Toyota Sprinter Reviews
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Toyota Reviews and News
Toyota's massive hybrid pledge
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By Jack Quick · 06 Feb 2026
Toyota is reportedly set to boost production of vehicles with its popular hybrid powertrain technology by around 30 per cent in the next two years.As reported by Nikkei Asia, the Japanese carmaker expects to produce 6.7 million hybrid vehicles globally in 2028. This is up from the planned five million hybrid and plug-in hybrid (PHEV) cars it expects to produce in 2026.This also means that 50 to 60 per cent of the 11.3 million cars Toyota expects to make globally in 2028 will be equipped with a hybrid powertrain.Nikkei Asia reports a key driver of this boost in hybrid vehicle production will come from the US as people are moving away from electric vehicles (EVs) due to subsidies and incentives being cut.In November 2025, Toyota announced its plans to invest 1.5 trillion yen (~A$13.86 billion) in the US over the next five years.It will initially spend 140 billion yen (~A$1.29 billion) to produce hybrid powertrains and components at five of its US facilities.According to GlobalData as reported by Nikkei Asia, Toyota currently holds a 58 per cent share of the global hybrid vehicle market as of the end of 2025.Toyota is far from the only carmaker that is ramping up and adjusting its strategy in response to falling EV demand in certain markets. Examples include Ford, General Motors, Hyundai and even Volkswagen, among others.In Australia hybrid vehicles accounted for 16.5 per cent of overall new vehicle sales during 2025, as reported by VFACTS. This is up 15.3 per cent year-on-year.Toyota has long been the top-selling hybrid brand in Australia and was one of the first to market with its Prius hatchback that launched locally in 2001.Many Toyota vehicles, including the C-HR, Camry, Corolla, Corolla Cross, Kluger, RAV4, Yaris, Yaris Cross and the Tundra are exclusively offered with hybrid powertrains in Australia.Lots of other brands are reacting though to growing hybrid vehicle interest and are offering more options. Examples include GWM, Hyundai, Kia, Nissan and Subaru.There has also been meteoric growth in PHEV sales in Australia. Last year a total of 53,484 examples were sold, which was up 130.9 per cent year-on-year.Toyota is set to dive into this segment in Australia during 2026 with the forthcoming PHEV version of its new-generation RAV4. It’s set to arrive in the third quarter of 2026 after the regular hybrid versions.
Best Medium SUV Starting Under $60K revealed!
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By Tom White · 06 Feb 2026
The mainstream mid-size SUV segment is one of the most tightly contested in Australia, making which option to go for both more exciting and more difficult than ever.Thankfully, our 2026 CarsGuide Car of the Year Awards will help shorten your choices down to only the best in an ever-changing market.This year’s top-10 shortlist saw an array of vehicles competing for the crown, but our judging panel liked three the most, Honda’s segment-bending ZR-V, Toyota’s ever-present RAV4, and a newcomer in the form of the Zeekr 7X.Which takes the crown and why? Read on to see our reasoning below.The Honda ZR-V is one of the brand’s most recent nameplates, sitting between the venerable HR-V small SUV and larger CR-V.Our judging panel loved the ZR-V for its just-right sizing, offering family buyers something a little more compact than most cars in this class, whilst also offering a versatile and generous interior space.We were also impressed how this car communicates Honda’s commitment to build quality so well. All agreed it offers an above-par driving experience for the segment, with not only a good all-rounder combustion engine, but also a sweet fuel-sipping hybrid with a bit more punch.It offers compelling ownership terms, but the panel also agreed that it has similar flaws to other Hondas in the limited availability of the hybrid powertrain, and its generally higher-than-rivals starting price.CarsGuide Contributing Journalist Andrew Chesterton who recently tested a ZR-V VTi-LX in hybrid form said it “continues Honda’s winning run of models lately. It looks good, feels solid, is well-appointed and presents as an SUV you can actually enjoy driving, too.”Believe it or not, this award applies to the outgoing RAV4 despite its age, but the good news is many of the metrics on which our panel made its decision likely transfer over to the newly updated model, too.However, we’re calling out the old version which fits inside our judging timeline because of its well-deserved staying power in our market.Our COTY panel agreed everything the RAV4 does, it does well, whether you’re considering its build quality, massively popular and affordable hybrid powertrain, or its spacious no-nonsense interior which has proven to be perfect for families.CarsGuide