Isuzu D-Max News

Aussie car buyers can’t get enough of the Tesla Model Y right now.Tesla’s mid-size SUV topped the sales charts for August 2026, fending off three Toyota models in the latest set of data. Total car sales held relatively steady in August, with plenty of the usual players occupying the top spots. Electric cars are also making an impact Down Under.Four electric-only models made featured in the top 10 last month.The Tesla Model Y surged to the top of the monthly standings once again, with 6414 sales as its new three-row Model Y L experienced sustained popularity.Combining sales of its Model 3 sedan, Tesla was the third best-selling brand in the country. Toyota’s near 20,000 sales was the best out of any brand, and saw it occupy second, third and fourth on the standings. Its new RAV4 continues to impress (5470), followed by the Hilux ute (4833) that now holds a healthy lead over its arch rival the Ford Ranger (2440). Sales numbers start to drop off after the HiLux, with the Prado’s 2475 rounding out the top four. The Ford Ranger ute experienced another decline in August 2026, falling to fifth position on the standings (2440).The Ranger has been the best-selling car in Australia for the last three consecutive years, but sales decreased in August 2026 by more than 50 per cent compared to August 2025.  The next five cars were from Chinese brands as they increased their grasp over the Australian market. The BYD Sealion 7 mid-size SUV finished in sixth place (2213), followed by the Chery Tiggo 4 small SUV (2012), with the Geely EX5 registering 1947 examples last month. BYD may only have had one car in the top 10, but it was the second best-selling brand in Australia in August 2026.Key Tiggo 4 rival, the GWM Haval Jolion, sold 1891 units, while the Zeekr’s 7X sold 1748 units last month. The Isuzu D-Max took out ninth spot for the month (1708), with the Hyundai Kona finishing off the top 10 with 1688 sales. 

It ultimately helped end Holden, and the same can happen with an alarmingly high number of other prominent car brands.We’re talking about the over-reliance on one single model in Australia.It is the ‘eggs all in one basket’ that leaves sales and financials vulnerable when the inevitable happens – a popular model starts to run out of steam with consumers.Factors include newer competition, ageing models and external outside forces like spiking oil prices and evolving buyer tastes.Here, then, are some of Australia’s most vulnerable brands due to the over-dependence on one model line.Geely’s ‘Gen-Z geek’ sub-brand has struck a chord with Australians thanks to the strikingly styled 7X, and deservedly so.However, did you know there are two other, older Zeekr models sitting beside it on the showroom floor? A smaller SUV known as the X and a large people mover badged 009.Combined, they make up just 6.4 per cent of Zeekr’s year-to-date (YTD) sales, while the 7X takes the lion’s share at an incredible 93.4 per cent. Let’s hope the latter keeps the momentum up.Tesla’s Model 3 may have opened the floodgates for electric vehicles (EVs) in Australia since arriving in mid 2019, but it has now been subsumed by the larger SUV offshoot, the Model Y.The YTD sales data tells the story, with the 3’s sales tumbling 18.4 per cent to 3326 units, while the Y’s tally – supercharged by the new three-row L version – has now breached the 25,000 mark.That puts the hunchbacked SUV at 88.3 per cent of total Tesla sales, with the sedan taking the remaining 11.7 per cent.But with no S, X or ute to provide support, the Model Y is vulnerable against an unrelenting tide of mid-sized EV SUV alternatives, like the Zeekr 7X.From nowhere, the cheapest Jaecoo from Chery’s Land Rover-aping sub-brand, the J5, is responsible for more than two-thirds of all volume.This