Toyota Fortuner axed: slow-selling Hilux-based SUV surrenders to dominant Everest and MU-X  

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Toyota has waved the white flag in the ute-based SUV segment, confirming there will no new Fortuner based on the freshly unveiled 2026 Hilux.

The Toyota Fortuner has struggled against the Ranger-based Ford Everest and D-Max-based Isuzu MU-X since it was released in 2021.

Australian families seeking an off-road-capable Toyota SUV have instead swarmed to the Prado, despite the Fortuner’s cheaper buy-in price (and shared engine/gearbox). 

It was even removed from sale in New Zealand in recent years, due to slow sales demand. However, Toyota Australia said it would keep selling the Fortuner in the Australian market. Not any more, though, with the recent announcement from Toyota that the model will be discontinued in the coming year. 

“With the launch of this new-model Hilux, I would also like to announce that Toyota will be discontinuing the Fortuner SUV that shares the same platform as the current generation Hilux from about mid next year,” said Sean Hanley, Toyota Australia’s vice president of sales, marketing and franchise operations. 

“Of course, Fortuner has been a great product for us over the years and found a relatively small but enthusiastic customer base but with production ending next year and customer preferences shifting in Australia we made the decision to discontinue the Fortuner.” 

“With the launch of this new model Hilux, I would also like to announce that Toyota will be discontinuing the Fortuner SUV that shares the same platform as the current generation Hilux from about mid next year,” said Hanley. 

Fortuner registrations have actually increased by 18 per cent year on year, according to official industry figures, though the total of 2928 units to the end of October compares with 23,298 Prado registrations in the same period.

Toyota’s suburbs-friendly Kluger large SUV has more than 7000 registrations for the year to date.

Two of the Fortuner’s most direct, ute-based rivals also sell in significantly higher volume. Ford’s Everest has 21,915 registrations to October, followed by Isuzu’s MU-X with 12,499 registrations.

Pricing for the 2025 Toyota Fortuner starts at $58,905 for GX specification, $62,280 for mid-spec GXL and $72,535 for top spec Crusade. These prices are driveaway, and correct at the time of publication.