Hilux proves that old is gold with carry over engines
The ninth-generation Toyota Hilux arrives without introducing new engines. Some see this as a missed opportunity, while others view it as a sign of confident product planning.
Hilux has always marked a major evolution in Toyota’s line-up. Worldwide, it stands among the most influential vehicles ever built, and in South Africa, it continues to dominate sales.
Facing tougher competition
Despite Toyota’s strong local market share, Hilux now battles stronger rivals, particularly in the double cab segment. Ford’s Ranger has frequently outsold it thanks to more advanced powertrains, refined drivetrains, and superior cabin comfort.
Chinese manufacturers have also entered the arena aggressively. They are improving their engineering pace, integrating top-tier infotainment systems and innovative technologies, and investing heavily in diesel development—once their weakest point.
Sticking to proven strengths
“Market leadership is burdensome. When you are the best, there’s always the risk of changing too much and creating an unintended weakness.”
Toyota understands its customers well, especially in South Africa. It focuses on what buyers truly need: a reliable "bakkie" with durability, mechanical integrity, and consistent performance. The Hilux has never been the flashiest or most technologically advanced, but it has always delivered dependable results.
This unwavering reliability is the reason Hilux models maintain outstanding resale values over time.
Author’s summary
Toyota’s new Hilux shows that lasting strength and proven design can still triumph in a world chasing ever-faster innovation.