The Toyota Fortuner off-roader has been axed from Australia after more than a decade as one of the brand’s slowest-selling vehicles.
“Fortuner has been a great product for us over the years and found a relatively small but enthusiastic customer base,” said Toyota Australia vice president of sales and marketing, Sean Hanley, in a media briefing.
“But with customer preferences shifting in Australia, we made the decision to discontinue the Fortuner.”
The Fortuner will exit Australian showrooms in mid-2026, but Toyota Australia says buyers have already been moving to vehicles elsewhere in its lineup.
“Largely, they’re moving back into HiLux, or they’re moving into [LandCruiser Prado or LandCruiser 300 Series] SUV,” said Mr Hanley.
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Sales between January and the end of October 2025 see the Fortuner’s 2928 figure comprehensively beaten by the rival Ford Everest’s 21,915 result and the Isuzu MU-X’s 12,499.
The seven-seat Fortuner was launched in Australia in 2015 with a starting price of below $50,000 ($47,990) before on-roads.
It was pitched by Toyota as a diesel alternative to the petrol-only Kluger SUV (now available exclusively as a hybrid) and used HiLux underpinnings with the same 2.8-litre turbo-diesel four-cylinder engine and a choice of rear- or four-wheel drive.
The Fortuner was cheaper than its Everest sparring partner, which also arrived as a new nameplate for Ford Australia in 2015, priced from $54,990 before on-roads.
The Everest was – and remains – based on the Ranger’s ladder-frame chassis, but Ford pitched its off-road 4×4 against the more expensive and more formidable Toyota LandCruiser Prado, which it outsold in 2024 with 26,494 sales.
Yet the Fortuner’s best annual result here was only 4614, achieved in 2022 when the Everest tallied 10,314 sales and the MU-X found 10,987 buyers. That year, the Prado recorded 20,710 sales.
The Fortuner’s average full-year sales (2016 to 2024) figure was a meagre 3481.
It has been consistently outsold by the pricier Prado, even in 2024 when that model had interrupted supply during the changeover to a new generation. Toyota delivered 3042 Fortuners last year against 9802 Prados.
Mr Hanley said the company didn’t view the Fortuner’s Australian stint as a failure.
“Each product we put in the market has a role; Fortuner had a role we knew was never going to be the number one selling Toyota,” he said.
“It [the Fortuner] was a success in what we wanted it to do, but with the expansion of the HiLux range and rationalisation of the product offering, it’s just a normal business case for us.”
While a new-generation LandCruiser Prado arrived in Australia in late 2024, Toyota announced an expanded HiLux lineup this week for the new generation of its most popular model.