Hilux Proves That Old Is Gold with Carryover Engines
The new 9th-generation Hilux has not introduced any new engines. This raises the question: is it a mistake or a sign of visionary product planning? The release of a new Hilux generation is always a significant global event, as it remains one of the most influential vehicles ever. In South Africa, it continues to be the most successful model line by far.
Growing Competition in the Double Cab Market
Despite Toyota's dominant market share locally, Hilux faces increasing competition, especially in the lucrative double cab segment. Ford’s Ranger frequently outsells it by offering more advanced powertrains, drivetrains, and notably better cabin comfort.
Chinese double cabs have become strong competitors by rapidly improving engineering, class-leading infotainment, and integrating advanced technology. Furthermore, Chinese powertrain engineers are now investing heavily in diesel engine development, traditionally a weak spot, to challenge the Hilux more effectively.
Market Leadership and Toyota’s Approach
Leading the market brings challenges. As the best, Toyota risks weakening its position by changing too much. Toyota’s extensive experience with bakkies is well established, especially in understanding South African buyers.
The needs and wants of customers differ. Durability and mechanical reliability have long defined the Hilux. While it may not offer the latest tech, the most powerful engines, or the smoothest transmissions, its components consistently perform well.
Hilux bakkies have impressive residual values because everything works.
Summary
Hilux’s strength lies in its proven durability and reliability, maintaining leadership despite fierce competition through dependable engineering rather than chasing every new trend.
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