Contributing Journalist Emily Agar said the outgoing RAV4 “offers families space, convenience and features in a well-priced and handsome package” in her recent review.Australia’s frequently best-selling SUV isn’t without its flaws. Our panel also agreed that the interior design was starting to age, and there were now more innovative hybrid powertrains on the market.Slipping in just under the $60,000 mark, the Zeekr 7X has arrived in Australia with quite some fanfare as one of the most compelling new cars from a Chinese newcomer brand.Opening the door to a new class of affordable premium car, the fully electric 7X won over our panel for having exactly the ingredients we look for in a Car of the Year contender: it’s ambitious, moves the segment forward and represents excellent value.Not only that, but in its surprising sense of quality and even its driving performance, the 7X challenges perceptions of how Chinese cars can look and feel, and does so at a price that should be circuit-breaking for the mid-size SUV segment.Its cutting-edge design and materials are also complemented by a spacious and family-friendly interior with a generous boot, too.Even as an EV it’s impressive, with its 800-volt architecture supporting ultra-fast charging, and its healthy battery capacities supporting long driving ranges for each variant.For downsides? Like some of its Chinese contemporaries, the 7X has overly complicated software functions, and it has weird push-button doors and doesn’t feature a spare tyre.However, as Deputy Editor James Cleary notes in his recent review of the top-spec Performance AWD variant, the 7X offers “so much standard equipment for the money, stunning acceleration, top-shelf safety and a solid ownership package”.“This electric SUV has thrown down a hefty gauntlet in challenging its existing competition,” he said.It’s a recipe that makes the 7X our winner for this year’s mid-size SUV category for the CarsGuide Car of the Year.
Best Large SUV Starting Under $100K unveiled!
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By Laura Berry · 06 Feb 2026
The large SUV category (starting under $100K) in the 2026 CarsGuide Car of the Year awards brings together one of the most varied groups of models from the super modern, fully electric high-performance to the super capable, off-road beasts. But all have a family focus with practicality at an affordable price.Our shortlist saw entrants from Chery, Hyundai, Kia, Land Rover, Polestar, Skoda, Toyota and Volkswagen.Now it’s time to announce our final top three, including the winner. First up are the two runners up in alphabetical order, then the category winner.Seven-seat upper-large SUVs aren’t unique but fully electric ones are and the Kia EV9 was not just the first of its kind to come to Australia, but it is also a truly outstanding car and that’s why it has easily made it into our top three.CarsGuide reviewers love how the EV9 provides all the practicality and space that an upper-large SUV should with an advanced electric architecture and a package that feels high quality and stylish.“I think it’s one of the cars of the decade,” said CarsGuide Contributing Journalist Byron Mathioudakis.“I still look at it and it stuns me and I just think it’s beautifully packaged … it’s a Range Rover for Kia money. Korea should be so proud of that car.” While the EV9’s futuristic looks were loved by the team, some thought the high price might put people off. The Toyota LandCruiser helped spark the world’s fascination with SUVs decades ago with its ability to take families on adventures to places regular cars had no hope of ever reaching. But while there’s a multitude of other SUVs out there now, the latest-gen LandCruiser 300 Series is still one of the very best, which is why it’s here on our top-three list. CarsGuide News Editor Dom Tripolone said the LandCruiser 300 was one of the vehicles that did its job well: “It does what it says on the box. It’ll last a long time.”The team mentioned the good resale value of the LC300, its reputation for reliability and that its intended buyer who wants to go off-road or go anywhere will absolutely love it.Hyundai’s new-gen Santa Fe shocked many with its wildly different look to the previous model when it arrived in late 2024.But, while the design was polarising, CarsGuide reviewers couldn’t deny that this was an outstanding SUV in almost every other way. “It genuinely achieves everything it sets out to do,” said CarsGuide Deputy News Editor Tom White. “I also love the design of it – it’s superb.”With a choice of hybrid and petrol powertrains in both front- and all-wheel drive, the Santa Fe is comfortable and easy to pilot in the city or on long haul trips. Available in six- and seven-seat formats, the Santa Fe caters impressively well for families with its practicality and space, plus with its extensive features list and affordable entry price represents excellent value for money.
