Market Insight: Ranger vs HiLux battle hots up

TOYOTA Australia recently told GoAuto that it is set to smash a second-half record in 2023, with projected sales figures to contribute to a full-year tally of 225,000 units.

And while that number falls well short of last year’s 231,000 unit total – and below the record-setting 239,000 units sold in 2008 – the importer’s best-selling HiLux remains a model to watch, with improved supply expected to bolster its sales to new highs.

Toyota Australia vice president of sales, marketing and franchise operations Sean Hanley told GoAuto that the ubiquitous light commercial utility is on track to sell more than 50,000 units, topping last year’s number of 47,329.

“This year’s tally will be above 50,000 units, which also confirms that production and supply of HiLux is indeed healthy,” he said.

Mr Hanley added that the easing of supply chain restrictions would reduce customer wait times while simultaneously giving Toyota Australia its best half-year sales tally in history – simultaneously continuing the HiLux’s upward trajectory.

Over a five-year period, the Toyota HiLux appears to have locked horns with Ford’s Ranger, particularly in the 4x4 ute segment. Since 2018, the Ford Ranger and Toyota HiLux have alternated between first- and second place at the top of the new-vehicle sales ladder, with 2023 shaping up as no exception.

Ford Australia recently announced that it had leased a roll-on/roll-off (RORO) car carrier to improve supply of its Ranger and Everest models from Thai ports. The importer exclusively chartered the Grand Quest from last month, a move it says will help to reduce congestion and some quarantine issues at Australian ports.

“We are investing significantly in tackling the ongoing supply chain issues head-on, with a focus on ensuring customer cars are delivered as quickly as possible,” said Ford Australia and New Zealand president and CEO Andrew Birkic at the time.

While Ford Australia has not offered a projection on the number of Ranger models it expects to sell by the end of the 2023 calendar year, the data shows it will again go down to the wire with the Toyota HiLux in the popular 4x4 ute segment.

Ford began the year strongly with 4250 Ranger 4x4s sold (a 30 per cent segment share) against just 3044 Toyota HiLux 4x4s (21.5 per cent market share).

Sales in February again favoured the Ranger (8032 versus 5921 HiLux sales), as did March (11,909 Ranger sales versus 9401 HiLux sales), April (15,061 vs 12,218), May (18,725 vs 16,993), June (23,620 vs 21,808), July (28,448 vs 25,585), and August (33,829 vs 30,146).

While year-to-date 4x4 segment sales may put the Ranger in pole position, historical data shows that Toyota’s HiLux 4x2 sales help the Japanese brand to dominate the outright ute volume tally.

Since 2018, there is not a single marker that places Ranger ahead of HiLux in the 4x2 ute segment. Ford is seemingly unable to counter the stranglehold of Toyota’s two-wheel drive range, particularly the budget-friendly, petrol-powered WorkMate variant which loses a direct competitor with every passing generation.

Toyota has outsold Ford in the fleet-friendly 4x2 ute segment since Ranger sales began. In the five years since 2018, HiLux 4x2 volume has tripled Ranger 4x2 sales, last year alone selling 17,062 units against Ford’s 4351.

So, while Ford may have the runs on the board at the 4x4 end, it is Toyota’s steady four-wheel drive sales, additional supply and steadfast 4x2 sales that are likely to see it lead the market again in 2023 – and is a battle we will be following with quite some interest.

Ford Ranger verses Toyota HiLux five-year sales data:

*Year-to-date sales as at August 31.