Australia: April 2025 – Toyota HiLux is back atop the charts – PHEVs take a hit The Australian new vehicle landscape underwent some significant changes last month with plug-in hybrid (PHEV) options taking a hit, while the Toyota HiLux once again reclaimed the title of best-selling vehicle in the country.
Summarized Market Analysis: The Trend is Lower
Australia saw 90,614 new vehicle sales in April 2025, down 6.8 per cent on April 2024’s 97,202 sales. This declining trend revealed the persisting economic challenged being felt in the consumer’s pockets irrespective of market segments.
With one less selling day when compared to April 2024 (23 days for April 2025 vs. 24 days for April 2024), the daily selling rate decreased compared to the same period a year ago for the compact automaker, from 4,050 vehicles per day to 3,939.7 vehicles per day.
Where the King Is Back: HiLux Back On Top
After the Ford Ranger overtook the Toyota HiLux for the first time in quite a few months, the HiLux struck back with a vengeance, taking the mantle back with 4,121 sales in April over the Ford’s 4,031. This is a remarkable reversal of fortune following months of domination by the Ranger.
The 5 Best Selling Vehicles of April
Toyota HiLux: 4,121 units
Ford Ranger: 4,031 units
Toyota RAV4: 3,808 units
Ford Everest: 2,234 units
Toyota Prado: 2,233 units
It makes for astounding competition between two ute heavyweights – race is on, battle is raging – with the HiLux just keeping a whisker-thin 90-unit margin over the American pick-up.
Brand Performance: The Toyota Unipolarity
Australia’s number one automotive company, Toyota, had the highest April sales with 19,380 sales, then Ford with 7,334, and Mazda at 6,573. Toyota led Ford by 12,046 vehicle sales, or a market share difference of 13.3%.
Market Segments: Some Gains, Some Losses
Differential impacts were shown among vehicle types in market segment analysis:
Passenger Motor Vehicle Market: 4,741 units (-27.4%) vs April 2024
S.U.V. Market: +44 (0.1%)
Light commercial: Down 990 (-4.6%)
Heavy Commercial Vehicle Market: Decreased by 901 units (-20.8%)
The SUV segment also sees some lift with marginal growth, continuing its performance in tough market conditions and accounting win 60.3 per cent of total sales.
It’s Here: FBT Hits The Fansifold PHEV Sales in Freefall
The thing, however, that made the biggest difference in April was the huge fall in sales of plug-in hybrid electric vehicles, after the partial removal of fringe benefits tax (FBT) concessions on 1 April 2025. PHEV sales fell to 2,601 vehicles in April, or 2.9% of the market – down from 4.7% year-to-date through March 2025.
This is a reminder of the instantaneous effect policy can have on the market, with the financial motivation for PHEV purchase through novated lease removed. From January to September 2024 a total of 15,546 PHEVs were sold (up 120.5% on the previous year), with the FBT exemption having been largely responsible.
Regional Variations
Performance by jurisdiction Australian liquor sales by performance, July 2011 to June 30, 2015:
Australian Capital Territory: -17 (1,198 units)
New South Wales: -7.5 per cent (27,071 units)
Northern Territory: -2.4% (838 units)
Queensland -3.2 per cent (20,000+ units)
This regional discrepancy implies differing economic stress and market conditions in different areas of the country.
The Chinese Factor: More Strengthening of the Market.
Chinese cars have continued to grow in popularity in Australia, represented by MG, GWM, BYD, LDV, and Chery reaching a 12–percent market share collectively at the start of 2025. Industry analysts estimate that could reach 20% by the end of the year, aided by a wide range of models and competitive pricing strategies.
Slowdown in Electric Vehicle Market
Though PHEVs suffered the steepest drop, pure electrics also failed to garner support, representing just 5% of the market – far from the emissions-cutting targets set by government. E-vehicles During Launch Scenario Industry leaders wary of decline in EV purchases during NVES launch.
In the Industry: What the Future Holds
There are a handful of reasons for what will be in the automotive world the challenging landscape:
Cost of Living Pressures: Declining private demand with household interest rate and inflation worries
Dealer Saturation: Growing stock levels resulting in improved competition and discounting
Policy Uncertainty — Federal Election and Environment regulations changing, making markets feel uneasy
Moving to a Low Emission – Industry in uphill battle to deliver on bold emissions goals given current customer preferences
Toyota’s Future Strategy
Toyota has been working on market shifts, the next generation of the HiLux is set for release in 2025. The new model probably will include:
Improved mild-hybrid tech (V-Active system itself is 48V)
Reduced fuel usage (10 percent and higher less fuel consumption)
Some excellent diesel engines for the segment Lighter and smaller, new eight-speed automatic transmission (to replace current six-speed)
TNGA-F platform architecture
It’s also been confirmed that there will be a plug-in hybrid HiLux coming, so it’s clear the company has an eye on trends and changes in the vehicle market and what is being demanded … and regulated.
Markets and Plugin Vehicles -from Pre FBT Rush to Post FBT Reality
The PHEV market clearly illustrates to what extent consumers and purchasing decisions are being influenced by these changes in policy. In the months before April 2025, sales of PHEVs went through the roof as people sought to purchase the vehicles before the FBT exemption was removed. The BYD Sealion 6 and imminent Shark 6 ute were big beneficiaries of the bounce.
After April, however, the market returned to how things were before the FBT exemption and PHEVs were on an even playing field in terms of pricing and features, rather than tax advantages. This phase also showcases the fine line that exists between government incentives and market demand that is sustainable.
In Summary
The sales numbers for April 2025 show a market that is shifting, traditional strongholds reasserting themselves while new tech finds itself facing regulatory headwinds. There remains a soft spot for Australia’s workhorse ute, with the Toyota HiLux back on top of the charts, showing how the wider market is shrinking.
The PHEV collapse should be a strong lesson about just what effects policy can have on car markets, and what the most efficient route to slashing Australia’s emissions might be. Throughout the year, observers will closely watch whether traditional titans in the market can solidify their leadership in an era of technological disruption and economic uncertainty.
Against the backdrop of possible interest rate cuts, and more and more Chinese brands entering the market, the second half of 2025 looks set to be just as much in the spotlight for the Australian automotive landscape.