Australians love their utes, especially at tax time. In fact, during the course of 2021 total ute sales and market-share are both at all-time highs.
Instant asset write-down policies, superior products with greater comfort and safety, and less tangible aspects like changes in customer preference and self-image, have all conspired to make load-luggers the most-purchased vehicle type in the land.
The Toyota HiLux and Ford Ranger are the two top-selling vehicles in the country over the course of 2021 and were equally popular last year, while the Isuzu D-Max and Mitsubishi Triton sit sixth and seventh respectably. That’s four of the top seven vehicles…
Now since we’re just past the halfway point of 2021, it’s a suitable time to evaluate the market and discover the winners and losers among the load-luggers. From here on in, first-half sales will be shortened to H1.
VFACTS data supplied by car brands shows pickup and cab chassis utes with 4×2 or 4×4 drivetrains took combined 20.6 per cent share of the new-vehicle market between January 1 and June 30 this year, up from 20.1 per cent in 2020.
The lion’s share of this came from 4×4 models with 17.9 per cent overall market share versus 2.7 per cent for 4x2s. As such, 4×4 utes are the single most popular vehicle type ahead of mid-sized SUVs (17.2 per cent market share YTD).
Buyer data shows the majority of these were dual-cabs priced above $50,000, rather than vinyl-floored workhorses. Yet at the same time, cheaper China-made options like the LDV T60 and GWM ute are storming up the charts.
MORE: Buying a new commercial vehicle, temporary full expensing
This all means that from the 567,468 new vehicles sold in Australia this year, 101,597 of them were 4×4 utes and a further 15,263 were 4×2 utes.
Sales volumes of 4×4 utes climbed 34.1 per cent over the first six months of 2021 relative to the same period of 2020, against overall market growth of 28.3 per cent. Sales of 4×2 utes grew ‘only’ 15.3 per cent over the same period.
Top vehicle segments by market share
- 4×4 utes: 17.9 per cent
- Medium SUVs: 17.2 per cent
- Small SUVs: 14.2 per cent
- Large SUVs: 12.3 per cent
- Small cars: 10.4 per cent
Top segments by volume growth (H1 2021 versus H1 2020)
- Small SUVs: 80,622 versus 53,179, up 27,443
- 4×4 utes: 101,597 versus 75,769, up 25,828
- Large SUVs: 69,624 versus 52,113, up 17,511
- Light SUVS: 29,332 versus 11,933, up 17,399
- Medium SUVs: 97,635 versus 85,129, up 12,506
Of course, you all want to see how each model stacks up against one another, and takes bragging rights.
Here’s a table showing the 4×4 ute market over H1 2021, with the growth over H1 2020.
| 4×4 Model | H1 sales | Growth |
|---|---|---|
| Ford Ranger | 23,307 | 33.9% |
| Toyota Hilux | 21,982 | 27.2% |
| Mitsubishi Triton | 11,781 | 42.9% |
| Isuzu D-Max | 10,682 | 132.5% |
| Mazda BT-50 | 7115 | 90.2% |
| Nissan Navara | 6272 | 39.4% |
| Toyota LandCruiser | 5396 | 9.5% |
| Volkswagen Amarok | 3924 | 10.6% |
| LDV T60 | 3337 | 83.5% |
| GWM Ute | 3254 | New |
| RAM 1500 | 1885 | 10.2% |
| Ssangyong Musso | 916 | 142.3% |
| Chev Silverado 1500 | 902 | New |
| Jeep Gladiator | 572 | 255.3% |
| GWM Steed | 228 | -18.6% |
The Blue Oval takes bragging rights over its Toyota nemesis in the lucrative 4×4 market. It’s daylight to the bargain Triton and impressive new (supply-constrained) D-Max, then a gap to the Mazda BT-50 (Isuzu’s twin) and newly facelifted Nissan Navara.
The Toyota LandCruiser 70 Series might be ancient and agricultural, but it’s still the dominant force out bush. Its edges out the performance-oriented Volkswagen Amarok which is overwhelmingly sold with the V6 diesel option.
