Hilux Proves That Old Is Gold with Carry Over Engines
The 9th-generation Hilux has been launched without any new engines. This prompts the question: is it a misstep or a strategic, visionary move? The release of a new Hilux generation is always a significant event globally, as it is one of the most influential vehicles ever made. In South Africa, it continues to be the most successful model range by a wide margin.
Despite Toyota’s dominant position locally, Hilux faces increasing competition, particularly in the competitive double cab segment. Ford’s Ranger has often outsold Hilux by offering more advanced powertrains, drivetrains, and notably improved cabin comfort.
Rising Competition and Innovation
Fast-paced engineering updates combined with superior infotainment and technological integration have allowed Chinese double cabs to become tough rivals. Chinese powertrain engineers are now focusing on diesel engine technology, a field they traditionally lacked strength in, aiming to present even stronger competition to Hilux.
Challenges of Market Leadership
Being the market leader brings pressure. Innovating too rapidly risks introducing weaknesses. Toyota’s extensive experience with bakkies ensures it understands what South African buyers prioritize—not just wants, but essential needs.
"Durability and mechanical integrity have long been pillars of the Hilux product."
Hilux has never led in cutting-edge technology, engine power, or transmission smoothness, but it is reliable. This dependable performance is why Hilux bakkies maintain impressive residual values over time.
Summary
The Hilux secures its market position by prioritizing proven durability and reliability, even without new engines, while facing growing challenges from competitors with advanced features and comfort.
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