A Fortuner That’s Losing Its Shine
Toyota is the biggest automaker in the world right now in terms of sales, and SUVs, well, are the preference of the market. A Toyota SUV seems to be the best combination for a bestseller, but unfortunately, that’s not the case with the Fortuner.
The Toyota Fortuner is something a purist would call a real SUV, complete with a ladder-frame chassis, locking differentials, and capabilities that would make popular soft-roaders blush. It is, after all, the SUV version of the indestructible Hilux, just the same as the 4Runner is to the Tacoma. It’s quite popular in many countries where it’s sold.
In India, it continues to dominate the midsize SUV market, even recording segment-leading sales through 2024. The Philippines tells a similar story – between January and September 2025, the Fortuner is the country’s best-selling midsize SUV.
But that’s not the case in Australia. The Fortuner isn’t selling well in the Land Down Under, and it’s in peril of getting axed.
Toyota
A Shift in the Australian Market
According to a report from Drive, Toyota has decided to pull the plug on the Fortuner in 2026. The model has been outsold eight to one by the Land Cruiser Prado (known as the Land Cruiser in the US and Land Cruiser 250 in other parts of the world) this year, and with production ending next year, Toyota Australia is set to concentrate on models with stronger market demand.
To put things in perspective, Toyota sold just 2,928 Fortuners so far in 2025, while the Prado managed 23,298. The Ford Everest followed closely with 21,915 units. Even the Isuzu mu-X and Mitsubishi Pajero Sport performed better.
Pricing adds more context: the Fortuner currently ranges from AUD 58,000 to 71,000 (about S37,000-45,000), while the Land Cruiser Prado sits higher at AUD 77,000 to 106,000 (roughly $50,000-69,000). Despite the premium, Australian buyers evidently prefer the Prado.
Joe Santos
Cannibalization and Market Behavior
As mentioned, the Fortuner’s decline in sales can be traced to the Prado’s popularity among Australian buyers. While both share similar capabilities and target market, the Prado benefits from a stronger appeal with its perceived value. Plus, it rides on a newer platform, as compared to the aging IMV of the Fortuner. The upcoming next-generation Hilux, expected by mid-2026 with a revised but same IMV platform, likely affected Toyota’s decision to streamline its lineup.
In the US, Toyota’s lineup tells a different story. The 4Runner, which fills a similar role to the Fortuner, continues to outperform the Land Cruiser. As of September 2025, Toyota reported that the 4Runner sold nearly twice as many units as the Land Cruiser, which proves that when positioned correctly, two rugged SUVs can coexist.
