Inside Line Top Stories Global Newsfeed Deep Research About Partner with Us Help Centre Contact Membership Sign In
Search
Press Enter to search, Esc to close

Do reports of a looming Ute Avalanche mean we have reached Peak Ranger?

Inside Line

Multiple new entrants and more competition than ever, not just in terms of choice but also in technology and capability... the Australian ute marketplace has never been more dynamic. So, does it follow that the established players have reached their sales peaks and the only way is down?

Mike Sinclair
9 April 2025 · 5 min read

Multiple new entrants and more competition than ever, not just in terms of choice but also in technology and capability... the Australian ute marketplace has never been more dynamic. So, does it follow that the established players have reached their sales peaks and the only way is down?

The humble ute was once a purely utilitarian vehicle for tradies and farmers with a sheepdog in the tray. Fast forward to 2025, and it has become Australia's most sought-after vehicle type.

For years, Ford's Ranger and Toyota's HiLux battled it out for supremacy in what has become a lucrative market. But as new competitors flood in from all directions, it's time to ask: have we reached Peak Ranger?

This article is for members

Sign in to continue reading, or join to unlock this article and hundreds more.

Join now

Gold members get

  • Inside Line exclusive content
  • Executive summaries with every headline
  • Member discussions with industry peers
  • Brand homepages and full search access

From $12.50/month

BYD Ford GWM Haval Hyundai Isuzu Isuzu Ute JAC Kia LDV Mazda MG Mitsubishi Nissan Ram Smart Toyota
Mike Sinclair
Mike Sinclair
Partner and Principal Columnist, TheAutoExec Network

Mike Sinclair is an equity partner and Principal Columnist for TheAutoExec Network. Mike has been testing and writing about cars, motorcycles and more for over 30 years. He was a key executive team member when ACP Media and Carsales formed Australia's leading automotive, industrial, marine and motorcycle online network in the 2000s, and the driving force behind the launch of motoring.com.au. For two decades, Mike led the large multimedia and editorial team at Carsales, and all PR and corporate communications. With significant exposure to both OEM and dealership disciplines, Mike now consults with a number of key brands on a range of automotive and powersports opportunities.

Member Discussion

More from Inside Line
Mike Sinclair · 5 hours ago

Zeekr’s head of marketing is betting on TV, airports, and full-spectrum media – not just social
Mike Sinclair · 1 day ago

The tax that outlived its reason: BMW and Polestar unite in the case against LCT
Mike Sinclair · 2 days ago

Frank Li’s premium gambit: how Zeekr is winning a fight no Chinese brand has tried before
Mike Sinclair · 5 days ago

Industry welcomes EV tax break changes, Polestar pushes back