Market Insight: Large SUV segment spotlight

TOYOTA’S 250-series LandCruiser Prado is making its presence known among large SUV segment rivals in the sub-$80K category, towering over second-placed rival, the Ford Everest, with a staggering year-to-date sales figure of 13,406 units – a 286.1 per cent increase over the same time last year.

So far this year, the LandCruiser Prado has taken a comfortable 3817-unit YOY lead over the popular Everest, which in turn is outpacing its nearest rival and third-placed Isuzu MU-X by a substantial 3804 examples.

Other body-on-frame segment rivals include the Jeep Wrangler (183 YTD unit sales), Mitsubishi Pajero Sport (2238 YTD unit sales), and Toyota Fortuner (1545 YTD unit sales).

Australia's sub-$80K large SUV segment is bustling with both off-roaders and bitumen-biased models, including a growing range of newcomers from Chinese brands.

The Chery Tiggo 8 Pro is performing solidly against the YTD yardstick with sales of 1179 units, as are the GWM Tank 300 (1756) and Tank 500 (569) duo. The LDV D90 is holding its own with 1289 sales, a figure certain to be challenged by the all-new MG QS seven-seat SUV expected imminently.

Korean trio Hyundai, KGM-SsangYong and Kia are performing steadily with the former’s Palisade and Santa Fe accruing YTD sales of 847 and 2637 respectively. Kia places second among its compatriots with 4198 Sorento sales, while the Rexton tails on 677 units.

From Japanese importers Mazda, Nissan, and Subaru we find monocoque (unibody) five- and seven-seat competition in the form of the CX-80, Pathfinder, and Outback with sales of 1757, 338, and 3646 units respectively.

Those models continue to outsell European-sourced entrants from Peugeot, Skoda, and Volkswagen, their 5008, Kodiaq, and Tiguan Allspace models tallying combined sales of just 2281 units.

According to Toyota Motor Company Australia (TMCA), early success of the new-generation LandCruiser Prado is no coincidence.

Speaking with GoAuto this week, a TMCA spokesperson said the model continues to trade on the reputation of its lineage, with the GXL grade doing its share of the heavy lifting.

“We are pleased to see the LandCruiser Prado 250 Series carrying on the successful legacy forged by its predecessors,” the spokesperson said.

“With family-friendly amenity, serious off-road capability and typical Toyota quality, durability and reliability, the LandCruiser Prado has always appealed to a broad subset of Australian customers.

“The 250 Series builds on those traits and raises the bar further, along with enhanced technology, greater comfort and a stylish design.”

As reported by GoAuto previously, the Toyota LandCruiser Prado is expected to sell an unprecedented 27,000 units in its first 12 months on sale.

If achieved, this would result in the fifth-generation model selling 5700 units more than in its previous best-selling year (2021), continuing its domination over body-on-frame rivals from Ford and Isuzu.

Based on the LandCruiser Prado’s sales performance to date, it is forecast the model is on track to reach its projected 27,000-unit target by the end of the calendar year.

 

Large SUV under $80K segment – Top 10 model sales YTD 2025*:

	May 2025	May 2024	Variance
Toyota LandCruiser Prado	13,406	3472	+286.1%
Ford Everest	9589	9009	+6.4%
Isuzu Ute MU-X	5785	8519	-32.1%
Kia Sorento	4198	4600	-8.7%
Subaru Outback	3646	4499	-19.0%
Toyota Kluger	3489	3223	+8.3%
Hyundai Santa Fe	2637	1881	+40.2%
Mitsubishi Pajero Sport	2238	3572	-37.3%
Mazda CX-80	1757	N/A	N/A
GWM Tank 300	1756	1811	-3.0%

*All sales data supplied courtesy of VFACTS.