Understand how Ranger took away from the Hilux a lead that lasted 58 consecutive months in Brazil
Difference of 33 registrations overturns Toyota's hegemony of almost five years; year-to-date, however, the Hilux still opens 6,355 units
For the first time since launch, the new generation of the Ford Ranger managed to lead the sales of medium pickup trucks in Brazil (Photo: Ford | Disclosure)
The Ford Ranger ended July as the best-selling midsize pickup truck in Brazil and interrupted the longest recent hegemony in the market: the Toyota Hilux had led the category month by month for 58 months in a row, almost five years. There were 3,402 Ranger registrations against 3,369 for the Japanese rival, according to Renavam data compiled by Fenabrave — a difference of only 33 units.
The last time another pickup had surpassed the Hilux in a single month was in August 2021, when the Chevrolet S10 registered 4,798 registrations, against 4,363 for the Japanese. Since then, Toyota had not lost a single month.
According to Ford, Ranger sales were driven by the more expensive versions (Photo: Ford | Disclosure)
The result gave the Ranger 25.2% share in the segment. Ford’s pickup grew 15.3% compared to June, while the category retreated 0.8%. According to the automaker, the advance came mainly from the top versions — XLT, Limited and Raptor —, the most disputed range in the market, with the 250 hp V6 3.0 turbodiesel engine pointed out as the main reason for purchase. “The leadership of the segment is a recognition of the strength, quality, technology and reliability that made the Ranger the preferred pickup truck in Brazil,” said Raul Limongi, director of Sales and Service at Ford South America.
The turn, however, is monthly. From January to July, the Hilux maintains a comfortable clearance, with 26,732 registrations compared to 20,377 for the Ranger. Toyota’s pickup has led the category on an annual basis since 2016 and is on track for the tenth consecutive year in the position.
How the two get to this dispute
With more than a decade, the current generation of Toyota Hilux shows signs of fatigue (Photo: Toyota | Disclosure)
The difference in product cycle helps explain the approximation. The Ranger sold today in Brazil is the generation launched in June 2023, with a new platform, body and interior. The range ranges from the XL of fleet owners to the Raptor, passing through XLS, Black, XLT and Limited, with 2.0 turbodiesel of 170 hp and 41,3 kgfm, the V6 3.0 turbodiesel of 250 hp and 61,2 kgfm and, at the top, the 3.0 V6 biturbo gasoline of 397 hp and 59,4 kgfm exclusive to the Raptor.
The Hilux, in turn, derives from the generation presented globally in 2015, updated over time. The Brazilian line is more concentrated: the 2.8 turbodiesel delivers 204 hp and 50,9 kgfm in the automatic versions, with a specific adjustment of 224 hp and 55 kgfm reserved for GR-Sport. On the other hand, Toyota maintains a larger network of work configurations, with a single cab and chassis.
Ford Rises Above Industry
The Ranger’s performance pulled the overall result of the brand. Ford sold 5,231 vehicles in July, up 12.6% over June, against 2.6% for the industry. The F-150 maintained its leadership among large pickup trucks up to 3.5 tons, with 115 units, and the Territory was the manufacturer’s second best-selling model, with 818 registrations.
Comments are the sole responsibility of their authors and do not represent the opinion of this site. Comments containing profanity or offensive language will not be published. If you identify anything that violates the terms of use, please report it.
