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For The First Time This Year, The Hilux Is Surpassed By The Ranger In The Mid-Size Pickup Market And Shocks The Auto Market With An Impressive Turnaround
Competition in the mid-size pickup market became even tighter in October. For the first time in 2024, the Toyota Hilux lost its leadership position, coming in second in retail sales. This shift highlighted the growing strength of the Ford Ranger, which achieved 2,261 units last month, surpassing the 1,883 of the traditional Hilux. Although Toyota still maintains the overall yearly lead, the change in position last month generated significant repercussions for the pickup market in Brazil, according to the website Web Motors.
Ford Ranger: The Rise of an Unbeatable Rival?
Ford has been heavily investing in the Ranger, consolidating its image as one of the major references in the mid-size pickup segment. Although historically, pickup sales in Brazil tend to follow a traditionalist pattern, the Ranger’s performance in October suggests a change. The Ford pickup stood out not only for its leadership in monthly sales, but also for the increase in its market presence. The brand has invested in attractive versions, such as the Ranger Black, which costs R$ 219,990, and with this hopes to attract more consumers to the model.
What stands out, however, is that despite the victory in retail, Ford still faces a significant difference in direct sales. The Hilux remains the best-selling in this segment, with 2,853 units in October, while the Ranger totaled only 1,556 units in this type of transaction.
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The Impact of Direct Sales: Hilux Still Leads, But…
Although Ford has achieved leadership in retail sales, the Hilux remains strong in the direct sales market, where it performed better in October. Toyota’s pickups are still preferred for direct transactions with fleet operators, something that continues to secure the leadership of the Japanese brand. Year-to-date in 2024, the Hilux recorded 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 addition is the single cab Ranger, recently presented at Fenatran, which promises to further broaden the range of options for specific consumers of this type of vehicle. Although Ford has yet to officially confirm the launch in Brazil, this strategy could enhance the Ranger’s appeal in the national market.
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