leaves three other models, the J7, J8 and Omoda 9, to fight over the crumbs.Isuzu hasn’t developed its own passenger car since the early 1990s, electing to concentrate on utes and trucks instead.The D-Max is responsible for 63 per cent of all Isuzu Ute sales YTD. It sits fourth after the Ranger, HiLux and Shark 6 on the charts.The other 37 per cent belongs to the M-UX SUV version of the ute, and that currently occupies third place amongst large SUVs behind the Ford Everest and Prado.This country sure loves a body-on-frame three-row wagon.But both Isuzus are diesel-only powered, meaning that, with no hybrid or EV in sight for Australia, Isuzu Ute faces steep fines due to the New Vehicle Efficiency Standard (NVES) carbon tax.And that’s just going to increase annually in severity, which will really hurt Isuzu Ute, unless it pulls something out of the hat, and fast.Australia’s top-selling vehicle since 2023, the Ranger is responsible for some 62.3 per cent of Ford’s total volume YTD.Combined with its Everest SUV offshoot, that jumps to a staggering 88.7 per cent. Given there are seven other distinct models squabbling over the remaining 11.3 per cent, that's a worry.The next most popular Ford YTD is the Transit Custom van at just three per cent, followed by the Mustang at 2.8 per cent, F-150 at 2.45 per cent, Transit Cargo at 1.9 per cent, Tourneo people mover at 0.5 per cent and Mustang Mach-E at 0.33 per cent.But storm clouds are in the air for the Blue Oval’s popular ute-based duo, with both Ranger and Everest sales down this year, thanks to fierce competition from new rivals including the BYD Shark 6 plug-in hybrid electric vehicle (PHEV).While a Ranger PHEV does exist, it costs too much and delivers too little by comparison, meaning the vast majority of volume belongs to the diesel versions.That’s a lot of NVES fines Ford is facing, unless the incoming Bronco PHEV SUV and other future EVs grow the brand's share of the total market without cannibalising Ranger and Everest.With demand for the latest Vitara tanking, the Swift hybrid struggling and the Fronx floundering, it’s been the Jimny small 4WD that has kept Suzuki humming along, accounting for 56.6 per cent of all volume YTD.Likewise, the Defender attracts the most business for Land Rover in Australia, taking 54.1 per cent of all orders YTD.The Haval Jolion small SUV has performed the heavy lifting for GWM YTD, at 53.9 per cent of total sales, as has the X-Trail for Nissan, at 53 per cent.Australia’s continuous number one since 2003, Toyota boasts several high-volume models, including the RAV4, Prado, Corolla, HiAce, Camry and Yaris Cross.Yet even the brand’s most popular vehicle – the HiLux – only makes up 23.6 per cent of the company’s total sales YTD.Similarly, BYD’s top performer, the Sealion 7, is at 25 per cent, Kia’s biggest crowd-pleaser, the Sportage, is at 23.1 per cent and this country’s favourite Mazda, the CX-5, is at 26.4 per cent.The smaller the percentage, the higher the chances are your brand will weather any storm. Sadly, the writing was on the wall long before Australia's Own started to see its sales slide.Holden’s downfall is largely down to its over-reliance on one model. It was always the way, right back even before the Kingswood years.Here's the most telling stat. Australia’s best-seller for 15 years in a row from 1996 until 2011, sales of the Commodore crashed to just 50 position in 2019.That was following the disaster that was replacing the rear-drive VF series made in Australia with the smaller, front-wheel drive-based Opel Insignia out of Germany as the ZB series. This happened as a result of Holden’s manufacturing shutdown in 2017.The latter bombed so hard that it was cancelled in December of 2019, with Holden effectively over by the following February.

