According to a sales report from VAMA (Vietnam Automobile Manufacturers' Association), total pickup truck sales in june reached 2,091 vehicles, increasing by 184 vehicles from 1,907 in may. A key shift this month was the change in leadership between the two models holding the largest market shares in the segment.

Toyota Hilux recorded sales of 1,000 vehicles, an increase of 352 units compared to 648 vehicles in may, representing a 54,3% growth. This marks the highest monthly sales for the Toyota pickup truck year-to-date, placing Hilux first in june.

Ford Ranger's sales decreased from 1,089 vehicles in may to 852 vehicles in june, a 21,7% reduction. The 237-vehicle decrease caused Ranger to drop to second place in june.

Mitsubishi Triton delivered 221 vehicles in june, 86 more than 135 vehicles in may, corresponding to a 63,7% growth, the highest in the segment. Meanwhile, Isuzu D-Max maintained low sales with 18 vehicles sold, a decrease of 17 vehicles from may, representing a 46,6% decline.

Pickup segment landscape in first half of 2026

Cumulatively over six months, total pickup truck sales in Vietnam reached 12,877 vehicles, a 13,6% increase compared to the first half of 2025. Ranger continued to hold the largest market share in the segment with 6,986 vehicles sold. However, this result marked a 10,3% decrease from the same period last year. The American pickup truck currently accounts for approximately 54,2% of the total pickup truck sales.

Hilux's recent rise is gradually narrowing the gap with the segment leader, Ranger. In the first half of 2025, Hilux sold approximately 6,300 fewer vehicles than its rival, but in the first half of 2026, this gap has shrunk to just 3,000 vehicles.

Hilux's cumulative sales reached 3,981 vehicles. Compared to the first half of 2025, Hilux achieved a 170,3% growth, narrowing the gap with the leading model and recording the highest growth rate in the segment. This significant increase stemmed from Hilux experiencing supply disruptions in 2025 while awaiting the launch of its new version in 1/2026.

Triton's cumulative sales reached 1,540 vehicles, a 15,2% decrease compared to the first half of 2025. This model experienced the highest decrease in the segment. D-Max ranked last with total sales of 370 vehicles. This result represents a 45,1% increase compared to the first half of 2025, recording the second highest growth rate in the segment.

Toyota Hilux surpassed Ford Ranger in june sales. *Photo: Luong Dung*

The pickup truck market in the first half of 2026 witnessed a clear shift in market share. Ranger's sales decline occurred alongside growth from its two Japanese rivals, Hilux and Triton. Hilux surpassing Ranger in february and june indicates increasing competitive pressure on the American model. This change is expected to prompt brands to implement more price adjustments and promotions in the second half of the year to optimize sales.

The pickup truck segment in Vietnam also includes Nissan Navara; however, the Japanese automaker does not disclose monthly sales figures.

Luong Dung