Orders for flagship Rogue and Rugged X versions of Australia’s top-selling vehicle ‘paused’ as strong customer demand and supply issues bite
Toyota Australia has asked dealerships nationwide to stop taking orders for the most expensive versions of its top-selling model, the Toyota HiLux Rogue and Rugged X dual-cab 4×4 utes.
The Japanese brand has essentially run dry of the high-end Thai-built utes and the parts required for final assembly in Melbourne, where a number of locally-engineered parts are fitted to the Rogue and Hi-Lux Rugged-X range-toppers.
Sputtering global supply chains and strong customer demand for the premium HiLux models have created the perfect storm for stock shortages, which come on the back of the ongoing semi-conductor crisis that is hampering vehicle production globally.
New-vehicle shortages are now impacting most mainstream and luxury auto brands and their ability to deliver vehicles to customers in a timely manner, and the supply situation has also pushed up the prices of used cars.
Toyota has been hit particularly hard over the past 12 months, with popular new models such as the Toyota RAV4 and Toyota Camry Hybrid customers waiting up to 12 months for their new wheels.
“Due to current demand, Toyota Australia can confirm that future orders for both the Rogue and Rugged X have been temporarily paused,” said Toyota Australia in a statement today.
Australia’s top-selling new-vehicle brand it would “…provide an update in due course on both of these models”.
Despite being the most expensive HiLux variants on the menu, with the Rogue priced at $70,200 and the Rugged X at $70,750 (plus on-road costs), both vehicles are among the most popular in the HiLux range, putting the squeeze on customer deliveries.
“The HiLux Rogue and Rugged X variants have both enjoyed high levels of interest since their introduction,” said Toyota.
Toyota’s decision to temporarily close the order books for its urban-focussed Rogue and the Rugged X off-roader demonstrates the intense pressure on car-makers to communicate to customers in an honest fashion how long orders will take to be filled.
The move is consistent with the world’s biggest car-maker’s strategy to deliver vehicles to existing customers before accepting new orders, but Toyota hasn’t said when supplies will resume and customers can begin ordering the $70K utes again.
It’s understood the order backlog is so significant that it could be months before the temporary sales halt is lifted.
It remains to be seen whether the situation will improve in the second half of the year, when the HiLux is due to undergo a major tech update to combat the arrival of its new-generation arch-rival, the Ford Ranger.
According to Drive.com.au, Toyota Australia’s upgraded HiLux will enter production in August before arriving in local showrooms in October, and the volume-selling SR5 variant will receive the lion’s share of new tech.
This looks set to include rear cross-traffic alert and blind-spot detection, neither of which have been offered on the HiLux to date. The SR5 will reportedly also get a 360-degree camera system.
With an all-new Toyota HiLux not due until as late as 2024, senior Toyota Australia execs have previously stated the company has big plans to maintain the current model’s title of Australia’s favourite vehicle for a seventh year in a row.
Last year Toyota sold 52,800 HiLux vehicles compared to 50,280 Ford Rangers, however, Ford again outsold Toyota in the most popular – and lucrative – 4×4 ute segment (45,986 to 39,6587) and will launch its new Ranger in mid-2022.
Most of the Toyota HiLux range is expected to gain some cosmetic updates, but it’s not known if the improved safety tech will be rolled out across other models.
Keyword: Stop sale order for popular Toyota HiLux models