In mid-2025, Jato Dynamics released the list of the 10 best-selling vehicles worldwide in 2024, with half of them being Toyota models. The Hilux topped global pickup truck sales with 617,000 units delivered, securing the 6th position overall.

Within Southeast Asia, Toyota's compact pickup also dominates the market, outselling competitors like the Isuzu D-Max and Ford Ranger with 176,043 units sold.

The new Toyota Hilux. Photo: TMV

First launched in 1968, the Hilux is now available in approximately 180 countries and territories, demonstrating its adaptability to diverse conditions. Toyota tailors the Hilux to each market, considering user preferences, climate, and terrain. Through eight generations of innovation, the Hilux has become an iconic Toyota pickup, renowned for its durability.

Over a decade later, Top Gear's "torture test" of the Hilux remains a case study in the automotive industry. Subjected to extreme conditions, including being submerged in the ocean, buried under a 70-meter building, and set on fire, the Hilux’s engine still started after some manual repairs. This resilience makes it a top choice in Thailand, especially for agriculture. More than just a flashy city vehicle, the Hilux embodies strength and perseverance, becoming a trusted companion on long journeys.

In Vietnam, the Toyota Hilux retains its core characteristics: a neutral design, a durable diesel engine, and numerous driver-assistance features for long journeys. The latest version, launched in mid-2024, is imported from Thailand and available in three trims: the 2.4 4X4 MT, 2.4 4x2 AT, and 2.8 4x4 AT Adventure, priced between 668 and 999 million VND.

Vietnamese consumers demand more from a pickup truck than just ruggedness. They also seek the aesthetics of a passenger car.

Toyota Hilux duo displayed at the Vietbuild exhibition. Photo: TMV

To meet this demand, the upgraded Hilux boasts design and equipment improvements. The 2.4 4x2AT and 2.4 4x4MT feature a honeycomb front grille and modern fog lights for a distinctive look. The 2.4 4x2AT and 2.8 4x4AT Adventure include a 9-inch infotainment screen with touch controls and smartphone connectivity. The Adventure trim also offers dual-zone automatic climate control, a 360-degree camera, six sensors, blind spot monitoring (BSM), and rear cross traffic alert (RCTA).

Previously, the top-of-the-line Hilux also included Toyota Safety Sense features like pre-collision system (PCS), lane departure alert (LDA), and dynamic radar cruise control (DRCC).

While not the most popular pickup in Vietnam, the Hilux attracts customers who value durability and reliability. Hung Son, a 36-year-old from Hanoi and a long-time Hilux owner, stated, "As a businessman, I prioritize a vehicle’s practicality over its appearance or excessive, easily damaged features. The Hilux's durability is undeniable. It's also fuel-efficient, powerful, and easy to maintain."

A user's Toyota Hilux on the street. Photo: Provided by the individual

The Toyota Hilux display at the Vietbuild International Exhibition recently attracted considerable attention, particularly from those in the construction industry. Vu Tuan Long, formerly of Binh Duong, shared his thoughts while viewing the Hilux: "Pickups are a sensible choice for those in our field. Hiluxes are a common sight at construction sites, transporting materials, tools, and even tents during concrete pouring."

Quang Anh