We are referring to the new Toyota Hilux, which debuted in Malaysia on May 5. It dominates the local truck segment with 52% market share and the latest model is targeted to sell even more. The latest development has understandably put rivals in a defensive position.
Unsurprisingly, the other pick-up truck makers have been quick to turn up the volume on their models to get attention in a move to stand their ground and attempt to avoid an erosion in sales as some potential buyers could be lured away to the Hilux camp.
Since the entry of the new Hilux, the press have been on the receiving end from truck makers who are announcing various activities or enhancements to their own vehicles.
The NP300 Navara.
The latest is from Edaran Tan Chong Motor, which will be holding its first 4WD Carnival later this month, with the NP300 Navara playing a starring role along with the X-Trail SUV. It will also offer various convenience and safety accessories for the Navara.
Isuzu will be giving a media preview of the D-Max Beast, a limited edition truck that will see some added goodies to the standard vehicle.
Ford has also made its Ranger look more tempting with the inclusion of a rear-view camera and extending its warranty to an attractive five years. Customers who buy and register the truck by the end of June will get a manufacturer’s warranty of three years or 100,000km, with an additional two years or 100,000km warranty through Sime Darby Auto Connexion's extended warranty programme.
Mitsubishi Motors Malaysia, whose first quarter sales have been driven by the Triton, has the Triton Knight Edition as its latest variant to sustain its momentum. It's limited to 120 units and is based on the Triton VGT Adventure variant. Mitsubishi Motors throws in a two-year free maintenance with RM2,000 cash rebates, or free labour with RM4,000 cash rebates as well as a factory warranty of three years or 100,000km, whichever comes first.
The exterior of the limited edition Triton gets aesthetically kitted up with exclusive Knight Body stickers, a front bumper extender, sports bar, sports lid and matte black finishing for the 17-inch alloy wheels, front grille and rear bumper, while the cabin gets “Knight” embroidery for the leather seats. The Triton saw a 67% increase in sales to 716 units in March, placing it as second overall in the pick-up segment for the month.
As a bit player in the pick-up truck arena, Mazda isn't focusing attention on its BT-50, as it is promoting its key sales drivers in the form of the CX-5 crossover, Mazda2 and Mazda3.
At the end of the day, it's the consumers who benefit from better choices even as they trudge through a dampened market.
READ MORE: Triton vs Ranger vs Navara
