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Best seller in Southeast Asia, why do people absolutely not see this Toyota in North America?

The Toyota Hilux is one of the most popular cars on the planet. In addition to its impressive performance on the road, the smoothness and comfort of the ride as well as the harmonious interior make it a favorite pickup truck. In fact, this is the best-selling car model in Southeast Asia in 2021 with sales of more than 176,000 vehicles, accounting for 6.5% of total market sales.

Given its popularity, it’s surprising that you rarely see a Hilux in the North American market, especially in newer versions. Why?

Best seller in Southeast Asia, why do people absolutely not see this Toyota in North America?  - Photo 1.

History of Toyota Hilux

Toyota initially launched the Hilux for the Japanese market in 1968. Not long after, its success led the Japanese automaker to decide to bring it to the international market. The Hilux arrived in North America in 1972 and replaced three other Toyota models.

When launched in the North American market, it was the 2nd generation of Hilux. It even received the title of Truck and Pickup of the Year in 1976.

The Hilux proves it to be a durable car, even after decades of use. In 2007, Jeremy Clarkson bought a Toyota Hilux for Top Gear to prove if what Toyota said about the Hilux was true. Toyota previously said the Hilux is the most durable car in the world.

Clarkson used a series of tests to see how durable the car was. The 1988 Hilux has “survived” many challenges such as being immersed in sea water for a night, being hit by a trailer, and even being burned – even though it had already traveled 190,000 miles when it was purchased.

Hilux leaves the US market

Toyota Hilux has an impressive start and is becoming more and more popular. In the 90s, the Toyota Pickup (an alternative name for the Hilux) was a popular choice. Users like the car not only because it performs well but also because of its comfortable driving experience and beautiful interior.

Even so, the Toyota Hilux disappeared from the North American market in 1995. One of the reasons Toyota withdrew the Hilux from the US market was due to safety and emissions standards. Currently, Toyota no longer produces the Hilux in the US and replaces it with the Tacoma.

However, theoretically one can still import Toyota Hilux to the US, but at a very “expensive” price. Due to the US government’s tax policy called “Chicken Tax”, light trucks manufactured outside of the US will be subject to a 25% tax. The 25% price increase makes the Hilux too expensive to compete with other small pickups in the US.

If the Hilux is made in the US, the buyer will not have to pay the above tax.

Substitute: Tacoma

Like the “elder”, Tacoma is also favored by the market after landing in the US. Although it shares many similarities with the Hilux, a few differences make the Tacoma more suitable for American users.

Best seller in Southeast Asia, why do people absolutely not see this Toyota in North America?  - Photo 2.

Hilux and Tacoma share the same platform, but Tacoma is wider, suitable for wide roads in the US. Tacoma’s design language is also more “aggressive”, similar to many other popular pickup models in the US.

Another difference is that Hilux is equipped with a range of engine options and many of them use diesel engines. Light-duty pickups with diesel engines are not so popular with American users.

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