The Aussie ute market may have expanded dramatically in terms of choice but has a proliferation of new options upset the established order when it comes to sales?In recent years the Ford Ranger has been the top-selling ute in the country with the Toyota HiLux snapping at its heels and the Isuzu D-Max there or there-abouts.In late 2024 the BYD Shark 6 arrived to mix things up with its petrol-electric hybrid powertrain challenging the traditional dominance of turbo-diesel propulsion.And a few months later, after a high-profile pre-launch teaser campaign, the Kia Tasman hit local showrooms with the aim of muscling past top order players like the Mitsubishi Triton, GWM Cannon, Mazda BT-50 and Nissan Navara.Since then, we’ve seen newcomers like the MG U9, the all-new Foton Tunland and LDV Terron 9. And soon enough they’ll be joined by the Chery Stockman, JAC Hunter and a likely dual-cab from Hyundai.But has the category’s expansion fundamentally changed anything?There are now a staggering 25 ute options in the local new car market, including two- and four-wheel drive models as well as large, US-style pick-ups.And at the half way mark in 2026 the usual suspects remain at the top of the leader board.No big surprise that the podium contenders have shed some volume but the Ford Ranger is still out-selling the BYD Shark 6 by a ratio of three to one. There have been explosive year-on-year gains recorded by selected newcomers, but that’s been from modest starting bases. However, several evergreen models lower down the list have taken a sizable backwards turn, including the Nissan Navara (-46.5 per cent), Toyota LandCruiser 70 Series (-65.5 per cent), JAC T9 (-51.8 per cent) and Jeep Gladiator (-56.3 per cent).In total, year-on-year sales to June 30 this year for 4x2 utes are flat, 4x4s are down just over 11 per cent and the big pick-ups haven’t budged a millimetre.Here’s our rundown of utes sales, using industry statistician VFacts data to combine all ute categories into a single readout comparing H1 2026 to the same period last year.Light commercial, pick-up & cab chassis sales ranking (June 2026 YTD)   

Utes are the biggest segment in the Australian car market and have been for years.Among those utes have been some consistently successful ones, but there is a new era emerging to threaten the established pack.Fleets and private buyers are more closely considering the running costs of a predominantly diesel-powered segment.Electrified alternatives are increasingly, but will we see the established pack dislodged this year? With five months worth of sales data to look at, here are the best-selling utes in Australia predicted for 2026. There will be no surprises the Ford Ranger is still sitting at the top of this list. It continues to hold the title for the best-selling ute in Australia, despite a year-on-year decrease. Ford has already shifted more than 20,000 units, which is more than any other rival so far.The Ranger recently saw the popular 2.0-litre twin-turbo diesel variant phased out, with Ford providing a cheaper single turbo unit as well as wider availability of the popular 3.0-litre V6 engine, and the brand has also added a range of unique Super Duty variants to bolster its line-up.The HiLux has also held onto its second-place spot up to April and will be expected to carry on this momentum, despite it, too, experiencing year-on-year drops. It still holds a clear lead over the rest of the chasing pack, with more than 17,000 sales so far this year, no doubt helped along by the arrival of the new-generation version late last year. Toyota will launch an electric version of the HiLux later on this year, to complement the current diesel-only range.BYD’s plug-in hybrid ute has well and truly garnered the attention of buyers, especially in a market where fuel prices are a primary consideration.The Shark 6 was one of the only utes to experience growth in 2025 and it has carried on this form into this year, and is on track to surge past the Isuzu D-Max in the coming months.With more than 6000 sales already in 2026, the ute is BYD’s second-best selling model, highlighting its importance to the brand’s top-two spot for April.BYD has added two new variants to the Shark 6 in 2026. A cab-chassis, and a new performance variant, which pushes towing capacity up to 3500kg.These new variants could open up new buyers for the ute Down Under, and push it up the standings further.The D-Max ute has sold steadily compared to April 2025, 4x2 variants picking up a solid boost so far, while the 4x4 variants are down. Based on its more than 8000 sales so far, we can expect the D-Max to stay on track for a finish in the top five, even though the Mitsubishi Triton is fast approaching. An electric version of the D-Max is also not out of the question for the brand, with it recently launching in Thailand alongside mild hybrid variants.The Triton has experienced a resurgent run on the sales charts so far in 2026, with more than 8000 sales, compared to around 7000 up to May 2025.Based on this start, you can expect the Triton to be in around the top places again come the end of the year. Mitsubishi recently unveiled a hardcore version of the ute called the Triton Raider, which has received specific tuning from Aussie engineering company Premcar. It is not a limited edition, and the brand is no doubt hoping it will help continue its renewed push up the sales charts.

