According to the sales report from the Vietnam Automobile Manufacturers' Association (VAMA), the total Vietnamese pickup truck market in 2025 reached 27,093 vehicles, an increase of 17% compared to 23,159 vehicles in 2024. Demand for pickup trucks is recovering with the country's economic rebound, painting a comprehensive picture of the sales race in 2025.

Ford Ranger: The Undisputed Leader

Unsurprisingly, the Ranger continued to demonstrate its dominant position in the segment, selling 18,692 units in 2025, a modest 6,76% increase from 2024.

While its percentage growth was not as explosive as its competitors, Ford's pickup sold 1,184 more units than the previous year. With this performance, the Ranger holds 69% of the total segment market share. In other words, for every 10 pickup trucks on the road in Vietnam in 2025, seven were Ford Rangers.

Ford Ranger dominated nearly 70% of the pickup truck market share in Vietnam in 2025. Photo: Luong Dung

The Rise of the Challengers

The most interesting highlight of the 2025 pickup truck market was the race for second place. The Mitsubishi Triton experienced a stellar year, achieving a segment-leading growth of 60,14%.

Triton's sales surged from 2,687 units in 2024 to 4,303 units in 2025. This breakthrough allowed Mitsubishi's model to solidify its second-place position, capturing approximately 15,9% of the market share and establishing a safe lead over its closest competitor.

In third place, the Toyota Hilux also showed a strong recovery. After a period of supply fluctuations and limited customer appeal, Toyota's model achieved a 45,63% growth with 3,501 units sold. While not yet able to overtake the Triton, the Hilux is showing positive signs of re-entering a more competitive race.

Isuzu D-Max Struggles to Find its Footing

In contrast to the vibrant activity among the top contenders, the D-Max has yet to escape its low-sales segment. Isuzu's model delivered only 597 units in 2025, a slight increase of 6,61% from 560 units in 2024.

With a modest market share of just 2,2%, the D-Max remains overshadowed in the segment, despite being highly regarded for its durability and fuel efficiency in the Thai market.

The year 2025 concluded with a clear polarized picture. While the Ford Ranger played the role of sales dominator, the Mitsubishi Triton and Toyota Hilux were the main drivers of the overall segment growth rate.

Luong Dung