By After more than ten years on the market, Toyota has officially decided to discontinue the Toyota Fortuner in Australia — marking the end of one of the brand’s slowest-selling models.
“Fortuner has been a great product for us over the years and found a relatively small but enthusiastic customer base,” said Sean Hanley, Toyota Australia’s Vice President of Sales and Marketing, during a media briefing. “But with customer preferences shifting in Australia, we made the decision to discontinue the Fortuner.”
The seven-seat off-roader will leave Australian showrooms by mid-2026, though Toyota says buyers have already begun moving to other models in its range. “Largely, they’re moving back into the HiLux, or they’re moving into [LandCruiser Prado or LandCruiser 300 Series] SUV,” Hanley added.
According to car.news, the decision aligns with Toyota’s broader strategy to streamline its SUV and off-road lineup, focusing on models with stronger market demand and brand positioning.
A Decade of Modest Performance
Launched in 2015, the Toyota Fortuner entered the market as a rugged, diesel-powered alternative to the petrol-only Kluger SUV (now hybrid-only). Priced from $47,990 before on-road costs, it shared its underpinnings with the HiLux and featured the same 2.8-litre turbo-diesel four-cylinder engine, available in both rear- and four-wheel drive variants.
Despite its durability and Toyota reliability, the Fortuner struggled to capture a significant market share. Between January and October 2025, it recorded only 2,928 sales, dwarfed by competitors like the Ford Everest (21,915) and Isuzu MU-X (12,499).
Even at its peak in 2022, the Fortuner achieved just 4,614 sales, compared to 10,314 for the Everest and 10,987 for the MU-X. Its long-term performance averaged only 3,481 units annually from 2016 to 2024 — far below the more expensive LandCruiser Prado, which remained a dominant force despite temporary supply disruptions.
A Strategic Exit
While some might see the move as a setback, Toyota maintains that the Fortuner fulfilled its intended role. “Each product we put in the market has a role; Fortuner had a role we knew was never going to be the number one selling Toyota,” Hanley explained. “It was a success in what we wanted it to do, but with the expansion of the HiLux range and rationalisation of the product offering, it’s just a normal business case for us.”
The discontinuation comes amid a period of expansion and renewal for Toyota. The new-generation LandCruiser Prado launched in late 2024, while the company recently announced an expanded HiLux lineup catering to evolving consumer needs.
According to car.news, Toyota’s pivot signals a future focused on efficiency, electrification, and aligning its SUV portfolio with customer trends — ensuring that even as the Fortuner exits, the brand’s off-road legacy continues stronger than ever.
The post Toyota Fortuner Axed from Australia After More Than a Decade first appeared on Mediamark Digital.
Comments