A better Toyota HiLux! Best US cars Australia deserves
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By Byron Mathioudakis · 05 Feb 2026
In 2026, there are a number of intriguing new models designed and engineered expressly for North America that we think would resonate with Australians.While some are certainly flash and expensive, all are exceptional in some special way.We identify our favourites, and reveal why we’re denied them. Let’s go.The latest Toyota HiLux is… better than before.An appreciable improvement over the previous model launched in 2015, it evolves the series in key safety, comfort and multimedia areas.But the HiLux is far from the best, being a rehash of a much-older design compared to the leading Ford Ranger, Isuzu D-Max and Kia Tasman.Which is where the US-market Tacoma steps in… and up.However, though it uses the TNGA-F body-on-frame platform related to the latest LandCruiser 300 Series and Prado 250 SUV ranges, it is currently a left-hand-drive-only (LHD) proposition, made in Mexico chiefly for North America, so out of bounds for us.But – as Toyota Motor Company Australia’s (TMCA) departing sales boss Sean Hanley recently revealed to CarsGuide – Tacoma is high on the local wishlist, as part of a broader ute strategy that would also include HiLux.“They could live side by side,” he said. “And I think that's the diversity of the requirement of that particular segment and its customers. (Tacoma) would be a more high-end vehicle.“I think that there's a market for that vehicle in the right configuration alongside HiLux.”This one-two ute approach would please both traditionalists and provide a more-effective, premium-positioned weapon against larger, stronger competition.But, it won’t happen in 2026, as the local team appears to await an evolved Tacoma (or similar) that’s said to be in the pipeline for global markets, with more-suitable engine options for Australians than the existing 2.4-litre turbo and turbo-hybrid petrol-powered choices. And possibly cheaper sourcing than from America.If you’re a Toyota fan and the latest HiLux doesn’t quite do it for you, the right Tacoma cannot come soon enough.Oh, and while you're at it, can TMCA also release the US-market retro-style round-light Prado 250 to Oz, please?Five years after storming North America, the Maverick continues to sell better than ever, with over 155,000 units shifted in the US alone last year.Made in Mexico, the ute that looks like it was designed by Ikea isn’t the first of its type. But where the Ford differs from other car-based monocoque-bodied dual-cab utes is in its perfect proportions: it seems consumers love the compact yet confident pick-up look.Yet that’s not the only reason why we reckon the Maverick would win over Australians. A sub-$40K asking price, for starters, would help, given the cheapest new Ford passenger vehicle, the base Everest, costs nearly $60K. And the petrol-hybrid powertrain would woo more than a few would-be BYD Shark 6 buyers.So, why can’t we buy one here? The official reasons are no right-hand drive (RHD) production and a lack of production capacity keeping up with demand, though the fear of stealing sales from Ranger must surely also factor in. Yep, the fear of cannibalism from within is real at Ford.With timeless styling, a sumptuous cabin for seven, alluring luxury and the option of up to four electric motors, the R1S is an American flagship SUV EV that seamlessly blends performance, opulence, practicality and desirability.And while a massive battery pack ensures outstanding range, the Rivian’s off-road prowess makes this a reinvented Range Rover for today.The bad news is that RHD seems unlikely. While many top-end full-sized SUV EVs miss the mark for consumers, the R1S provides a most-compelling alternative. It even helped achieve a “most loved brand” accolade from Consumer Reports in 2024, highlighting this newcomer’s immense achievement.We’ve already spotted R1S’s related electric ute sibling at Ford’s Australian headquarters, presumably undergoing competition evaluation, suggesting the Ranger may eventually follow suit. But that’s another story.It also speaks volumes about how esteemed this 600km-plus luxury pick-up is. Classy, capable and high quality, it seems to embody the polar opposite of a Tesla Cybertruck. And we’re here for that.But the only RHD Rivian coming will be this year’s smaller, all-new R2 SUV, but that’s only currently confirmed for the UK.You’d think the R1T would be a no-brainer in ute-obsessed Australia. Pity.Unlike every other Charger