The new Toyota HiLux has been released, but it’s not an entirely new model, rather a major facelift of the existing vehicle. This is significant because the HiLux is a crucial model for Toyota, not just in Australia but also in other markets like Thailand. The fact that it’s not an all-new model raises questions about the company’s priorities and investment in the vehicle. The HiLux is in a fierce competition with the Ford Ranger, and by not introducing a new platform, Toyota may have missed an opportunity to take the lead.
The current HiLux platform, known as the “IMV” platform, has been in use since 2004, and while it’s understandable that Toyota may have wanted to save costs, this is not a vehicle where corners should be cut. The Ford Ranger, on the other hand, has been using a newer platform since 2011, which has allowed it to become the benchmark ute in Australia. The Ranger has improved significantly in terms of payload, towing, ride, and handling, and all other utes, including the HiLux, have been playing catch-up.
By not introducing a new platform, Toyota may have limited the potential of the new HiLux. While it’s unlikely to be a sales flop, it may not be enough to give Toyota total sales supremacy. The company has a new ladder frame chassis, known as the TNGA-F, which is used in other models like the LandCruiser and Prado, but it was not used in the HiLux. This decision may come back to haunt Toyota as new players and new technology emerge in the ute segment in the coming years.
The HiLux is currently locked in a head-to-head battle with the Ranger to be Australia’s best-selling new vehicle, and it’s an important fight for Toyota to win. However, by not introducing a new platform, Toyota may have given the Ranger an advantage. The Ranger has been gaining ground on the HiLux in recent years, and this new model may not be enough to reverse that trend. Overall, the new HiLux is a missed opportunity for Toyota, and it will be interesting to see how it performs in the market.