This sort of vehicle is very popular in Australia. An outdoors lifestyle in a country with space and a DIY culture all combine to make them a sought after mode of transport. There are a few interesting features here to note. Please note that the 2024 is for seven months, hence why it is lower.
While across the 'Tasman', the Ford Ranger has outsold the Toyota Hilux for a decade, it's only recently it is asserting itself in Australia. While I'm not ever going to own such a vehicle so am not an expert, all road tests in magazines point out the Ranger is much better. It's taken a while for the locals to cotton on....
Another interesting development is the growth of US sourced pickups. As they drive on the wrong side of the road in the US, the steering wheel and dashboard need to be changed which which comes at a substantial cost. Yet they have established a solid following.
The numbers aren't huge but the fact that the high price and sheer size attracts so many surprises me. When I say the sales aren't huge, that is against a backdrop of impressive pickup sales generally. The numbers are deceptively large.
The work involved in producing this many conversions has created a vibrant cottage industry. RAM started tentatively in 2016 with a few hundred per annum but it took off in 2019. The Chevrolet Silverado came in 2021 and benefitting from the foundation laid by RAM hit the ground running.
Ford arrived with F-150 in 2023 and Toyota has done a tentative run of 200 vehicles with the Tundra and will ramp things up from here. Ford has been affected with compliance issues and that has undoubtedly affected sales so the transtioning of the steering wheel is not a simple procedure when done after manufacturing.
Mazda does quite well here with the BT-50, previously made by Ford and recently by Isuzu. It's not a model that Mazda has success within many markets. It's just been discontinued in New Zealand despite reasonable sales.
Mercedes tried to crack the lucrative pickup market with a donor vehicle from Nissan but only averaged 2,000 sales over three years in Australia and flopped everywhere else as well. Chinese brands are trying to get some of the action with some success. Hyundai and Kia are upbeat about their new pickup models which are about the enter the fray.
Pickup buyers are a loyal bunch and conquest sales are hardwon. They aren't practical for many people nor in many countries but in several places they are the best selling vehicles. This is obviously one of them.
Data source: Vfacts. Pictures: Manufacturers.
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