since 1966, today’s eighth iteration breaks from the traditional American muscle-car formula.Built on an albeit heavily-modified premium platform also underpinning a number of larger Jeep, Alfa Romeo and Maserati models within the Stellantis portfolio, the sleek, evocative body offers three-door and five-door liftback styles, rather than the expected two-door coupe or fastback designs associated with so-called pony cars.With no V8 Hemi in sight, today’s Charger spec consists of twin-motor and triple-motor all-wheel drive EV choices, or a 3.0-litre twin-turbo in-line six-cylinder petrol engine dubbed ‘Six Pack’. Fans of Australia’s legendary Chrysler Valiant Charger R/T E49 of 1971 would know exactly what that entails.But inevitably we miss out again. Yes, Autogroup International does offer a remanufactured RHD version for an undisclosed premium, but we imagine it would be far-more expensive than the $85K-plus Ford Mustang GT.The Lucid Air represents the pinnacle of American luxury sedan development.Exquisitely designed, beautifully packaged, blisteringly fast and incredibly efficient even by EV standards, this ultra-high-tech alternative to a Mercedes-Benz S-Class pushes flagship-sedan boundaries with the no-compromise vision of a company determined to succeed against near-insurmountable odds.More romantically-inclined automotive historians might liken the Air as kin to ambitious but doomed heroes like the 1937 Cord 810, early Lincoln Continentals and even the Tucker 48 Torpedo, but the sheer competence and abilities of the Lucid mean this is a Tesla Model S smasher for the head as well as the heart. Except, not for Australians.
Toyota tumbles in bizarre start to 2026
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By Andrew Chesterton · 04 Feb 2026
The Australian new-car sales race is off to a bizarre start to 2025, with the usually bulletproof Toyota taking a significant hit in January, while other once-robust segments continue to shrink.
Why big utes cost so much in Australia
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By Byron Mathioudakis · 04 Feb 2026
Why do the full-sized American dual-cab pick-ups cost so much in Australia?In 2019, the price gap between the range-topping Ford Ranger Raptor mid-sized ute from $75,990 and the cheapest Ram 1500 Express from $79,950, was less than $5000.But, while today’s Raptor has jumped to $90,690, the least-expensive Ram has leaped to $141,950 in Laramie Sport and Rebel grades.The price difference between the two utes is 10 times more than what it used to be.So, what gives, especially when, back in its US home market, said Rams kick off from just over $A92,000 post-currency conversion. Even with the cost of shipping, shouldn’t the 1500 slip in at under $100K?As it turns out, not a chance.Not even with lower ex-factory pricing for third-party importers Ateco Automotive, since the Ram, like all of the full-sized American utes, must undergo highly complex and very expensive transformation processes before and after each model lands on Australian soil.One that goes well beyond swapping the steering wheel over to the proper side.To start with, even prior to launch, there are mandatory Australian compliance and Australian Design Rules certification assessments required to be conducted in conjunction with the original manufacturer and factory. This can take months or years to complete.Once the green light is given, and a suitable vehicle engineering firm such as the Walkinshaw Automotive Group is chosen (as is the case with Ram as well as General Motors Special Vehicles’ Chevrolet Silverado and the Toyota Tundra), the utes can then be shipped over to the various remanufacturing facilities in Australia.Post customs, we’re talking about traditional production-line factory processes here, complete with all the necessary specialised equipment and skills required to handle intricate conversions.It’s worth keeping in mind that all the utes are imported as complete vehicles, in original left-hand drive (LHD) configuration, from North America, before being stripped down to thousands of pieces in Melbourne, in preparation for right-hand drive (RHD) conversion. Engines, body panels, lights, axles, wheels, dashboards, seats, trim, wiring looms… the works.One of the upshots of all this is the level of Australian engineering expertise that has been kept alive since local full-vehicle manufacturing ceased here in 2017. Many of the employees are ex Holden, Ford and Toyota.Taking in management, engineering, production-line and supplier-related