The Unstoppable Ford Ranger: Why Japanese Pickup Trucks Are Left in the Dust

According to a report by the Vietnam Automobile Manufacturers’ Association (VAMA), Vietnamese customers purchased a total of 2,679 pickup trucks from brands such as Ford, Mitsubishi, Toyota, and Isuzu in October.

Ford Ranger dominated the segment with 1,881 units sold, accounting for over 70% of the total sales. After ten months, the pickup segment remains stagnant, with Japanese models lagging far behind the Ford Ranger’s sales performance.

Japanese Pickups Falter Against Ford Ranger

In October alone, Ford Ranger’s sales were more than double that of its competitors, Mitsubishi Triton, Toyota Hilux, and Isuzu D-Max combined.

The sales figures for the three Japanese models were 379, 357, and 62, respectively, totaling 798 units, while the Ford Ranger sold an impressive 1,881 vehicles during the same period.

Currently, there are only four pickup models available in Vietnam after the temporary discontinuation of the Mazda BT-50. The Ford Ranger remains the sole American representative, alongside its Japanese rivals.

Year-to-date, the Ford Ranger has sold 13,647 units to Vietnamese customers. Mitsubishi Triton and Toyota Hilux trail behind with 2,020 and 1,690 units sold, respectively.

Isuzu D-Max has sold 403 units so far this year, while the Mazda BT-50 managed to accumulate sales of 5 units before its discontinuation in Vietnam.

It appears that Japanese pickups will once again be overshadowed by the Ford Ranger this year. The American pickup is almost certain to be one of the best-selling vehicles in the Vietnamese market for 2024.

Based on data released by VAMA and TC Motor, the Ford Ranger is currently the second best-selling vehicle in the market, ranking just behind the Mitsubishi Xpander and outperforming the Mazda CX-5 in sales.

Japanese Pickups’ Efforts Fall Short

In 2023, the Ford Ranger cemented its position as the “king of pickups” in Vietnam, with sales of 16,085 units. The introduction of the Raptor variant this year further bolstered the American pickup’s dominance in the local market.

The continuous dominance of the Ford Ranger in the pickup segment has prompted its Japanese competitors to take action. This year, both the Toyota Hilux and Mitsubishi Triton unveiled their new-generation models.

While the Mazda BT-50 has temporarily withdrawn from the market, it is likely to make a comeback soon with an updated version. Its “twin” model, the Isuzu D-Max, also unveiled its upgraded version at the VMS 2024 exhibition in Ho Chi Minh City last month.

Japanese Pickups Introduce Upgrades and New Generations in 2024.

The new-generation Toyota Hilux, reintroduced in March, initially sold 308 units, securing the second spot in the segment. However, its sales performance declined in the following months before showing signs of recovery in the last two months.

The Mitsubishi Triton, on the other hand, experienced a more positive impact from its new-generation launch. In the month of its debut, the Triton sold 360 units, a significant increase from the 86 units sold in August.

The Triton’s sales continued to climb in October, albeit not explosively, allowing it to maintain its position as the second best-selling pickup in the segment.

As for the Isuzu D-Max, the impact of its upgraded version on sales will likely be observable in the last two months of the year or even next year.

The Isuzu D-Max is almost certain to be one of the lowest-selling pickups in Vietnam for 2024, alongside the Mazda BT-50, which was discontinued in May.

Isuzu D-Max Faces Challenges in Boosting Sales Immediately.

In November, Ford is offering promotions for the entire Ford Ranger lineup. Locally assembled models are eligible for a discount equivalent to 50% of the registration fee, up to VND 40 million. Meanwhile, the imported Stormtrak and Raptor variants come with a choice between a 50% registration fee discount or a package that includes insurance, warranty, and maintenance benefits, valued at nearly VND 36 million.

Mitsubishi is also offering promotions for the Triton, including a discount equivalent to 50% of the registration fee, a VND 10 million gift, and free oil change and filter replacement, totaling between VND 30 million and VND 38 million depending on the variant.

Overall, the efforts of Japanese pickups to refresh their models have not been sufficient to dethrone the Ford Ranger’s strong sales performance in Vietnam.

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