I had a Hilux and LC70 Series in my days in Africa (1995-97), and even in Dubai it had been the “go anywhere” vehicle for me.
BHPian Parm recently shared this with other enthusiasts.
Dear Fellow Team-Bhp members,
I like the discussion going on for the Hilux and the posts by the members in the forum. I am glad that OEMs do listen to the “talk” on Team BHP.
The Indian automobile buyer/consumer is the most selective and most stingy when it comes to buying a new/used vehicle. “Kitna Deti Hai?”
India arrived LATE at the automobile stage compared even to South East Asian countries like Thailand, Malaysia, Philippine, Indonesia etc. The reason was closed Indian economy and home grown brands like HM, M&M, TATA, Padmini/Fiat etc. laughing all the way to the bank. Thailand is the country with most double cabin pickups as a family vehicle. India still gets step-motherly treatment compared to the above mentioned Asean countries, when it comes to “Lifestyle Vehicles” (read double cabin pickups), because India lacks the numbers despite being a 130 crore population.
“Lifestyle Vehicles” are still is a distance dream for most Indians as the desire for a family car is the first vehicle and probably the only vehicle for most Indian families. The likes of the Scorpio Getaway, Bolero Camper, Tata Xenon tried to stir the market and awake the consumer, but did not quite work. Mahindra Scorpio double cab pickups sell in good numbers in Africa and down under. I see quite a few in the Middle East too! But how many have been bought in India? Though I am glad that Mahindra launched the Bolero Camper/Pikup way ahead before Jeep could think about the Gladiator.
But the real “Lifestyle Vehicle” to open up the market was not Isuzu with its D-Max, but the Mahindra THAR!
Now bringing the topic back to the Hilux as a “Lifestyle Vehicle”. It is beyond the reach of many of us and the mindset of public as well as the Indian/State governments of it being classified as a commercial vehicle deters most of us along with its high cost price. Even in Dubai, my Indian friends used to ask me why a Hilux and not a Ford/RAM/Chevy? As fellow Indians, It impacted their social status that I had a Hilux. I always valet parked my Hilux, even at Atlantis! But the Indian mindset never goes away when they saw me driving a Hilux as my family vehicle. But Arabs loved it, and even offered to buy it when I was in the dunes. It was a special order full option AT, with three months waiting for this special order.
Anyway, as the pickup was born out of a necessity vehicle to connect country side/farms with suburbs/city, it became a vehicle of choice for most. But now in current times it is a “Lifestyle Vehicle”. For us Indians, it is too expensive a vehicle for just farm work.
The changing of the tag is similar to what few auto companies did and started calling their vehicles as SUVs when they wanted to market non 4×4/4WD vehicles.
I had a Hilux and LC70 Series in my days in Africa (1995-97), and even in Dubai it had been the “go anywhere” vehicle for me. The Hilux beats the competition by quite a distance and would love to see it sell in good numbers in India! BUT it won’t! I believe, It will take few more years to before Indians start accepting double cabin pickups as a vehicle of their choice. Toyota should seriously think about launching a bare bones Hilux with a reduced price. Cosmetics and gadgetry are just add ons for those seeking LUXURY and not performance.
My best wishes to those who desire it and those who own it. Its like no other.
Along with the LC70, it is the only vehicle that outlives its owner!
Keyword: Thoughts on the Hilux India launch by an ex Hilux & LC owner