personnel, the headcount in Australia alone is said to exceed 3000 people between all four brands.And still the costs add up.Then the utes undergo the remanufacturing processes, using bespoke parts necessary to meet both RHD and ADR requirements.Note that these can run up to 500 or more unique pieces per vehicle, depending on model, with many sourced within Australia using local suppliers, though some original North American factory assistance does also occur at times.It’s also worth bearing in mind that some of these parts can cost hundreds of thousands of dollars to tool up here.Some vehicles require over 80 man-hours to complete the conversion job. Ram says its 200-plus production-line staff can make up to 20 utes per day, or 100 per week, depending on demand.Plus, significant investment has already been undertaken to boost production capacity, in larger and more efficient production facilities at Walkinshaw Automotive Group in the lead up to the latest Ram, Silverado and Tundra.Whether these currently run at their intended capacity following the 17.5 per cent sales downturn in full-sized American utes in Australia is not known.All this has to happen before the finished, RHD utes leave their remanufacturing facilities, to be stored and then trucked to dealers right around the country. Distribution is yet another massive expense that needs to be factored in.Then there is the added cost of meeting customer expectations.While nobody will confirm this on the record, we understand that the Australian remanufacturing processes extend to significantly improving the quality compared to the original factory source, creating extra cost to the models sold here.With over 800,000 F-Series trucks (making it America’s best-selling vehicle, period), 577,000 Silverados (at number two) and 374,000 Rams (in fifth spot overall) sold in the USA last year, the market is hyper-competitive, meaning costs are cut to keep prices low and production is fast to meet demand.The step-up in quality for Australians extends to ordering higher-specification audio, display screens, seating and trim components from the manufacturer, or replacing inferior parts with better locally-supplied items. Hard plastics and fibreglass materials just won’t cut it at the retail prices required to make a profit on these utes.Furthermore, local consumers are used to a high degree of equipment and demand best-possible safety, adding tens of thousands to the bottom line.Little wonder, then, that each model now starts at well over $120,000 on the road when it finally makes it to dealer forecourts throughout Australia, extending to nearly $200,000 for luxury grades and over one-quarter of a million dollars for specialty versions like the (now discontinued but still in stock) high-performance Ram TRX.Whether the market is willing to sustain six-figure utes at profitable volumes is another matter, but at least now you know why American pick-ups are so expensive in 2026.
Popular Toyotas cop price rise
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By Jack Quick · 03 Feb 2026
Toyota Australia has increased the asking price of a number of its popular SUV models.From January 1, 2026, the Toyota C-HR, LandCruiser Prado and LandCruiser 300 Series all received price hikes of up to $1500, depending on the model and variant.“Toyota is committed to keeping price increases to a minimum. These changes came into effect recently due to increased costs and inflationary pressures both here and overseas,” said a Toyota Australia spokesperson.The 2026 Toyota C-HR is now priced from $46,940 before on-road costs to $58,890 before on-road costs. Pricing for the entire line-up is $1500.The 2026 Toyota LandCruiser Prado is now priced from $73,200 before on-road costs to $100,690 before on-road costs. Pricing is up $700 across the line-up.The 2026 Toyota LandCruiser 300 Series $99,340 before on-road costs to $147,160 before on-road costs. Pricing is up $1000 across the line-up.Pricing tables for all three Toyota models are at the bottom of this story.This is the first time the current-generation Prado has received a price rise in Australia since it was introduced in late 2024.Since it first launched, Toyota introduced a five-seat version of the popular GXL mid-spec variant following criticism of the compromised boot space of the seven-seat versions.The Prado was also the third best-selling Toyota model in Australia during 2025, behind only the popular HiLux and RAV4.While the existing LandCruiser 300 Series with its 3.3-litre twin-turbo V6 diesel