The car landscape has dramatically changed in the past 10 years, with new brands entering the fray and dynamic market conditions shifting buyer wants.Data from 2016 shows how different the cars were captivating the attention of Aussies only a decade ago.The Toyota HiLux led the way, and the Ford Ranger was not far behind, but there was a theme of hatchbacks dominating the other top places. The Toyota Corolla took out second place, while the Hyundai i30 was in third and the Mazda3 sat in fifth. Toyota continued to feature down the list with the Camry sedan, followed by the Australian built Holden Commodore. Further down list, the SUV revolution can be seen to take shape in Australia, starting with the Mazda CX-5. After the Mitsubishi Triton ute in ninth place, there were three SUVs in the Hyundai Tucson, Toyota RAV4 and Mazda CX-3.The best-selling brands in 2016 has changed a lot compared to today. Toyota is still parked up at the top of the charts, but several big names have now been replaced by Chinese carmakers.Mazda and Hyundai occupied second and third, while Holden secured fourth. The Japanese duo of Mitsubishi and Nissan followed next, with Volkswagen being the only European brand in the top 10 after that. Subaru came ninth in the standings, with Kia finishing in 10th, highlighting the brand’s rapid development in Australia. Top selling cars 2016 Top selling brands 2016 In 2021, there were clear changes to the market, but also some consistent themes.The HiLux and Ranger duopoly was in full swing at the top of the standings, with Toyota’s ute still edging Ford’s.Third position showed SUVs were taking over as the RAV4 picked up a huge chunk of sales.There were still examples of a past market, with the i30 and the Toyota Corolla hatches sandwiching the D-Max ute.Further down, SUVs increase their presence further, with the Mazda CX-5, Toyota Prado and MG ZS all making up the top 10, along with the Triton ute. Pure internal combustion power remained a dominant player, with best-sellers such as the RAV4 and Corolla still yet to make its full hybrid transition. Top selling cars 2021 Toyota was still on top as a brand in Australia, while Mazda and Hyundai continued their holding in the top three. Ford was hot on the heels of Hyundai, followed by Kia which had surged up the sales charts in five years to claim a spot in the top five. Mitsubishi and Nissan still occupied high places in the standings as did Volkswagen. The big shift was the appearance of the only Chinese brand in the top 10, in MG. This foreshadowed what we see today where BYD is fast approaching a potential top-two finish in Australia.Subaru picked up a 10th place finish. Top selling brands 2021 Fast forward to 2026, and only three top 10 sellers from 2016 remain. The Ranger and HiLux continue their battle at the top of the standings, but they are in decline.Some unfamiliar names a few years ago are emerging as top choices for Aussie motorists.The Chery Tiggo 4 small SUV has emerged as the best-selling SUV in 2026 to date.Hyundai's Kona is next on the list followed by the D-Max Ute.Mitsubishi's Outlander large SUV is sitting sixth, while the long-awaited launch of the new Toyota RAV4 has resulted in a burst of sales for the popular family car.The Mazda CX-5 remains a regular feature at the top of the sales charts, with GWM's Haval Jolion sitting in ninth currently.Rounding out the top 10 is Ford Everest.This data only represents the first four months of the year, but it does show the general trends of where the market is headed.Top selling cars 2026 (up to April)Top selling brands 2026 (up to April)There are no surprises in the top four best-selling brands so far, with Toyota out in front, followed by Mazda, Kia and Ford.A monster month from BYD has pushed the Chinese giant brand into fifth, overtaking Hyundai. This is despite the brand not having a single car in the top 10 best sellers.The final four highlight the success of Chinese brands in Australia as GWM, Chery and MG are all present, along with Mitsubishi.Former mainstays Nissan, Subaru and Volkswagen are gone, and Holden has closed up shop completely.

