December 2023 Truck Sales: Ford Ranger Leads, Toyota Hilux Faces Challenges

The Vietnamese automobile market has witnessed a surge in sales in the last month of 2023, driven by the purchasing sentiment surrounding the Lunar New Year. This trend has also been reflected in the pickup truck segment, except for the Toyota Hilux, which experienced a decline in sales.

Pickup Truck Sales in December 2023 (unit: vehicles)

Ford Ranger: 1,912 vehicles

In December 2023, the Ford Ranger continued to dominate the pickup truck segment with a remarkable sales volume of 1,912 vehicles, marking a growth of 30.6%. This American pickup truck not only leads the segment but also secures a spot among the top 10 best-selling vehicles in the overall market.

Throughout 2023, Ford sold a total of 16,085 Ranger vehicles to Vietnamese customers, which represents a marginal decline of 2.3% compared to the previous year. However, the Ford Ranger remains a dominant force in the pickup truck segment and ranks fourth among the best-selling vehicles in the overall market in 2023.

The Ford Ranger’s popularity can be attributed to its appealing exterior design, luxurious features, and advanced safety technologies. Moreover, this pickup truck model offers a wide range of variants with prices ranging from 669 million to 1.299 billion dong, providing customers with abundant options.

Mitsubishi Triton: 332 vehicles

Similar to the Ford Ranger, the Mitsubishi Triton enjoyed a successful month in terms of sales, with a notable increase of 50.9% to reach 332 vehicles. Although the sales volume of this Japanese pickup truck model is comparatively lower than that of the Ford Ranger, it still maintains its position as the second best-selling pickup truck.

Throughout 2023, the Mitsubishi Triton accumulated a total sales volume of 2,572 vehicles, reflecting a decline of 46.2% compared to the previous year. Despite this decline, the Mitsubishi Triton remains the second best-selling pickup truck in the Vietnamese market.

The Mitsubishi Triton showcases an attractive design with notable features, including LED headlights, LED daytime running lights, 18-inch wheels, paddle shifters, a small infotainment screen paired with an analog instrument cluster, a 6.85-inch center touchscreen, 2-zone automatic air conditioning, and rear air vents/cup holders.

The Mitsubishi Triton is currently priced between 650 and 905 million dong.

Mazda BT-50: 62 vehicles

The Mazda BT-50 maintains its position as the third best-selling pickup truck in the segment, with a sales volume of 62 vehicles, marking a growth of 12.7%. However, the adjusted selling price of the Mazda BT-50 in December 2023 had minimal effect on its sales volume.

In 2023, the Mazda BT-50 achieved a total sales volume of 812 vehicles, displaying a growth of 6.9% compared to the previous year.

At the end of 2023, THACO, the distributor, adjusted the selling prices for several Mazda models in Vietnam, including the BT-50 pickup truck. Consequently, the new selling prices for the Mazda BT-50 are 554 million dong for the MT 4×2 version and 614 million dong for the AT 4×2 version, reflecting a reduction of 30 million dong compared to the previous prices.

The Mazda BT-50 boasts competitive prices in the Vietnamese market, making it one of the most affordable pickup truck models available. However, the perceived lack of masculinity in its design affects its appeal to customers.

Isuzu D-Max: 47 vehicles

The Isuzu D-Max maintains its position as the fourth best-selling pickup truck in the segment, with a sales volume of 47 vehicles, experiencing a remarkable growth of 74%. Despite its impressive growth rate, the Isuzu D-Max still lags behind its competitors due to its low sales volume. Throughout 2023, only 519 Isuzu D-Max vehicles were sold to Vietnamese customers, depicting a decline of 31.4% compared to the previous year.

Similar to the Mazda BT-50, the Isuzu D-Max offers a competitive price range, with prices ranging from 665 to 880 million dong for three variants. However, this Japanese pickup truck model does not enjoy significant popularity among Vietnamese customers due to its less appealing design. Nevertheless, for individuals seeking practicality and cargo transportation capabilities, the Isuzu D-Max remains a viable choice.

Another noteworthy aspect of both the Isuzu D-Max and the Mazda BT-50 is their engine. Both pickup truck models incorporate a 1.9L 4-cylinder diesel engine, capable of generating a maximum power of 150 horsepower and a peak torque of 350 Nm. This engine is coupled with a 6-speed automatic transmission and a 1 or 2-wheel drive system.

Toyota Hilux: 7 vehicles

In contrast to its four competitors, the Toyota Hilux experienced a decline in sales volume in December 2023, selling only 7 vehicles, reflecting a decrease of 22.2%. Consequently, the Toyota Hilux sold a total of 134 vehicles throughout 2023, making it the least popular pickup truck in the segment and placing it among the list of the least popular vehicles in Vietnam for the year.

Despite its brand reputation, the Toyota Hilux fails to capture the attention of Vietnamese customers due to its high price, limited variants, and basic features. Currently, the Toyota Hilux is available in one variant, the 2.4 4×2 AT, priced at 852 million dong. Additionally, the Toyota Hilux did not offer any official promotions in 2023, despite being ineligible for the government’s 50% reduction in registration fees as it is a fully imported vehicle from Thailand.