New-generation Toyota HiLux Won’t Be a Best-seller, Says Toyota
Toyota Australia states that the country has passed the “peak ute” phase, with buyers increasingly shifting from dual-cab utes to SUVs. As a result, the Toyota HiLux is expected to lose its position as Toyota Australia's best-selling model.
Toyota’s Market Insight
“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 director.
This outlook comes despite the outgoing HiLux leading October sales ahead of the Ford Ranger, with the Isuzu D-Max and Mitsubishi Triton also among the top ten best-selling dual-cab utes that month.
Sales Trends and Upcoming Models
- Overall ute sales in Australia have increased in 2025, although 4×2 ute sales have slowed.
- Almost one in five new vehicles sold is a ute.
- The new-generation HiLux is set to launch in December 2025, including diesel, battery-electric, and hydrogen fuel-cell versions.
Shift Toward SUVs
The change in consumer preference is evident as the Toyota RAV4 surpassed the HiLux as Toyota’s most popular model in 2024, with 58,718 sales compared to 53,499 for HiLux.
- SUV sales grew by 6.0% year-to-date.
- The Medium SUV category, which includes the RAV4, increased by 1.3%.
- The light commercial segment, including utes, saw a moderate growth of 0.3%.
Toyota’s trend analysis highlights a market moving steadily from traditional utility vehicles toward more versatile SUVs.
Author’s summary: Australian buyers are shifting from dual-cab utes to SUVs, signaling the end of HiLux’s dominance despite growing overall ute sales and upcoming new-generation models.