Diesel fuel prices have been skyrocketing in Australia, making buyers think twice about running costs.According to NSW fuel price data, diesel is up to $1 per litre more expensive than petrol on average, sitting on average at over $3 per litre.Diesel sales were already in decline, but sustained higher fuel prices appear to have accelerated this trend.What may surprise some, though, is that petrol car sales are decreasing at a faster rate than diesel. Diesel sales have declined 10.1 per cent compared to February 2026 and 4.8 per cent overall this year. Petrol sales for the same periods have declined by more than 20 per cent and nearly 18 per cent, respectively. This equates to almost 22,000 less vehicles sold compared to this time last year. Diesel sales have only declined a little over 4000 units compared to March 2025. There were 28,364 diesel sales in March 2026 as opposed to 34,694 petrol ones, but if petrol sales continue to decline at the same rate, it will not be long before diesel is the top selling non-electrified fuel type for vehicles.Diesel also still more than doubles the sales of electric month-on-month, but EVs are rapidly catching up.One of the key reasons for these differences is many brands are ditching pure petrol models for electrified variants, as Australia's new vehicle efficiency standards start to impose big consequences for higher-emitting engines. For example, most of Toyota’s major models are now hybrid only, such as the Yaris hatch, Camry sedan and RAV4 SUV. There have also been talks of brands completely cutting petrol options from their line-ups, such as Chery.Local Chief Executive Officer Lucas Harris told CarsGuide earlier this year it is something he is eager to see happen.  “Personally I would hope that we get to that point because the super hybrid driving experience, in particular Chery’s super hybrid driving experience is so good and I think it is much better than ICE,” Harris said.“The more people that try it, the more consumers go that way. We’ll be led by demand so if all of a sudden nobody is buying an ICE Tiggo 7, and they're only buying Tiggo 7 super hybrid, it probably doesn’t make much sense to continue bringing an ICE product that consumers don’t really want.”Other brands have echoed these comments in the past as they move to predominantly hybrid and electric line-ups. In February, for example, Hyundai was number two for hybrid sales in Australia, a title it may lose to BYD's popular range of plug-in hybrids like the Shark 6 and Sealion 6. BYD, meanwhile, is already hybrid and electric only.Diesel utes still dominate the sales charts, the Ford Ranger and the Toyota HiLux leading the way, with the Isuzu D-Max also in the top 10. Both the HiLux and D-Max experienced subtle growth, while the Ranger had a near 10 per cent decline compared to last month.  Best-selling diesel cars in March 2026  

What is the future of the Mazda BT-50? Could it become a Toyota-based one-tonne ute?With the existing, Isuzu D-Max-derived model now six years old and well into its mid-cycle facelift, speculation is rising as to what will come next once the reported 10-year supply contract with Isuzu ends.This means that the existing BT-50 that launched in 2020 following Mazda’s break-up with Ford (the previous BT-50 was based on the 2011-2022 Ford Ranger) still has about four years to go, so planning should be well-underway by now. 2030 isn’t that far away.One scenario could see a variation of the Toyota Tacoma, which has only been built in left-hand-drive in Mexico for North America since late 2023, despite sharing its right-hand-drive (RHD)-ready Toyota New Global Architecture-Frame (TNGA-F) platform with the Toyota LandCruiser 300 and Toyota Prado 250, among others.We say variation because, back in December last year, ex-Toyota Australia boss Sean Hanley revealed exclusively to CarsGuide at the HiLux launch that the Tacoma could become RHD for Australia when the right powertrain configuration is offered, to sit above the smaller, ageing HiLux in the range.“It's evolving and developing all the time, and I would never rule out the possibility of that car being part of our line-up at some stage,” he said at the time. “It all gets down to powertrain and configuration.”If that comes to pass, and Hanley did add that he was actively pursuing that outcome, it may give Mazda an in to the “evolving and developing” Tacoma thanks to the two Japanese brands’ growing association sharing passenger vehicles.This is especially prescient since the existing BT-50’s only major market in the RHD world is Australia, with Japan and the UK passing on this current generation, while South Africa ceased importing the ute after sluggish sales in 2024.Mazda Australia Managing Director Vinesh Bhindi refused to comment on any possible Tacoma/BT-50 tie-up in the future, saying instead that a decision has not yet been made as which direction the company will move next.“Isuzu is still a partner in the current generation, but the next-gen is yet to be locked in,” he told CarsGuide last month.