The Ford Ranger Leads the Pack, but Sales are Slipping

The Vietnam Automobile Manufacturers Association (VAMA) reported a slight dip in pickup truck sales in May, with the Ford Ranger experiencing a decline despite its continued dominance over its Japanese rivals.

Ford Ranger Remains on Top Despite Sales Drop

According to VAMA’s report, the Ford Ranger and the Toyota Hilux witnessed a decrease in sales compared to the previous month.

Ford Ranger’s sales figures for May stood at 1,254 units, while the Toyota Hilux sold 264 vehicles in Vietnam. These numbers represent a respective decline of 8.2% and 24.8% compared to April.

On the other hand, the Mitsubishi Triton and Isuzu D-Max experienced growth in their Vietnam sales during May. Triton sold 283 units, while Isuzu D-Max more than doubled its sales to reach 77 units.

The overall pickup truck segment in Vietnam recorded 1,878 units in sales for the latest reporting period, a decrease of 87 vehicles or approximately 4.43% from the previous month. This downturn is mainly attributed to the Ford Ranger due to its significant sales volume, and to a lesser extent, the Toyota Hilux.

Despite the sales dip, the Ford Ranger remains the best-selling pickup truck in Vietnam.

With the Mazda BT-50 currently off the market and no set return date, Vietnamese customers have only five pickup truck options: the American Ford Ranger and four Japanese models, including the Mitsubishi Triton, Toyota Hilux, Isuzu D-Max, and Nissan Navara. Nissan has not shared sales figures for the Navara.

In May and throughout the first five months of the year, Ford Ranger’s sales were nearly double the combined sales of its competitors. Cumulative sales for the first five months reached 6,382 units for the Ford Ranger, accounting for approximately 68.6% of the segment’s total sales.

When Will the Monopoly Be Broken?

In Vietnam, the pickup truck segment has long been relatively “stagnant” due to the overwhelming dominance of the Ford Ranger.

The Ford Ranger is dubbed the “king of pickup trucks” in Vietnam due to its near-absolute sales leadership. Photo by Ha Bui.

The Ford Ranger’s advantage lies in its diverse range of models and wide price range, allowing it to easily maintain its top position in sales within the pickup truck segment. Ford Vietnam’s flagship model also frequently appears in the overall best-selling vehicle rankings and once competed closely with the Mitsubishi Xpander in 2023.

Meanwhile, the efforts of competitors like the Mitsubishi Triton, Isuzu D-Max, and Toyota Hilux have not been as effective. Although the Nissan Navara has recently been reintroduced with an upgraded version, it remains to be seen when the new Mazda BT-50 will enter the Vietnamese market.

Last year, the Ford Ranger outsold its rivals significantly, with 17,508 units sold compared to 2,687 units of the Mitsubishi Triton, 2,404 units of the Toyota Hilux, 559 units of the Isuzu D-Max, and 5 units of the Mazda BT-50 before it ceased sales.

Japanese competitors are trying to refresh their models, but they haven’t been able to challenge Ford Ranger’s dominance effectively. Photo by Hau Phuc.

The relatively weak competition from Japanese brands means that Vietnam’s pickup truck market will likely continue to be dominated by the Ford Ranger for the foreseeable future.

However, if the BYD Shark 6 enters the Vietnamese market, it could significantly disrupt the Ford Ranger’s monopoly. The trend towards hybrid vehicles is growing in Vietnam, and a plug-in hybrid (PHEV) pickup truck would be an intriguing and novel option for local buyers.

At the Bangkok International Motor Show (BIMS) in March 2025, the BYD Shark 6 was showcased with a 1.5L gasoline engine paired with two electric motors, delivering a maximum output of 430 horsepower and 650 Nm of torque. This PHEV pickup utilizes an all-wheel-drive system and can accelerate from 0 to 100 km/h in 5.7 seconds.

The BYD Shark 6 offers a maximum pure electric range of 100 km and a combined range of up to 840 km on the NEDC cycle.

The BYD Shark 6 has the potential to challenge the Ford Ranger’s dominance in the Vietnamese pickup truck market. Photo by Thanh Dan.

With the Japanese pickup trucks failing to pose a significant challenge to the Ford Ranger, it seems that only fresh entrants can break the monopoly in this segment.

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