Omoda 9 vs Toyota HiLux

What's the difference?

Does Australia need yet another new car brand?

It’s the question I keep asking myself seemingly every other week as a new brand announces its intention to join the other 70 odd marques already competing for a slice of the Australia new-car market.

Chery made a successful re-entry into the Australian market in 2023, quickly establishing itself as a value-led brand. Earlier this year it launched Jaecoo, its more premium, adventure-focused offering and announced it would be spun-off into separate showrooms alongside the new Omoda brand.

The first Omoda-badged vehicle has now arrived, the Omoda 9 Virtue SHS (Super Hybrid System), which will join the almost-as-new Jaecoo J7 and J8 in the growing number of dealers around Australia.

So, does Australia need Omoda? Does the Omoda 9 Virtue SHS make a compelling case, in the same way the sharply-priced Chery models have? 

Read on for our verdict.

The ninth-generation Toyota HiLux is not really a new HiLux in the true sense of the word, but there’s enough going on with it to have generated plenty of excitement in the ute-loving public.

This ‘new’ HiLux, in essence, is an update but it’s an update with substance: the HiLux now sports a new retro design, new interior layout, new suspension tune (softer rated springs and dampers for improved on-road comfort) – and it even has an electric park brake now.

So, with no major mechanical upgrades, is this HiLux enough of an improvement over past iterations to warrant your attention?