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For the first time this year, the Hilux is surpassed by the Ranger in the mid-size pickup truck market and shocks the automotive market with an impressive turnaround
Competition in the mid-size pickup truck market became even fiercer in October. For the first time in 2024, Toyota Hilux lost its leadership position, ranking second in retail sales. This move brought to light the growing strength of the Ford Ranger, which conquered 2.261 units last month, surpassing the 1.883 of the traditional Hilux. Although Toyota still holds the lead in the year to date, the change in position last month generated important repercussions for the pickup truck market in Brazil, according to the Web Motors website.
Ford Ranger: The rise of an unbeatable rival?
Ford has been investing heavily in the Ranger, consolidating its image as one of the great references in the mid-size pickup segment. Although, historically, pickup truck sales in Brazil follow a traditionalist pattern, the Ranger's performance in October suggests a change. Ford's pickup truck stood out not only for leading the month's sales, but also by increasing its presence in the market. The brand has invested in attractive versions, like the Ranger Black, which costs R$219.990, and with that waits attract more consumers to the model.
What is striking, however, is that, even with the victory in retail, Ford still faces a big gap in direct sales. The Hilux continues to be the best-selling in this segment, with 2.853 units in October, while the Ranger only added 1.556 units in this type of transaction.
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The impact of direct sales: Hilux still leads, but…
Although Ford has gained the lead in retail sales, Hilux remains strong in the direct sales market, where it achieved superior performance in the month of October. Toyota pickups are still preferred for direct transactions with fleet operators, something that continues to ensure leadership of the Japanese brand. In the accumulated of 2024, Hilux registered 20.491 units in direct sales, against 10.456 for the Ranger, consolidating its strength in this specific segment.
However, the situation may change in the coming months, as Ford expands its lineup with new versions and options. The latest news is the Ranger single cabin, recently presented at Fenatran, which promises to further expand the range of options for specific consumers in this type of vehicle. Although Ford has not yet officially confirmed the launch in Brazil, this strategy could increase the Ranger's appeal in the national market.