engine almost already reaches $150,000 before on-road costs, it’s expected to surpass this with the forthcoming 3.5-litre twin-turbo V6 petrol ‘Performance Hybrid’ GR Sport and Sahara ZX trims.While the first-generation Toyota C-HR was a sales success, sales of the current second-generation which was introduced in 2024 have been notably softer.During 2025 a total of 2892 examples were sold which is up 2.3 per cent year-on-year. However over the same period Toyota also sold 12,686 examples of the similarly sized Corolla Cross.This is likely due to the fact the current C-HR is much more expensive than it was. It’s now sourced from Turkey instead of Japan and as a result incurs a five per cent import tariff.2026 Toyota C-HR pricing:2026 Toyota LandCruiser Prado pricing:2026 Toyota LandCruiser 300 Series pricing:
Toyota GR86 2026 review: GTS Dynamic Performance Pack
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By Chris Thompson · 02 Feb 2026
The 86 was, when launched, extremely affordable but has since become more expensive, and getting into a top-spec version of the GR86 is a task that’ll sap $20,000 more from your wallet than the original 86 base model.
To find out if it’s worthwhile, we’ve snagged a 2026 Toyota GR86 GTS with optional Dynamic Performance Pack.
$60K off! Savage ute discounting reveals huge issues
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By Byron Mathioudakis · 01 Feb 2026
Is Australia’s fascination with XXL utes waning?Ten years on from the introduction of the first Ram full-sized pick-up series converted from left-hand drive (LHD) to right-hand drive (RHD) in Melbourne, what was shaping up as a growing segment with massive promise has instead floundered in recent times.In 2025, despite recent introductions of new and/or improved models from Ram, Ford, General Motors and Toyota, sales in the Pick-Up/CC Utes above $100,000 category in Australia tumbled by 17.5 per cent compared to the year before.This has resulted in just 8763 registrations – down from 10,611 units the year before – between four main players: Ram 1500/2500/3500, Chevrolet Silverado 1500 and Heavy Duty, Ford F-150 and Toyota Tundra.A very small pool for such big fish to hunt in. And yet there are further pitfalls that lay ahead for the not-so-humble American pick-up as we know it.There are currently other, smaller firms importing and converting specific models from the USA vying for largely the same market.One of the higher-profile ones is Brisbane-based AusEV, that has specialised in distributing and even exporting locally-remanufactured RHD versions of the Ford F-150 Lightning electric vehicle (EV) since 2024. Its main buyers are commercial, mining and agriculture based.Now representing somewhat of a bargain amongst full-sized utes, AUEEV’s Lightning in base Pro 98kWh guise has just had its price slashed by an almost unbelievable $60,000, from $169,990 to $109,990, before on-road costs.This makes it the least-expensive big ute currently offered in Australia, undercutting the cheapest, which happens to be the turbo V6-petrol powered F-150 that Ford Australia also has remanufactured from LHD but by a different entity, by about $5000.With last month’s announcement that global Lightning production has already ceased due to a lack of sales and steep losses, AusEV says that the F-150 Lightning pricing reflects its run-out mode status, ahead of a petrol-electric hybrid replacement – dubbed F-150 Lightning EREV (Extended Range EV) – taking over from 2027.Whatever the case, it’s another thorn in Ford Australia’s side, with its own F-150 finding just 792 buyers last year, due in part to stop-sale actions as a result of technical issues, that are said to have since been resolved with the recently-launched Series II models.Now, whether the F-150 can also fend off further internal competition in the form of the high-profile Ranger Super Duty, which offers some of its towing capabilities but for much less money, remains to be seen.The F-150’s 2025 sales tally was even beaten by the Tundra’s disappointing 837 units, even though it costs substantially more, though whether the Toyota is profitable as a result is not known.Finally, the big ute market in Australia has also come under pressure from Chinese utes like the BYD Shark 6 PHEV (plug-in hybrid EV) and GWM Cannon Alpha, which are slightly larger than most traditional mid-sized utes.At the Cannon’s 2024 local debut, a spokesperson even referred to it as straddling the two ute size classes, though the tape measure suggests this is