Discover how the Ford Ranger outsold rivals to capture 69% of Vietnam’s pickup market in 2025. Explore the sales data and future challenges. Read more now.
Since Mazda discontinued the BT-50, Vietnam’s pickup‑truck segment now has only five official models. The lone American offering is the Ford Ranger, while the remaining four are Japanese: Mitsubishi Triton, Toyota Hilux, Isuzu D‑Max and Nissan Navara (sales figures for Navara are not disclosed).
Ranger’s Record‑Breaking Numbers
According to the Vietnam Automotive Manufacturers Association (VAMA), the Ford Ranger sold 18,692 units in 2025 – the highest volume of any pickup in the market. December alone saw 2,199 Rangers leave showrooms, the strongest monthly result of the year.
Ranger’s average monthly sale was roughly 1,558 units, keeping it comfortably above the 1,000‑unit threshold that defines a “king of pickups.” Altogether, the model accounted for about 69% of the 27,093 pickups bought by Vietnamese consumers in 2025.
How the Japanese Rivals Fared
The remaining three Japanese pickups posted respectable numbers but could not close the gap:
- Mitsubishi Triton: 4,303 units (≈16% market share)
- Toyota Hilux: 3,501 units (≈13% share)
- Isuzu D‑Max: 597 units (≈2.2% share)
Nissan Navara’s sales are not publicly reported, making its exact position unclear.
What’s Driving the Gap?
The Ranger’s dominance stems from a well‑rounded package of power, durability, and an extensive dealer network that resonates with both private owners and commercial fleets. Its strong resale value and broad range of trims also help maintain a steady flow of buyers.
Upcoming Threats and New Launches
Japanese manufacturers are not standing still. Key updates slated for 2024‑2025 include:
- Mitsubishi Triton – a new generation launched in September 2024 with refreshed styling and improved off‑road capability.
- Isuzu D‑Max – a facelift introduced a month later at the VMS 2024 event, featuring a revamped cabin and mild‑hybrid assistance.
- Nissan Navara – a refreshed version unveiled in July 2024 with a modern interior and a slight price cut (sales data still pending).
- Mazda BT‑50 – a completely redesigned model appeared in Southeast Asia in December 2024, but it has yet to enter the Vietnamese market.
- Toyota Hilux – the global 2025‑model was released in November 2025 and is scheduled for a local debut this week. It showcases a bold new front fascia, full‑LED headlights, and a revised rear logo. While a full‑electric variant is unlikely to arrive soon, Toyota may introduce a 48‑V mild‑hybrid version that keeps the 2.8‑L diesel engine but adds fuel‑efficiency benefits.
These launches could inject fresh competition, especially if hybrid or electrified options gain traction among cost‑conscious fleet operators.
Market Outlook
Overall pickup sales in Vietnam rose from 23,163 units in 2024 to 27,093 units in 2025, despite the reduced model lineup after Mazda’s exit. While the Japanese segment grew year‑over‑year, it remains far behind the Ranger’s juggernaut performance.
For the Japanese brands to reclaim relevance, they will need to accelerate product innovation, possibly embracing mild‑hybrid technology or more aggressive pricing strategies. Until then, the Ford Ranger is set to keep its throne as the undisputed leader of Vietnam’s pickup market.
Key Takeaways
- The Ford Ranger captured 69% of Vietnam’s 2025 pickup market, selling nearly 19,000 units.
- Japanese rivals together accounted for roughly 31% of total sales, with Mitsubishi Triton leading that group.
- New model launches in late 2024 and 2025 could tighten the competition, especially if hybrid technology becomes a selling point.
Stay tuned as the next chapter of Vietnam’s pickup‑truck showdown unfolds.