Moving the nation in style

MORE than any other vehicle segment, the pickup truck has truly become the “everything for everyone” choice of personal transport whether one favors style, performance, comfort or utility.

Pickups have been the biggest-selling vehicle segment in the United States (US) for a number of years, and while they are not quite so dominant in the market here in the Philippines, their undeniable appeal, versatility and the wide variety of models available have cemented their popularity with consumers and guaranteed steady growth of the segment for years to come.

For 2024, the familiar names among truck brands have again offered their proven lineups, led by Toyota and Nissan, and joined by the likes of Mitsubishi, Isuzu, Ford and Foton.

Innovations in the automotive space here in the Philippines tend to trail other parts of the world, and this is true for pickups as any other segment. Thus, some new models and bigger innovations such as electric and hybrid power are probably a year or more in the future for truck buyers here.

On the other hand, this is not entirely a bad thing. While we may have to wait a little longer to experience the cutting edge in truck design. By the time it does arrive in the Philippines, the small bugs and teething pains — which are normal for most new models but still a headache for early adopters — have already been resolved.

In the meantime, what the familiar brands have to offer in 2024 provides every customer with a wide variety to suit any taste, needs and budget.

One important note to the following descriptions of the various pickup models available in the Philippine market: the specifications and manufacturer’s suggested retail prices (MSRP) listed were accurate and sourced from the manufacturers’ websites at the time of publication.

However, the manufacturers’ own disclaimer that the details are subject to change applies here as well; in addition, different options will affect the sticker price. Please check with your local dealer for the latest information.

Moving the nation in style

Toyota

By far the most popular truck model here in the Philippines, as well as in many other parts of the world, Toyota’s venerable Hilux sometimes seems more a cultural icon than an actual vehicle. The fact is, however, the Hilux has earned its place as the market dominator with outstanding performance, reliability and rugged good looks.

Toyota offers one of the largest number of variants among the established manufacturers, with eight models of the Hilux from which to choose.

The most basic model is the 2.4-liter, 4 x 2 E model, with an MSRP of P1,306,000 for the manual transmission version and P1,386,000 for the automatic transmission option. The somewhat sportier G model, with essentially the same specs as the E can be had for P1,384,000 to P1,460,000, while the Conquest model has three variants: A 2.4-liter, two-wheel drive automatic version similar to the G but with even more body and interior stylings and an MSRP of P1,669,000 and the 2.8-liter 4 x 4 version available with either manual or automatic transmission for P1,997,000 to P2,072,000.

Finally, there is Toyota’s top-of-the-line Hilux variant, the GR-S, powered by the 2.8-liter turbodiesel and offered with a 4 x 4, automatic transmission configuration for an MSRP of P2,186,000.

Nissan

The Nissan Navara in some ways seems like the Pepsi to the Toyota Hilux’s Coke: Perhaps not quite as popular, but objectively just as strong an offering with owners who are no less fiercely loyal to the nameplate.

Nissan offers eight models of the Navara, all powered by the same solid and economical 2.5-liter turbodiesel engine. The 4 x 2 manual transmission EL has a competitive MSRP of P1,061,000, while the VE model offers either manual or automatic for the 4 x 2 variant and a 4 x 4 MT version with prices ranging from P1,291,000 to P1,421,000.

The sportier VL offers a 4 x 2 MT variant for P1,521,000, and either manual or automatic versions of the 4 x 4 for P1,621,000 – P1,701,000. The top-of-the-line PRO-4X model, a 4 x 4 AT with a striking black sport trim package, has an MSRP of P1,811,000.

Mitsubishi

Another perennial strong player in the pickup market, Mitsubishi is currently somewhat in a state of flux. The familiar Strada has been discontinued by the company in favor of its all-new Triton although the six variants of the Strada line are still available, starting at an MSRP of P1,293,000 for the two-wheel drive GL model, and topping out with the aggressively sporty 4 x 4 AT Athlete model, which starts at P1,827,000.

The new Triton, which only began deliveries in Thailand in January, seems to be designed to be a formidable competitor for Ford’s Ranger line, which it resembles to some degree in terms of size and overall appearance.

What variants may be available in the Philippines and at what prices is still unknown, but the truck will be equipped with an all-new 2.4-liter turbodiesel. The engine is based on Mitsubishi’s tried and tested 2.4, but with enough upgrades to make it a legitimately new powerplant, including a new fuel injection system and a second turbo.

Isuzu

Somewhat overshadowed within its own family by the astonishing popularity of the MU-X SUV with which it shares a basic platform, the Isuzu D-MAX line of pickups has nevertheless carved out a strong place for itself in the Philippine market.

In addition to two single-cab variants that have proven popular with commercial users, the D-MAX LT, LS-A and LS-E models are offered in a variety of configurations, with the most striking being the new LS-A Limited, a 4 x 2 AT version with an attractive black-and-red trim package.

MSRP for the D-MAX lineup ranges from P1,037,000 to P1,905,000, with the LS-A and LS-E models featuring an all-new 3.0-liter diesel.

Ford

Ford’s Ranger line has been perhaps the biggest up-and-comer in the Philippine truck market in recent years, and offers one of the widest varieties of versions, including the XL, XLS, XLT, Sport and Wildtrak models.

Like Mitsubishi, Ford is also introducing a brand-new model to the Philippines soon: the next-generation Ranger Raptor, a slightly bigger, more aggressive version of the Ranger that more closely resembles its big brother in the Ford line, the iconic F-150 full-sized pickup.

Chief among the many new features prospective Raptor customers can look forward to is an all-new powertrain, a 2.0-liter biturbo engine generating 210 horsepower and 500 Nm max torque coupled to a 10-speed electronic automatic transmission.

There is no confirmed date when the new Raptor will arrive in the Philippines, but deliveries are anticipated to begin later this year.

Foton

Foton, a subsidiary of Beijing-based automotive giant BAIC, has long enjoyed the distinction of being the biggest manufacturer of commercial trucks in Asia and has in recent years, made inroads into the pickup truck market with its Thunder line.

The line has expanded from its initial offering of a single 4 x 2 MT version to six variants, with a price range of P1,080,000 – P1,385,000. According to various online reviews from customers, the Thunder receives high marks for power, handling and comfort.

What’s ahead

Beyond anticipated new models from Mitsubishi and Ford, what seems likely to be “the next big thing” in the Philippine pickup truck market is the introduction of hybrid and electric models, which is growing at a furious pace in the US and China markets, and even beginning to take hold in countries such as Malaysia and Thailand.

Chronically high electricity prices and a lack of public charging infrastructure have meant the electric vehicle segment has been slow to develop here, but there are signs that things are changing.

Under the Electric Vehicle Industry Development Act (Evida), the government has committed to support the development of an EV industry and infrastructure in the Philippines, including development of a network of more than 40,000 charging stations nationwide.

Progress has been slow but continues to move forward, and proposed amendments to the Evida act would further lower obstacles to EV investment and sales.

Could this mean that we might soon see the likes of Rivian or Tesla’s Cybertruck in the Philippines? Probably not or at least, not for the next few years, but there are already rumors that some of the established manufacturers are weighing the prospects for introducing their own EV pickups here.

There is at least one that already has; last year, Dongfeng Motors introduced the Rich 6 EV, an all-electric truck, loosely based on the Nissan Navara platform and with an MSRP of P2.76 million to P2.86 million.

So far, the Rich 6 EV has not found its way onto Philippine roads in any significant numbers; but as costs and ease of use improve for EVs in general, it may find more potential owners taking a closer look, particularly if some competition arrives in the market.