optimistic.So, what’s changed in the market to cause the big-ute sales decline? Runaway pricing must surely factor strongly.Back in 2018, Ram had enjoyed surprisingly strong sales in a specialist market largely all to its own, thanks to the DS-series 1500 being successfully touted as “Eating Utes for Breakfast” from around $80,000. To put that into context, the Ford Ranger Wildtrak only cost about $5K less.Whilst lacking the latter’s sophistication, safety and finesse, the 1500 boasted both impressive girth and an evocative V8 Hemi gurgle, capturing an enthusiastic outer-suburban and rural niche where size and bulk are assets, not liabilities.But by 2024, the DS-series 1500 had been superseded by the far-more high-tech DT-series, starting from $142K. While the Ram has remained the most popular big ute in its class for eight years running, at 2674 units last year, its share slid by over 17 per cent.Exacerbating the situation is the decision to drop the old Hemi V8 for a high-tech six-cylinder turbo-petrol powertrain which, on paper, is better in every major metric, including performance and economy.But while hardcore fans have complained loud enough worldwide for Ram to reintroduce the V8 in America this year, Australians may have to wait much longer for its return.That said, there are still plenty of unsold 2024 model-year DT 1500 V8s available at dealers around Australia at the time of writing, so maybe the market for such pick-ups has been satiated anyway.Either way, with the high cost of remanufacturing today’s far-more highly-specified utes from LHD to RHD in Australia, it seems almost certain that the days of sub-$100K pricing for these big utes are gone – along with the consumers who bought these in the first place.Will American pick-up sales turn around? Don’t hold your breath.
Toyota reveals battle plan as it fights China
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By Andrew Chesterton · 31 Jan 2026
Japanese automakers are facing a future-threatening crisis that threatens their very survival, says Toyota's global CEO Koji Sato, speaking in his role as chairman of the Japan Automobile Manufacturers Association .As reported by US industry title Automotive News, one of the world's most important automotive CEOs has unveiled a seven-point plan to ward off new challengers, principally from China, before calling on Japanese auto makers to unite in the face of the challenge."The question is how we can identify Japan’s winning strategies,” the executive said. “To survive the current difficult environment and grow as a mobility industry, I believe it is essential for the entire auto sector to unite and enhance our international competitiveness.”Mr Sato has identified seven major challenges facing the Japanese industry, and how to combat them, and has called on all members of the Japan Automobile Manufacturers Association to support the "plan of action".Step one in the plan is to lock down a stable supply of rare earth materials and lithium, given Japan’s dependence on their import. That puts the country on a collision course with China, who has exerted influence over supply chains.Step two is to forgo an EV-only approach to its future, with Toyota’s long-touted “multi-pathway approach” that focuses on hybrid, plug-in hybrid and pure-petrol powertrains in the mid-term. Toyota is also a supporter of hydrogen fuel cell technology.Step three is to invest in the most circular economy possible, linking brands together in tracing data and componentry.Step four is to take a lead out of Korea and China’s books, with both countries only too happy to embrace international expertise, be it in design or engineering. The plan highlights the challenge of attracting international talent to Japan, and insists that must change, especially in an era of software-heavy vehicles.Step five is to chase-down Tesla in vehicle autonomy - a field Japan was once a leader in - by removing regulatory roadblocks and introducing a locked-in deadline for full autonomy.Point six is to reform the taxes applied to vehicle sales in Japan, which can add up to thousands of dollars over the ownership cycle of a vehicle.And finally, point seven is to lower production costs by commonising componentry at scale, and building efficiency into the supply chain.“I believe it’s crucial to focus on how we can revitalise Japan’s automotive industry while building a sustainable business model,” Mr Sato said at a JAMA function. “I will strive to ensure Japan’s automotive industry can play a solid role within the global landscape.”