The Toyota Fortuner off-roader has been axed from Australia after greater than a decade as considered one of the brand’s slowest-selling vehicles.
“Fortuner has been an amazing product for us over time and located a comparatively small but enthusiastic customer base,” said Toyota Australia vp of sales and marketing, Sean Hanley, in a media briefing.
“But with customer preferences shifting in Australia, we made the choice to discontinue the Fortuner.”
The Fortuner will exit Australian showrooms in mid-2026, but Toyota Australia says buyers have already been moving to vehicles elsewhere in its lineup.
“Largely, they’re moving back into HiLux, or they’re moving into [LandCruiser Prado or LandCruiser 300 Series] SUV,” said Mr Hanley.
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Sales between January and the tip of October 2025 see the Fortuner’s 2928 figure comprehensively beaten by the rival Ford Everest’s 21,915 result and the Isuzu MU-X’s 12,499.
The seven-seat Fortuner was launched in Australia in 2015 with a starting price of below $50,000 ($47,990) before on-roads.
It was pitched by Toyota as a diesel alternative to the petrol-only Kluger SUV (now available exclusively as a hybrid) and used HiLux underpinnings with the identical 2.8-litre turbo-diesel four-cylinder engine and a alternative of rear- or four-wheel drive.
The Fortuner was cheaper than its Everest sparring partner, which also arrived as a brand new nameplate for Ford Australia in 2015, priced from $54,990 before on-roads.
The Everest was – and stays – based on the Ranger’s ladder-frame chassis, but Ford pitched its off-road 4×4 against the dearer and more formidable Toyota LandCruiser Prado, which it outsold in 2024 with 26,494 sales.
Yet the Fortuner’s best annual result here was only 4614, achieved in 2022 when the Everest tallied 10,314 sales and the MU-X found 10,987 buyers. That 12 months, the Prado recorded 20,710 sales.
The Fortuner’s average full-year sales (2016 to 2024) figure was a meagre 3481.
It has been consistently outsold by the pricier Prado, even in 2024 when that model had interrupted supply throughout the changeover to a brand new generation. Toyota delivered 3042 Fortuners last 12 months against 9802 Prados.
Mr Hanley said the corporate didn’t view the Fortuner’s Australian stint as a failure.
“Each product we put out there has a task; Fortuner had a task we knew was never going to be the primary selling Toyota,” he said.
“It [the Fortuner] was a hit in what we wanted it to do, but with the expansion of the HiLux range and rationalisation of the product offering, it’s just a standard business case for us.”
While a new-generation LandCruiser Prado arrived in Australia in late 2024, Toyota announced an expanded HiLux lineup this week for the brand new generation of its hottest model.
This Article First Appeared At www.carexpert.com.au
