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The pickup truck market in Vietnam remains dominated by the Ford Ranger. This American powerhouse has consistently been the best-selling model in its segment for years, and its supremacy continues to show in the first nine months of this year.
With the Mazda BT-50 discontinued, and the Isuzu D-Max failing to make a significant impact, the recently upgraded Mitsubishi Triton and Toyota Hilux were expected to shake things up. However, the Ford Ranger’s current position seems unchallenged.
Mitsubishi Triton’s Impressive Growth
According to the Vietnam Automobile Manufacturers’ Association (VAMA), the Mitsubishi Triton sold 360 units in September, which is more than four times its sales in August.
Previously, sales reports showed that only 86 Triton units were delivered to Vietnamese customers during the inauspicious “ghost month” of August. This dip in sales can be attributed to both the month’s cultural significance and the transition between the old and new generations of the model.
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Mitsubishi unveiled the new generation of the Triton in early September. |
The third generation Mitsubishi Triton, launched at the beginning of September, features a range of interior and exterior updates and immediately benefited from promotional offers from the brand. This is believed to be the main reason for the significant improvement in Triton’s sales figures for September.
Despite the impressive growth in sales, the Mitsubishi Triton still falls short of overtaking the Ford Ranger. The latter recorded sales of 1,473 units in September, a slight increase from the previous month. Thus, the Ford Ranger’s sales for the month were more than double the combined sales of its competitors, including the Mitsubishi Triton, Toyota Hilux, and Isuzu D-Max.
Toyota Hilux sold 280 units in September, while the Isuzu D-Max managed to deliver 61 units to customers during the same period.
Ford Ranger’s Unchallenged Leadership
With a staggering 11,766 units sold so far this year, the Ford Ranger seems to be in a league of its own in Vietnam’s pickup truck market. Its closest competitor is likely the Mitsubishi Triton, which has sold 1,641 units year-to-date.
Since its return to the market in May, the Toyota Hilux has accumulated sales of 1,333 units in Vietnam. The Isuzu D-Max, on the other hand, has sold 341 units to Vietnamese customers this year, averaging just under 38 units per month.
After nine months, the pickup truck segment in Vietnam recorded total sales of 15,086 units, including 5 units of the now-discontinued Mazda BT-50. Of this total, the Ford Ranger alone accounted for nearly 78% of sales.
| Ford Ranger dominates the pickup truck segment in Vietnam | ||||||
| Breakdown of pickup truck sales in Vietnam after nine months (Data source: VAMA) | ||||||
| Brand | Ford Ranger | Mitsubishi Triton | Toyota Hilux | Isuzu D-Max | Mazda BT-50 | |
| Units sold | 11766 | 1641 | 1333 | 341 | 5 |
Ford Ranger’s overwhelming market share leads many to believe that no competitor in the same segment, including the Mitsubishi Triton, Toyota Hilux, or any other rival, has a real chance of overtaking its position anytime soon.
Another player in Vietnam’s pickup truck market is the Nissan Navara, which has also recently received updates similar to its two domestic rivals. While Nissan does not disclose sales figures for individual models, it is safe to assume that the Navara’s sales are also dwarfed by the Ranger’s performance.
Ford Ranger’s reign is expected to continue, despite the efforts of competitors to refresh their offerings and challenge its dominance.
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With its current momentum, the Ford Ranger is set to remain the king of pickup trucks in the foreseeable future. Image: Ford. |
The Mazda BT-50 is expected to return with a new generation model, which may boost its sales similar to the Mitsubishi Triton in September. However, it is challenging to assert that any pickup truck in the Vietnamese market at this point in time has what it takes to dethrone the Ford Ranger.
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