Toyota Australia has officially confirmed that the Fortuner SUV will be discontinued from its model lineup due to declining sales and low market demand. The announcement marks the end of one of Toyota’s longest-running SUV nameplates in the Australian market, where it has struggled to maintain traction against rivals like the Ford Everest and Isuzu MU-X.
The decision was confirmed by Sean Hanley, Vice President of Sales and Marketing at Toyota Australia, who stated that the Fortuner had “fulfilled its objectives” but no longer fits into Toyota’s evolving product strategy in the region.
Fortuner’s 11-Year Journey Ends in Australia
The Toyota Fortuner, introduced in Australia in 2015, shares its IMV platform with the Hilux pickup truck and the Innova Crysta MPV. However, while these models enjoy strong demand in many Asian markets — particularly India — the story has been quite different in Australia.
Over the past decade, the Fortuner has failed to replicate the success of its siblings, despite its rugged body-on-frame construction and off-road capability. The Ford Everest and Isuzu MU-X have consistently dominated the full-size SUV segment, offering greater refinement and broader appeal.
Between January and October 2025, Toyota Australia sold just 2,928 units of the Fortuner — a fraction of what its competitors achieved during the same period:
| Model | Units Sold (Jan–Oct 2025) |
|---|---|
| Ford Everest | 21,915 |
| Isuzu MU-X | 12,499 |
| Toyota Land Cruiser | 23,298 |
| Toyota Fortuner | 2,928 |
The numbers make it clear — while the Hilux and Land Cruiser Prado continue to perform exceptionally well in Australia, the Fortuner’s modest sales volumes simply could not justify its continued production.
Price and Positioning Challenges
In Australia, the Toyota Fortuner was priced between AUD 59,044 (₹34.35 lakh) and AUD 72,570 (₹42.23 lakh), placing it in close proximity to the Land Cruiser Prado, which starts at AUD 78,550 (₹45.71 lakh).
This narrow price gap created a challenge for Toyota — most buyers preferred to either choose the more versatile Hilux pickup or stretch their budget slightly for the more luxurious Land Cruiser Prado.
Sean Hanley acknowledged this in a recent statement:
“Customers in Australia have consistently shown stronger preferences for the versatility of the Hilux or for moving into the Land Cruiser family. The Fortuner was never intended to be our top-selling SUV, but it has achieved what we set out for it to do.”
Toyota is expected to phase out the Fortuner from its Australian lineup by 2026, with no confirmation of a successor or revival.
The Hilux Travo and the Fortuner’s Future
While the Fortuner’s journey in Australia is ending, Toyota’s global SUV strategy is far from static. The company recently unveiled the Hilux Travo, an all-new SUV derived from the next-generation Hilux pickup platform.
There has been speculation that the Hilux Travo could serve as a spiritual successor to the Fortuner in international markets, offering modern design language, improved comfort, and updated technology. However, Toyota Australia has not indicated any plans to bring this model to the local market.
India: A Completely Different Story
Interestingly, the Fortuner’s story in India is the exact opposite of its Australian trajectory. The SUV remains one of Toyota’s strongest-selling models, with demand consistently outpacing supply despite its high price tag.
Unlike in Australia, where pickup trucks like the Hilux dominate the market, Indian buyers favour full-size SUVs for their imposing road presence, reliability, and long-term durability. The Fortuner’s body-on-frame platform, 2.8-litre turbo-diesel engine, and off-road prowess make it a top choice among premium SUV buyers.
Toyota currently offers the Fortuner in multiple variants in India — including the Legender and GR-S editions — with prices ranging between ₹33.65 lakh and ₹51.44 lakh (ex-showroom).
Next-Generation Fortuner Expected for India
While Toyota has confirmed the Fortuner’s discontinuation in Australia, reports suggest that a new-generation Fortuner is already under development and could be unveiled in India soon, based on the new Hilux Travo platform.
Expected updates include:
- A completely redesigned exterior and interior, inspired by the global Hilux design language.
- Enhanced comfort features and technology upgrades.
- The same 2.8-litre turbo-diesel engine, possibly with mild-hybrid assistance for improved efficiency.
If these reports hold true, the next Fortuner could continue its dominance in India’s full-size SUV market, rivaling models like the MG Gloster, Jeep Meridian, and Skoda Kodiaq.
Conclusion: Fortuner’s Legacy Lives On
The Toyota Fortuner’s discontinuation in Australia marks the end of an era for one of the brand’s longest-serving SUVs in that region. However, the move underscores how regional market preferences continue to shape Toyota’s global product strategy.
While Australian customers are gravitating toward pickup-based vehicles like the Hilux and luxury SUVs like the Land Cruiser, markets like India still revere the Fortuner for its ruggedness, reliability, and status appeal.
As Toyota prepares to launch a new-generation Fortuner in key Asian markets, the model’s legacy — built on toughness and trust — is far from over.
