUV sales have risen by 6.0%, with the medium SUV category—home to the RAV4—increasing by 1.3%, while the light commercial vehicle segment grew slightly by 0.3%.
Sales Overview
- HiLux: 53,499 units sold in 2024
- RAV4: 58,718 units sold in 2024
- SUV sales growth: +6.0% year-to-date
- Medium SUV category growth: +1.3%
- Light commercial vehicle segment growth: +0.3%
Author’s Summary
Toyota acknowledges Australia’s shift away from utes to SUVs, predicting the HiLux will soon lose its top sales position despite a strong legacy and upcoming model updates.