Press - January 2017

Why the Toyota Hilux TRD prototype would be a major seller in South Africa

The bakkie market in South Africa has undoubtedly got a very loyal fan base. Month in and month out there are thousands of pick-ups sold in the country, with the two biggest competing brands being Ford and Toyota. Ford has risen to the top recently because not only is their offering very capable, the Ranger also looks very good. It’s the closest South Africans can get to a hardcore looking truck without paying the premium of importing something like a Dodge Ram. In fact I personally know people who have bought the Ford Ranger purely based on its looks. Most of them have probably not even used low range on their cars but as long as they look the part, their happy. Some have even taken their Fords to another level by adding the infamous Raptor kit, making it even more menacing in appearance.

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The ruggedness of the Ford Ranger Wildtrack is something the Toyota Hilux is missing. The Hilux is a pretty car but note the use of the word pretty, something that shouldn’t be said of a bakkie. What the Hilux needed in South Africa was the look of the Hilux TRD prototype that was revealed two years ago in Bangkok. This Hilux is what our market needs because it looks fantastic. Flared wheel arches, a larger and more aggressive bumper and tasteful bits in black make for an aesthetically pleasing look. To add to that, there is black side skirting on the car and red stickers on the bonnet and on the side of the vehicle. The reason why this car would do well in the country is because the traditional bakkie buyer is not the only person interested in this type of vehicle nowadays.

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The traditional buyer is one that is looking for quality and reliability, something Toyota has gotten right over the years. Generally, these buyers will use their cars on various terrains and the cars will be used to their full capacity. The newer bakkie buyer though is generally more lifestyle based, so the car needs to work well for a weekend getaway whilst doing a good job as a normal daily drive. As a result, aesthetic appeal has become of significant importance for many buyers hence the success of the Ford Ranger. If the Toyota Hilux TRD were to come into production and was sold in South Africa, it would be a great answer to the Ford. The merger of the reliable nameplate coupled with some amazing looks would make for a very appealing product. The question then is will Toyota make this rugged machine? If so our Toyota lovers would be very pleased. Especially since the range already sells a boat load every month.

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