Hilux Maintains Legacy with Carry-Over Engines
The 9th-generation Hilux lineup features no new engines. This decision raises the question: is it a misstep or a visionary strategy?
Each new Hilux generation is a major event globally. It is one of the most iconic vehicles ever produced and remains South Africa's best-selling model line by a significant margin.
Challenges from Growing Competition
Despite Toyota's strong market presence locally, Hilux faces rising competition, particularly in the popular double cab segment. Ford's Ranger often outsells the Hilux by offering:
- More advanced powertrains and drivetrains
- Superior cabin comfort
Additionally, sophisticated Chinese double cabs with rapid engineering advances and leading infotainment systems are now serious contenders. Chinese manufacturers are also improving their diesel engine technologies, an area they previously lagged behind, to better rival the Hilux.
Market Leadership Comes with Its Risks
Being the market leader means there is a constant pressure not to overchange and inadvertently weaken the product. Toyota’s expertise in bakkie design is well-established, especially understanding what South African buyers really need. However, needs do not always align with wants.
“Durability and mechanical integrity have long been pillars of the Hilux product. It’s never had the best tech, most powerful engines, or smoothest transmission, but everything works.”
This reliability explains why Hilux bakkies command high residual values in the market.
Author's Summary
Hilux stays true to its reputation by prioritizing proven durability over new engines, facing growing competition with a focus on reliability and customer needs.
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