Unless you’re completely oblivious to your surroundings, there’s no denying the popularity of the Toyota Hilux. It’s a consistent best-seller in its class in the Philippines, and practically part of the scenery in Southeast Asia and Australia.
Simply put, pickup customers can’t get enough of Toyota’s midsize pickup. So much that it wasn’t even a close race in the global midsize pickup sales race.
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JATO Dynamics, one of the world’s leading automotive business intelligence firms, collected sales data from 151 countries. By the time it tallied all the figures, it revealed that the Toyota Hilux saw 604,800 new customers in 2023.
Perhaps that doesn’t come as a surprise for most, but its sales achievement is still something noteworthy. It’s the only pickup in its segment that’s in the world’s top ten best-sellers list in eighth place. It's also just one of three in its class to be in the world’s top 100. The fact that the Hilux has been a staple of the top ten is something Toyota can be proud of despite the current generation’s age.
But here’s a little tidbit for you. Toyota sold even more Hiluxes in 2022. Sales for 2023 are actually marginally lower than 2022’s total at 4% less. That year, Toyota shifted 632,500 Hiluxes worldwide.
So, what are the other two pickups in the world’s top 100? In a (very) distant second place is the Ford Ranger. Globally, it’s ranks 27th out of 100 with 332,300 sold in 2023, a whopping 272,500 units behind the Hilux.
It’s a strong showing for the Ranger, no doubt. In fact, global sales are up by 8%. But if you consider the fact that Hilux isn’t sold in the US and Canada while the Ranger is, it further highlights the prior’s worldwide popularity even without the help of those countries.
Way further back in 45th place is the Isuzu D-Max. It actually fell a long way down from 2022’s sales, dipping by a substantial 17%. Despite that, Isuzu still shifted 273,800 units of its midsize pickup. Perhaps the heavily updated model will help turn the tide.
Given the gap between the Hilux and its rivals, it’s probably unlikely that the Toyota pickup will lose the midsize pickup sales crown anytime in the future. However, that’s also pressure on Toyota to make the next-gen morel, which is due out in 2025, sustain the pickup’s growth in the coming years.
