Why are people more willing to choose Toyota Hilux instead of Isuzu D-Max?

【PCauto】Which pickup truck is the best-seller in the market? The answer is, without a doubt, the Toyota Hilux. It maintains its position as the best-selling pickup truck in Malaysia by a significant margin, selling about 2,500 units per month, followed by the Isuzu D-Max (around 500 units).

Why are the sales of the Isuzu D-Max lagging behind the Hilux?

The Toyota Hilux made its debut in 1968 and has since undergone eight generations of development. With cumulative global sales exceeding 20 million units across more than 180 countries, it has firmly established itself as one of Toyota's cornerstone models.  Its long history and well-earned reputation for bulletproof reliability form the very foundation of the Hilux's standing in the global pickup market.

As the Hilux's primary competitor has earned significant consumer favor by leveraging its robust off-road capabilities. Equipped with the Terrain Command four-wheel-drive system, it can maintain stable traction even on slippery roads during the rainy season.

Furthermore, the D-Max boasts a towing capacity of up to 3.5 tons and a payload capacity of over 1 ton, making it perfectly suited to the demands of both goods transport and agricultural applications.

Benefiting from Isuzu's expert chassis tuning, the D-Max tackles harsh terrain with confidence without sacrificing comfort on the smooth highway. By striking an ideal balance between these two domains, the D-Max has become a favored choice, especially for those who seek a single vehicle that doubles as a reliable workhorse and a comfortable daily driver.

What are the key differences in configuration between Hilux and D-Max?

The powertrain differences between Hilux and D-Max are significant

Hilux offers 2.4L and 2.8L diesel engine options, with the 2.8L turbocharged diesel engine adopting V-Active technology.

In the GR Sport version of the Hilux, the maximum power output reaches 165 kW, and the maximum torque is 550 Nm. It is paired with either a 6-speed manual or a 6-speed automatic transmission, as well as a part-time four-wheel-drive system, allowing for flexible switching between two-wheel drive and four-wheel drive modes.

In contrast, the D-Max offers engine displacements of 1.9L, 2.2L, and 3.0L, with transmissions including 6MT, 8AT, and 6AT. For instance, the 2025 V-Cross series is equipped with a 3.0L engine and a 6AT transmission, coupled with a 4×4 four-wheel-drive system, for even more capable off-road performance.

It is particularly noteworthy that the Hilux's 2.8T diesel engine outputs 204PS and 500N·m, while the D-Max's 3.0T diesel engine outputs approximately 190 hp (140 kW) and 450 Nm of torque. The Hilux boasts not only superior power but also superior tolerance for varying diesel quality—a critical advantage in some regional markets—compared to the D-Max.

Hilux's safety and technology features hold an advantage

The Hilux comes standard with safety systems such as ABS, EBD, BA, VSC, TRC, HAC, and DAC, with some models also featuring blind spot monitoring. In terms of technology, it includes an 8-inch touchscreen supporting Apple CarPlay and Android Auto, wireless charging, as well as dual-zone automatic air conditioning.

In terms of passive safety, the Hilux is equipped with seven airbags plus a knee airbag, helping it achieve a 92% occupant protection rating in the ASEAN NCAP crash test, while the D-Max offers only 6 airbags and scores 86%.

When it comes to active safety, the D-Max's driver-assist systems are offered on just half of its models, whereas the Hilux comes with Toyota Safety Sense (TSS) as standard on every variant. This disparity underscores a clear and significant disadvantage for the D-Max in terms of overall safety coverage.

These gaps make the Hilux more popular in the market. However, the more significant advantage lies in its reliability. While the D-Max is also reliable, the Hilux holds an unshakeable reputation.

How reliable is the Hilux?

The Hilux's IMV ladder-frame chassis is highly praised for its durability, whereas the D-Max's chassis design, although practical, has been observed to show more wear in long-term reliability tests.

The famous British car show "Top Gear" once subjected the Hilux to a series of extreme durability tests. These tests profoundly reshaped people's perception of the Hilux.

During the segment, the Hilux was subjected to a series of extreme tests including being dropped from a height, immersed in seawater, set on fire, and even struck with a wrecking ball. Despite all this, the pickup was still drivable, demonstrating astonishing reliability.

Hilux's reliability has made it the top choice for professions like farmers and construction workers. Its high ground clearance and sturdy body construction make it ideally equipped for the specific conditions found in these areas.

Additionally, the truck is backed by a vast and well-established maintenance network, a key factor in solidifying buyer confidence in the Hilux.

With its reputation for being nearly indestructible, Hilux attracts a majority of users who are farm owners, and the modification rate of its cargo bed is as high as 74%.

In contrast, the D-Max appeals more to construction contractors and off-road club members, accounting for 38% and 51% of its user base, respectively.

This user profile reinforces the Hilux's identity as an indispensable production tool, whereas the D-Max leans more towards lifestyle applications. However, as the market places greater value on vehicle reliability, the Hilux's advantage becomes more pronounced.

The All-New Hilux is Coming Soon

The Toyota Hilux is now in its eighth generation, first released in 2015, and it has been nearly 10 years without a full redesign.

In 2020, Toyota implemented a mid-cycle refresh for the Hilux, upgrading its exterior design and certain features, especially with the Rocco and GR Sport versions that added sportier styling elements.

According to reports, the next-generation Hilux is reportedly set to debut in Thailand in November. It will carry over the IMV ladder frame chassis to ensure durability, while the entire vehicle will receive innovative upgrades, such as a more efficient powertrain and a richer set of in-cabin features.