The first quarter of 2026 saw significant positive developments in Vietnam's pickup truck market, recording double-digit growth compared to the same period last year. While the Ford Ranger remains an unshakeable force, the standout performance of Q1 belongs to the impressive acceleration of the Toyota Hilux.
According to sales reports from the Vietnam Automobile Manufacturers' Association (VAMA), total pickup truck sales in Q1 2026 reached 7,039 units, a 29% increase from the 5,455 units sold in Q1 2025. This overall picture clearly indicates a noticeable rise in Vietnamese consumer demand for pickup trucks.
The market's overall growth is largely shaped by the dynamic shifts within the pickup segment's key models.
The Ford Ranger maintained its dominant position. By the end of Q1, Ford's pickup firmly held the lead with total sales of 4,112 units. Compared to 3,762 units in Q1 last year, the American pickup saw a modest 9.3% growth. Although sales dipped in February 2026 (the Lunar New Year month) to just 809 units, the Ranger quickly rebounded to 1,449 units in March, securing its lead over competitors.
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The new generation Hilux revived sales for Toyota's pickup model. Photo: Luong Dung |
The standout performer of Q1 was the Toyota Hilux, showcasing an impressive transformation. From a sluggish 578 units in Q1 2025, Hilux sales surged to 1,649 units in Q1 2026. Its new generation, featuring design changes and upgraded features, contributed to this significant sales improvement.
This record-breaking growth of 185% not only secured the second position for Toyota's pickup but also marked a significant moment when it surpassed the Ranger in February 2026, selling 871 units compared to the Ranger's 809.
In contrast to the market's upward trend, the Mitsubishi Triton was the only pickup in the segment to experience a decline. For the first three months of 2026, Triton sold 972 units, a slight decrease from the 1,000 units sold in the same period of 2025. Notably, Mitsubishi's pickup sold only 63 units in February 2026 – the Lunar New Year month, when overall market demand was lower – before recovering in March.
Despite ranking last in sales, the Isuzu D-Max showed positive signs, reaching 306 units in Q1 2026. This figure is 2.6 times higher than the modest 115 units sold in Q1 2025, indicating a gradual expansion of the D-Max's practical customer base.
Q1 2026 concluded with a promising outlook for Vietnam's pickup truck segment. While the Ranger maintains its position as the "king of pickup trucks", the resurgence of the Hilux has significantly fueled market excitement. Competition in the upcoming quarters is expected to be unpredictable as automakers continuously adjust strategies to optimize their market share.
The Nissan Navara is also present in Vietnam's pickup segment, though Nissan does not disclose its monthly sales results.
Luong Dung
