Data from the Vietnam Automobile Manufacturers' Association (VAMA) indicates that domestic pickup sales reached 1,840 vehicles in February, a decrease from January due to the Lunar New Year holiday. The models included in this segment are the Toyota Hilux, Ford Ranger, Mitsubishi Triton, and Isuzu D-Max.

Toyota Hilux 2026 design. *Photo: TMV*

The Hilux led the segment with 871 units sold, capturing 47% market share and placing it among the top 10 best-selling vehicles in Vietnam for the month. Experts attribute this sales performance to the brand's launch of an entirely new generation in late January, featuring a range of upgrades over its predecessor. "The Hilux inherits core values from decades of development, ready to meet customer expectations in a new era, from work and family to adventurous journeys," stated Osamu Hirata, general director of Toyota Vietnam, at the launch event.

The new Hilux exterior features a "Cyber Sumo" design language, emphasizing a muscular and modern aesthetic. It sports a "TOYOTA" letter-style logo instead of the usual emblem. The vehicle comes in three versions: Standard, Pro, and Trailhunter. All share a 2,8-liter turbocharged diesel engine, delivering 201 horsepower and 420–500 Nm of torque. The Trailhunter version, with its 4WD, multi-terrain select system (MTS), rear differential lock, and electronic four-wheel drive engagement, targets adventure enthusiasts.

The rear of the vehicle features a letter-style logo. *Photo: TMV*

The manufacturer noted that comfort enhancements, such as an electric power steering wheel, electronic parking brake, wireless charging, an air purifier, dual-zone automatic climate control, and a large infotainment screen, significantly influence user purchase decisions. "Alongside these innovations, Toyota retains the original values that have established the Hilux's reputation globally and in Vietnam: quality, durability, and reliability," a company representative stated.

Nguyen Quoc Trung, 42, from Hanoi, had previously seen the new generation Hilux in Thailand when the model first debuted. "I chose to buy the Hilux as soon as the company opened domestic pre-orders; I was impressed by the new design, while its strengths in powertrain and fuel efficiency were retained," he commented. "Inside, the new Hilux interior resembles SUV models."

Toyota Hilux 2026 during a test drive. *Photo: TMV*

The first generation Toyota Hilux launched in 1968. The manufacturer currently sells it in 195 countries and territories, with sales totaling approximately 28 million units. In Vietnam, the three Hilux versions—Standard, Pro, and Trailhunter—are priced at 632 million, 706 million, and 903 million VND respectively, including VAT. The vehicles are imported from Thailand.

Quang Anh