New-generation Toyota HiLux Won’t Be Toyota’s Top Seller
According to Toyota, Australia has moved beyond its 'peak ute' phase, with car buyers shifting their preferences from dual-cab utes to SUVs. The automaker predicts that the new-generation Toyota HiLux will soon lose its position as Toyota Australia’s top-selling model.
“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 Toyota Australia’s sales and marketing chief Sean Hanley.
Despite this, the outgoing HiLux remained at the top of the October 2025 sales charts ahead of the Ford Ranger. The Isuzu D-Max and Mitsubishi Triton also ranked among the top ten best-selling vehicles, making four dual-cab utes in the list.
Overall ute sales in Australia have grown in 2025, even with slowing 4×2 demand, accounting for nearly one in five new vehicles sold. However, the shift toward SUVs continues to strengthen.
New-generation HiLux Arrives in December 2025
The upcoming model will launch in December 2025 and will be available in diesel, battery-electric, and hydrogen fuel-cell versions. These new powertrains mark a significant step for Toyota in adapting to the changing market.
RAV4 Surpasses HiLux in Popularity
The change in market trends was already visible when the Toyota RAV4 overtook the HiLux in 2024 as the brand’s best-selling model, with 58,718 units sold compared to HiLux’s 53,499. Year-to-date SUV sales have risen 6.0 percent, driven primarily by the medium SUV category of which the RAV4 is part. In contrast, light commercial vehicle sales increased only 0.3 percent.
Author’s summary: Toyota acknowledges that Australia has reached its “peak ute” era as SUV demand rises, signaling a decline in the HiLux’s dominance in the local market.