New Toyota Hilux range to take-on the Chinese

Line-up grows to 35 models, price cuts of up to $8000
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Toyota has overhauled its Hilux ute range and cut most prices in its boldest move yet to protect its commercial vehicle dominance and prepare for an onslaught of new rivals and cheap Chinese pick-ups.

The Hilux utility range has grown from 32 models to 35 and, in the process, Toyota has killed off four variants and added seven new price-busters. The range now starts at $18,990 for a basic cab-chassis – a rise of $500 – but that model gains anti-lock brakes and a new audio system, as well as the new front-end appearance that distinguishes the updated model.

But the entry price into a number of key models has been slashed by up to $8000. For example, the starting price of a crew cab 4x4 diesel is now $38,990 – previously it was $44,890. Even the top-line SR5, which accounts for more than one-third of Hilux sales, has been trimmed by $2200 – now $53,490 in 4x4 crew cab turbo diesel automatic form.

“Despite some brave statements by some commentators, there is still plenty of fight left in Hilux,” said Toyota Australia Executive Director of Sales and Marketing, Dave Buttner, at the launch of the updated model in Townsville today.

“We understand that price has become something of a focus for our competitors. The changes we are announcing today comprehensively address that.

“Until now, we have not had an entrant in the Level One, which has grown to 15 per cent of the overall 4x4 market. We are now going to fill that gap with four new Workmate models.”

Check back later for more Hilux news.

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