The auto market in Vietnam in January 2024 was gloomy. This affected all car and pickup truck segments, including the Toyota Hilux, which had zero sales.
| No. | Model | January 2024 | December 2023 | Growth rate | Cumulative 2024 |
| 1 | Ford Ranger | 1,143 | 1,912 | -40.2% | 1,143 |
| 2 | Mitsubishi Triton | 149 | 332 | -55.1% | 149 |
| 3 | Isuzu D-Max | 18 | 47 | -61.7% | 18 |
| 4 | Mazda BT-50 | 5 | 62 | -91.9% | 5 |
| 5 | Toyota Hilux | 0 | 7 | -100% | 0 |
Table of pickup truck sales in January 2024 (in units)
Ford Ranger: 1,143 units
Despite being a popular model in the Vietnamese market, the Ford Ranger also experienced a decrease in sales in the pre-Tet month. Specifically, Ford sold 1,143 Ranger units in January, a 40.2% decrease.
However, the Ford Ranger still leads in terms of pickup truck sales. If we consider the entire market, this pickup truck is the second best-selling, only behind the Mitsubishi Xpander. Apart from the Mitsubishi Xpander, the Ford Ranger is the only pickup truck with sales exceeding 1,000 units in January.
Ford Ranger
For a long time, the Ford Ranger has been the best-selling pickup truck in Vietnam, consistently outperforming its competitors. Its success is attributed to its attractive design, luxurious features, extensive safety features, and diverse range of variants.
The Ford Ranger in Vietnam has eight variants with prices ranging from 669 million to 1.299 billion VND. In March 2024, Ford will introduce a new Stormtrak variant of the Ranger in Vietnam as an alternative to the Wildtrak.
Under the hood of the Ford Ranger are two 2.0L diesel engine options. The first is a single-turbo engine with a maximum power of 167 horsepower and a peak torque of 405 Nm. This engine can be paired with a 6-speed manual or automatic transmission. The second option is a twin-turbo engine, providing corresponding power of 207 horsepower and 500 Nm of torque, paired with a 10-speed automatic transmission.
Mitsubishi Triton: 149 units
The second position in the pickup truck segment still belongs to the Mitsubishi Triton. Mitsubishi sold 149 Triton units in January 2024, a 55.1% decrease compared to the previous month.
Mitsubishi Triton
Similar to the Ford Ranger, the Mitsubishi Triton has maintained a stable position in the pickup truck segment. This model is favored by Vietnamese consumers for its robust and stylish design, adequate features, and relatively competitive prices ranging from 650 to 905 million VND.
The Mitsubishi Triton in Vietnam is equipped with a 2.4L MIVEC DI-D Hi-Power diesel engine, producing a maximum power of 181 horsepower and a maximum torque of 430 Nm. This engine is paired with a 6-speed automatic transmission and can be equipped with rear-wheel drive or 4-wheel drive.
Isuzu D-Max: 18 units
January 2024 witnessed the rise of the Isuzu D-Max, surpassing the Mazda BT-50 and ranking third in the segment with 18 units sold. However, compared to December 2023, the sales of this pickup truck still decreased by 61.7%.
Isuzu D-Max
The Isuzu D-Max has relatively low prices in the segment, ranging from 665 to 880 million VND for three variants. It is equipped with comparable features to its competitors but has a less appealing design for Vietnamese consumers. Under the hood of the Isuzu D-Max is a 1.9L 4-cylinder diesel engine, generating a maximum power of 150 horsepower and a maximum torque of 350 Nm. This engine is paired with a 6-speed automatic transmission and can be equipped with either rear-wheel drive or 4-wheel drive.
Mazda BT-50: 5 units
The Mazda BT-50 had the highest sales decline rate in the segment, reaching 91.9%. Specifically, only 5 Japanese pickup trucks reached Vietnamese customers in January 2024. As a result, the Mazda BT-50 dropped to the fourth position in the segment, behind the Isuzu D-Max.
Mazda BT-50
The Mazda BT-50 is currently the cheapest pickup truck in the segment, with prices ranging from 554 to 614 million VND for two variants. Despite the affordability, this model has not convinced Vietnamese consumers due to its less masculine exterior design. Additionally, the Mazda BT-50 shares the same engine as the Isuzu D-Max.
Toyota Hilux: 0 units
In January, the Toyota Hilux was the only pickup truck that did not sell any units. With this result, the Toyota model once again ranked last in the segment and joined the list of unsold vehicles in the Vietnamese market, alongside its competitor, the Mazda BT-50.
Toyota Hilux
Since its return to Vietnam in March 2023, the Toyota Hilux has lost its appeal due to having only one variant, the 2.4 4×2 AT, with a price of up to 852 million VND. Toyota dealerships have now started accepting deposits for the new Hilux with two variants: 2.4 4×2 AT and 2.8 4×4 AT. According to a sales consultant at a dealership, the expected prices for these variants are 700 million and 900 million VND, respectively. If these prices are accurate, the Toyota Hilux may become more attractive in the segment.
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