The Ford Ranger achieved the title of best-selling mid-size pickup truck in Brazil in July, breaking a long streak of dominance by the Toyota Hilux in the national market. The Hilux had maintained monthly leadership for 58 consecutive months, nearly five years.
Data from Renavam, compiled by Fenabrave, indicated that the Ranger registered 3,402 registrations, surpassing the Japanese competitor's 3,369 by a narrow margin of only 33 units. It is important to note that the last time another vehicle surpassed the Hilux in a single month was in August 2021, when the Chevrolet S10 achieved 4,798 registrations against Toyota's 4,363.
With this result, the Ranger captured 25.2% market share in the segment. The performance of the Ford pickup showed a growth of 15.3% compared to June, while the overall pickup sector suffered a retraction of 0.8%. According to the manufacturer, this advance was mainly driven by high-end versions, such as XLT, Limited, and Raptor, with the 250 hp 3.0 turbodiesel V6 engine cited as a decisive factor for purchase.
Raul Limongi, Director of Sales and Services for Ford South America, stated that achieving leadership represents recognition of the quality, technology, reliability, and strength of the Ranger, making it the preferred pickup truck in Brazil.
Although the change occurred monthly, the Toyota Hilux still holds a considerable advantage in the accumulated period from January to July, with 26,732 registrations versus the Ranger's 20,377. The Toyota pickup has led the category on an annual basis since 2016 and is heading towards its tenth consecutive year in this position.
The proximity between the models can be explained by the product life cycle. The Ranger version currently sold in Brazil belongs to the generation launched in June 2023, bringing renewed platform, body, and interior. Its line ranges from the XL aimed at fleet operators to the Raptor, offering options such as the 170 hp and 41.3 kgfm 2.0 turbodiesel, the 250 hp and 61.2 kgfm 3.0 turbodiesel V6, and the top-of-the-line 3.0 V6 biturbo gasoline model with 397 hp and 59.4 kgfm, exclusive to the Raptor.
In contrast, the Hilux derives from the generation presented globally in 2015, undergoing continuous updates. Toyota's Brazilian offering is more focused, with the 2.8 turbodiesel delivering 204 hp and 50.9 kgfm in automatic versions, and a specific configuration of 224 hp and 55 kgfm for the GR-Sport. However, Toyota offers a wider variety of work configurations, including single cab and chassis.
The good performance of the Ranger contributed positively to Ford's global results. The manufacturer registered 5,231 vehicles registered in July, an increase of 12.6% compared to June, surpassing the industry's growth of 2.6%. Furthermore, the F-150 maintained its position as the leader among large pickups up to 3.5 tons, with 115 units, and the Territory was listed as the manufacturer's second best-selling model, with 818 registrations.