The LDV T60 and GWM Ute are neck-and-neck in the budget stakes, while next is a contender at the other end of the scale: the Australian re-engineered Ram 1500 Hemi V8 that “eats utes for breakfast” according to the importer’s claim.
Rounding out the list are the under-appreciated SsangYong Musso, locally re-engineered Chevy Silverado 1500, utterly unique (removable doors!) Jeep Gladiator, and the now-discontinued GWM Steed.
At the other end of the scale here’s a table showing the 4×2 ute market over H1 2021, with the growth over H1 2020.
| 4×2 Model | H1 sales | Growth |
|---|---|---|
| Toyota HiLux | 6094 | 20.1% |
| Isuzu D-Max | 3123 | 55.3% |
| Ford Ranger | 2029 | 91.4% |
| Mitsubishi Triton | 1395 | 1.6% |
| Mazda BT-50 | 1250 | -16.1% |
| Nissan Navara | 1011 | 3.3% |
| GWM Steed | 361 | -33.6% |
The trusty HiLux WorkMate dominates the cheaper 4×2 space, ahead of the Isuzu D-Max which also does well. Ford is banished to third ahead of Mitsubishi, Mazda and Nissan. The GWM Steed is about to meet its maker and be retired.
When we add together both 4×2 and 4×4 sales we get the following table.
| 4×2 and 4×4 Models | H1 sales |
|---|---|
| Toyota HiLux | 28,076 |
| Ford Ranger | 25,336 |
| Isuzu D-Max | 13,805 |
| Mitsubishi Triton | 13,176 |
| Mazda BT-50 | 8365 |
| Nissan Navara | 7283 |
| Toyota Landcruiser | 5396 |
| Volkswagen Amarok | 3924 |
| LDV T60 | 3337 |
| GWM Ute | 3254 |
| RAM 1500 | 1885 |
| Ssangyong Musso | 916 |
| Chevrolet Silverado 1500 | 902 |
| GWM Steed | 589 |
| Jeep Gladiator | 572 |
Top better place these figures in context, let’s look at the growth in utes – in terms of market share and volume alike – over time, measured at the halfway point of recent years.
The dynamic has shifted ever more towards 4x4s as the Aussie-made Ford and Holden utes were phased out and replaced in consumer psyches by diesel 4×4 dual-cabs, but overall ute sales combined are also growing by all metrics.
4×2 and 4×4 ute H1 sales and market share over the years
| H1 | Sales | Market share |
|---|---|---|
| 2021 | 116,860 | 20.6% |
| 2020 | 89,008 | 20.1% |
| 2019 | 106,197 | 19.2% |
| 2018 | 109,161 | 18.0% |
| 2017 | 104,259 | 17.4% |
| 2016 | 98,919 | 16.5% |
| 2015 | 89,866 | 15.5% |
| 2014 | 89,408 | 16.0% |
| 2013 | 94,924 | 16.6% |
| 2012 | 81,253 | 14.8% |
| 2011 | 78,425 | 15.8% |
| 2010 | 79,552 | 15.0% |
Previous monthly reports
- June 2021 Australian new vehicle sales (VFACTS)
- May 2021 Australian new vehicle sales (VFACTS)
- April 2021 Australian new vehicle sales (VFACTS)
- March 2021 Australian new vehicle sales (VFACTS)
- February 2021 Australian new vehicle sales (VFACTS)
- January 2021 Australian new vehicle sales (VFACTS)
- December 2020 Australian new vehicle sales (VFACTS)
- November 2020 Australian new vehicle sales (VFACTS)
- October 2020 Australian new vehicle sales (VFACTS)
- September 2020 Australian new vehicle sales (VFACTS)
- August 2020 Australian new vehicle sales (VFACTS)
- July 2020 Australian new vehicle sales (VFACTS)
- June 2020 Australian new vehicle sales (VFACTS)
- May 2020 Australian new vehicle sales (VFACTS)
- April 2020 Australian new vehicle sales (VFACTS)
- March 2020 Australian new vehicle sales (VFACTS)
Got any questions about car sales? Ask away in the comments and I’ll jump in!