“Mazda has worked with Isuzu for many, many years, so (we have a) very solid partnership and we hope to continue it in the future.”This is an important question for Mazda to figure out, since the BT-50 contributes vital volume for the brand in Australia, coming in at fourth place in the first three months of 2026, with 3113 units sold, behind the CX-30 small SUV (3246), ageing CX-3 light SUV (3489) and CX-5 mid-sized SUV (6247).The one-tonne ute has slipped from fifth to seventh spot so far this year in its increasingly-crowded segment, having been overtaken (though only just) by the GWM Cannon/Cannon Alpha duo (3131) and BYD Shark 6 PHEV (3480) out of China, while still trailing the Mitsubishi Triton (5604), D-Max (6057), Toyota HiLux (10,592) and Ford Ranger (12,180).The 4x4 version of the BT-50 is the harder hit of the series, seeing a 23.6 per cent decline in 2026, though the largely-diesel-driven dual-cab ute market’s exposure to soaring fuel prices due to the Iran War seems to have affected all 4x4 players in some way. The exceptions are a surging GWM Cannon (which introduced a PHEV option last year) and, unexpectedly, the resolutely diesel-powered Triton.A Mazda ute has been part of the brand’s heritage since its first vehicle rolled out of a factory in Hiroshima in 1931. Plus, there were five generations of the BT-50’s B-Series/Bravo/Proceed predecessor from 1961 to 2006 (pre-dating HiLux), with a Ford Courier also forming part of that equation for 34 years from 1972, before switching to the American Ranger badge thereafter.So, there’s been a half-century precedent with Mazda sharing its ute, be it with Ford or Isuzu.Will Toyota be next? Watch this space!

Utes have been affected substantially by increasing fuel prices, thanks to their large fuel tanks and often thirsty turbo-diesel engines.Diesel fuel prices have jumped to more than $3 per litre, making filling up a diesel ute more expensive than ever.CarsGuide has compiled a list of all the diesel dual-cab pick-up utes on sale, calculating the yearly cost of each at $3.07 per litre (the average price in NSW on 31/3/26) over 15,000km.Isuzu Ute’s D-Max and Mazda BT-50 2.2-litre turbo-diesel variants are the efficiency leaders. The mechanically identical pair of utes cost $3038.02 in fuel in a year, averaging 6.6L/100km.The Ford Ranger’s single turbo-diesel 2.0-litre is next on the list, averaging 6.9L/100km, which equates to $3177.45 over 15,000km. The new mild hybrid Toyota HiLux also has a competitive efficiency figure of 7.1L/100km, which is a little cheaper in fuel than the standard turbo-diesel variants. Three-litre variants of the BT-50 and D-Max vary in cost, given fuel consumption fluctuates between 7.1L/100km and 7.8L/100km depending on the variant.The KGM Musso is one of the thirstiest of the utes, with its up to 9.0L/100km, costing more than $4000 over the course of a year.  The GWM Cannon Alpha diesel was the other ute to exceed the $4000 mark. Concluding the list are the gas guzzling full-size American pick-ups, in Ram’s 2500 and the Chevrolet Silverado HD. Both have V8 diesel engines with a capacity of more than 6.0-litres, meaning they cost more than $7000 over the course of a year.2026 ute fuel figures Australia  *Dependent on variant**Ram does not provide official figures for fuel consumption. This figure is sourced from CarsGuide's real world testing.***Chevrolet does not provide official figures for fuel consumption. This figure is sourced from CarsGuide's real world testing.

Details for the Isuzu Ute D-Max electric ute in Thailand have just been revealed, and it could be a timely inclusion in Australia for the brand.The car starts from the equivalent of roughly $70,000 in Thailand, which is a massive reduction on the more than $115,000 equivalent price in the UK. This bodes well for Australia, which has a free trade agreement and close proximity to Thailand where the D-Max EV is built.It is powered by front- and rear-mounted electric motors, producing 140kW, with front motor torque at 108Nm and rear motor torque at 217Nm for a maximum 325Nm.The ute comes with a full-time four-wheel drive system.Its 67kWh battery offers a driving range of 263km (WLTP), which is comparable to the HiLux EVs 240km. Fast charging on the D-Max EV from 20-80 per cent takes around an hour, due to a maximum of 50kW charging on the Thai version. It will also have a 3500kg towing capacity, offering the same lugging capacity as many of its diesel competitors. The D-Max EV also has a payload exceeding 1000kg. The D-Max EV is nearing sale in many countries, including the United Kingdom, but its Thailand launch could be the final step before it lands Down Under.Sky high diesel fuel prices could speed up any potential EV ute launches in Australia, as they offer a cheaper-to-run and cleaner alternative in a segment potentially phasing out diesel in the coming years. The D-Max EV is likely to launch in Australia some time this year, but local timing has yet to be confirmed by the brand. A spokesperson for Isuzu Australia said there was no news confirmed.It will join a growing EV ute segment, with the electric variant of the KGM Musso already on sale, while MG’s U9 EV and the Toyota HiLux BEV will launch in the coming months. 

