Is the aging Hilux really suffering in the local sales chart that Toyota needs to publicise it more?

So a little while ago while crawling along in traffic on the LDP, this writer here saw a massive advert for the Toyota Hilux blaring from one of those digital billboards. And perhaps it could just have been the flashiness of the ad, but it struck him that it was probably the first time he could remember ever seeing an ad for a Hilux.

This thought then triggered another recent memory of his about Toyota hosting a rather elaborate off-roading event in Borneo not too long ago for this particular pickup. Something which, if we’re being frank, isn’t exactly the sort of thing a company usually does when for product is that typically tends to fly off the shelves all on its own.

And considering too that Toyota has undeniably taken a hit in its sales from the influx of Chinese automakers muscling into its (admittedly still sizeable) slice of the pie, here’s a question that popped into this writer’s head: could it be that even the ever-popular Hailak is slipping in its sales too?

Why the Hilux Matters So Much to Toyota in Malaysia

Now before jumping to conclusions, it is worth emphasising for a bit here just why a slip in Hilux sales would be such a big deal for Toyota. And this is because the Hilux (and has long been) the bread and butter for the big T over here. It has after all consistently been one of the company’s top-selling models in Malaysia, and has held the title of best-selling pickup in the country for pretty much as long as anyone can remember.

(Why else would the Hailak become the generic term for any pickup in everyday Malaysian conversation?)

So if even the mighty Hilux is showing signs of a sales slow down, then yes, it might just be a sign that times are actually getting tough for Toyota over here.

Reasons To Suspect Why Hilux Sales Might Be Slipping 

Also, there’s some reason to believe the Hilux may not be quite as bulletproof as it once was.

For starters, it’s quite old already. Come 2025, this current iteration will be entering its tenth year on the market. Two facelifts (and likely a third on the way) have helped freshen things up a tad, but there’s only so much one can do with a truck that originally launched back when Najib was still in power…

Then there’s its competition, which is undeniably stronger than ever before. Isuzu, Ford, and Mitsubishi have all in recent years introduced new or significantly updated rivals, with each featuring their own compelling USP that aims to draw buyers away from just plonking a deposit down at the Toyota dealership. 

Just as Chinese brands are disrupting the passenger car space, they’re creeping into the pickup segment as well. JAC was the first major Chinese player to enter the fray last year, and word is that more are on their way in the coming months.

So… is the Hilux really struggling then?

Well, in a classic case of burying the lede here: Nope. The Hilux is still selling like hotcakes over here.

While Toyota themselves don’t provide an official model-by-model sales breakdown, JPJ registration data nevertheless tells a pretty clear story. And that story is, despite its age, the Hilux in 2025 is still pretty much outselling its closest rivals by a ratio of anywhere between 2.5 to 4 times every single month. 

Just to really drive home how far ahead it still is, here’s the kicker: even when you add up the sales of every other pickup from every other brand in Malaysia, they still often don’t even reach half of what Toyota manages with just the Hilux.

Take May 2025, for example — the same month Toyota held that big promotional event for the Hilux — JPJ data shows that 2,390 units were registered that month.

As for the rest?

• Isuzu D-Max: 493 units
• Ford Ranger: 421 units
• Mitsubishi Triton: 370 units
• Nissan Navara: 76 units
• JAC T9: 15 units
• Mazda BT-50: 0 units
• JMC Pickup: 0 units

So yes, when you do the math, the Hilux is pretty much still outselling all of its rivals combined by a staggering ratio of 2:1.

So What’s With All The Marketing Then? 

In bringing the story back to the billboard ads and off-road events: If the Hilux is still comfortably dominating the charts, why is Toyota even bothering?

Well, maybe it’s just about spending out an already-allocated marketing budget. Or maybe Toyota’s simply flexing, reminding everyone that it still rules the roost over here. 

In any case, despite its age and even amid stiff competition, the venerable Hailak is still one pickup that clearly doesn’t need any help flying off the shelves.