Toyota’s New Hilux: Catch-Up Job or Just Lipstick on a Legend?

New Hilux Gen 9 dropped… and the press release nearly put me to sleep. More B-N-G than bold revolution? Ride tweaks, fancy cabin, mild hybrid, but is it enough against the Ranger, D-Max and the rest? This Old-school Hilux fan gives his honest (and spicy) take.

We haven’t driven one yet, and after this article we probably won’t get an official invite either. Reading the press release for the ninth-generation Hilux put me to sleep more than once, so I’m only now putting my thoughts down. Truth be told, it reads like a brand that’s had its own way for too long. In that arrogance it feels like they’ve fallen behind the pack and are now throwing everything, including the kitchen sink at the “All New” Hilux just to play catch-up.

In the motorcycle world we call it B-N-G, Bold New Graphics. It’s not a compliment. It’s what you do when you release a “NEW” model with minimal real changes so you can charge more and hope enough people fall for it. This press release feels dangerously close.

3. Toyota’s New Hilux_ Has the ride quality been significantly improved — Has the ride quality been significantly improved.

The Changes: Mostly Lipstick?

New body? B-N-G.
Bunch of gadgets chucked on? Check.
Suspension “tuned” for better ride? Sure.
The headline act is bolting on a 48-volt mild-hybrid motor pack to some models to help the aging engine. The rest, in my moderately humble opinion, is lipstick, powder, and paint.

I’m no leading motoring journalist. I’m not even known in that side of the industry. And I’m definitely not a Hilux hater. My father drove them in the ‘80s, and a big chunk of my driving skills came from chucking those old ones sideways through mealie fields and farm roads. I’ve got fond memories and a soft spot for the thing, same as most South Africans. It’s like our relationship with the old Beetle; somewhere along the line we’ve all driven one.

4. Toyota’s New Hilux_ The Hilux has gone from workhorse to status symbol — The Hilux has gone from workhorse to status symbol.

Ride Quality: The Big One

I’m also an enthusiast who can spot bullshit fairly quickly. Skimming the Toyota press release, I was hoping to see them directly tackle the well-known shortcomings owners talk about when they let their guard down.

Especially ride quality. Toyota clearly knows it’s an issue, judging by this excerpt: “Research consistently highlighted opportunities to improve ride comfort and refinement while maintaining the durability and capability expected of Hilux…” They talk revised suspension geometry, enhanced damping, refined steering, better gravel-road behaviour, reduced vibration, and a more planted feel.

All good things on paper. But I was hoping for something meatier, a proper redesign of the suspension and chassis architecture to bring it properly up to date. Instead we got spin-doctor jargon. My heart still swells when I see Giniel, Henk or Nasser putting the Gazoo Hilux on the podium in the past, developed right here in South Africa. After 58 years they’ve earned the legend status. But the everyday bakkie?

5. Toyota’s New Hilux_ The interior has had a modern update — The interior has had a modern update.

From Workhorse to Status Symbol.

Back in the day we all understood the Hilux as a well-priced, tough-as-f##k workhorse that was reliable as sunrise, comfortable enough for Mom and Dad up front while the kids jolled in the back under the canopy on the way to the coast. Slowly but relentlessly, “Daai Wit Bakkie” became a status symbol for a certain crowd, complete with the sticker that says “It’s not a Bakkie - It’s a Hilux.” Sssssirriusly?! Yes, it’s a legend worldwide, but it does feel like it’s lost its way a bit.

6. Toyota’s New Hilux_ These still make my heart swell with pride — These still make my heart swell with pride.

Cabin & Tech: Reimagined or Just Updated?

The interior section of the release just reinforces that feeling. “A Cabin Reimagined for Modern Life” with horizontal dashboard, better ergonomics, premium materials, dual 12.3-inch screens on higher models, wireless everything…” It’s not bad. But with all the money saved on R&D and rebadging other stuff over the years, I was secretly hoping for something more groundbreaking, some proper next-level suspension magic or even wilder ideas on the engine side. No such luck.

The design direction? “Cyber Sumo” philosophy. Cyber for the tech, Sumo for the toughness. Slimmer LEDs, wider grille, new wheels, integrated steps at the back. It’s evolutionary. Some will love it. To me it looks suspiciously like they started rebadging Mitsubishi Tritons. But hey, maybe I’m just being a dickhead.

Range, Pricing & Peace of Mind

The range has been simplified with SRX, Raider, Raider X and the flagship Legend (with the mild hybrid). Pricing starts at R658k for a base double cab SRX and climbs to R999 900 for the loaded 4x4 Legend MHEV. That’s serious money. You get a 3-year/100 000km warranty, solid service plan, and the mild-hybrid battery gets 8 years/160 000km. Not terrible, but at these prices it needs to feel worth it.

7. Toyota’s New Hilux_ How does it stack up against the competition — How does it stack up against the competition.

Top Trumps: Hilux Gen 9 vs The Rest

I haven’t driven the new one yet (and probably won’t be invited after this), so it might actually be quite good. The Toyotaholics and “It’s not a bakkie…” faithful will probably rush out and buy them anyway in the usual pissing contest. Fair enough.

For fun, here’s a quick Top Trumps rundown in the double-cab 2.8-litre territory:

Toughness & Reliability:

Hilux: King. Bulletproof reputation, resale holds like gold, parts everywhere.
Ford Ranger: Very strong, but not quite the Toyota myth level.
VW Amarok: Solid German build, but more complex.
Isuzu D-Max: Tank-like and climbing the sales charts fast.
Mitsubishi Triton: Tough enough, but still the underdog.
GWM P Series: Improving fast, but unproven long-term.
Nissan Navara: Capable, but feels forgotten.
Mazda BT-50: Basically an Isuzu in fancy clothes, reliable but overlooked.