Diesel utes have been the dominant forces in Australia for the past decade, but that could be about to change.The Ford Ranger and the Toyota HiLux have been the top two sellers in the past 10 years, and they combined for more than 100,000 sales in 2025.The pair have carried on this popularity into 2026, sitting at the top for January and February this year. Other diesel ute rivals such as the Isuzu Ute D-Max and Mitsubishi Triton are selling well. That could be all be about to change sooner than we thought. It could be the case that a perfect storm of external factors will wipe out the diesel in ute in Australia.There is a new factor is emerging that could accelerate the diesel ute’s seemingly inevitable decline. The price of diesel fuel has increased substantially more than petrol, approaching the $3 mark per litre.I went to fill up my diesel car the other day.As I pulled into the service station, a man had just finished filling up his V8 diesel LandCruiser 200 Series. $287 for 99L - he had not even brimmed the tank. You’d get a better rate when topping up your light aircraft with aviation fuel. He asked if I wanted to swap. I politely declined.No doubt big fleet buyers will be watching closely as the costs of purchasing and running these diesel utes shoots up, along with the potential increase in costs as NVES pressures creep in. Fleet sales are crucial to the success of the Ford Ranger and the Toyota HiLux, with them also contributing heavily to other ute brands.Fuel prices will also be an increasingly big head turner for private buyers. Alternatives such as the petrol plug-in hybrid BYD Shark 6 offer superior fuel efficiency when charged as well as being cheaper to fill up.Toyota announced its all-electric HiLux ute recently, which has been met with a mixed reception due to concerns over driving range and towing capacity, but it at least shows brands are already looking away from diesel. Chery’s incoming KP31 ute will debut in Australia this year with a diesel plug-in hybrid set-up, which is expected to have the 3500kg towing capacity. Something the Shark 6 currently lacks.The popularity of diesel hybrid set-ups will be an indication of the survival chances for the diesel ute in Australia. It could be argued the longer diesel prices continue to rise, the shorter the diesel ute's lifespan will be.Compounding this is new emissions laws.The Federal Government's National Vehicle Emissions Standard (NVES) delivered a rude awakening for some. The NVES sets emissions targets based on CO2 gram-per-kilometre limits. Vehicles sold that fall over the limit subsequently incur liabilities, which will attract hefty fines in the future for brands. Brands incur fines on vehicles sold, which have an interim emissions value of more than zero. Mazda, which sells its BT-50 ute in Australia among an internal combustion heavy lineup, accumulated a whopping more than 500,000 liabilities. Subsequently many brands, including Honda and Mazda have introduced priced increases across key internal combustion models this year.There appears to be two routes for brands. Either pass on the extra costs, or ditch diesel. Diesel utes could be about to skyrocket in price and brands scramble to account for fines on sales.In a more extreme example, Ford CEO Jim Farley recently threatened to axe the brand’s local engineering program responsible for the best-selling Ford Ranger.“Something your government, or any government, has to be very sensitive to around the CO2 glide path. We want to reduce our CO2 footprint, but there’s a level that the customer can’t afford, and not all duty cycles can be electrified,” Farley told CarsGuide.“It’s a completely open market and also pushing CO2 , arguably way beyond the customer requirements.“ needs to decide if they want to help us equalise the cost differential … because this is among the most expensive places to have engineers on the planet.”We have already seen somewhat of a winding back of Ford’s Ranger line-up Down Under, with the brand discontinuing sale of its bi-turbo diesel engine, in favour of a cleaner single turbo variant.