by Electric pickup presentation
Earlier this month, Toyota unveiled its long-awaited battery-electric Hilux, built on a completely redesigned ninth-generation platform. Although the powertrain specifications for the model have already been released, Toyota has not yet confirmed prices, noting only that they will be “attainable”.
Sales markets and target customers
The full list of markets where the Hilux BEV will be sold remains unclear, but it is known for certain that Australia will be among them. Local buyers will be able to purchase the electric pickup in the first half of 2026, with Toyota initially focusing on corporate fleets rather than private owners. Large mining enterprises are expected to be the main clients, given the suitability of electric powertrains for underground work.
Pricing expectations
During a recent conversation with a local publication about the new pickup, Toyota Australia Vice President of Sales and Marketing Sean Hanley noted that the electric Hilux “will cost more than the diesel cars we have now.” Prices for the new Hilux with a mild hybrid diesel engine will start from 65,990 Australian dollars, and it is quite possible that the electric version could add another 15,000 Australian dollars to this amount, placing this model at the top of the Hilux range.
We know it won’t be our biggest seller, but it has to be competitive and accessible for those who want it, so it has to be attainable.
There’s no point in releasing it if it costs a hundred thousand, you know? It has to be attainable.
Technical specifications
Toyota equipped the Hilux BEV with a small 59.2 kWh battery and two electric motors with a power of 193 hp. The stated range of the pickup is only 149 miles.
Niche potential
Despite some interest from private buyers, Hanley realistically assesses this model’s place. He describes it as a niche vehicle created with a clear intent, not with ambitions to conquer a broad market.
Where it will find demand is in the mining industry – significantly. Again, I don’t want to sit here and tell you: ‘It will conquer the world with volumes.’ It won’t. It’s not built for that. We’re not launching it for that.
However, he acknowledges that there may be some cross-demand: “There is a niche market where we can place this car, and in the mining industry, I think, will be our biggest target market. That doesn’t mean that some tradespeople might not want it. They might… it’s possible.”
The electrification of workhorse models like the Hilux opens up new opportunities for industries where environmental friendliness and working in enclosed spaces are becoming priorities. While the range may seem limited for the general market, for target sectors such as mining, this model could offer significant advantages, including reduced noise, zero emissions, and lower operating costs. The success of this Toyota strategy may determine how traditional manufacturers adapt their icons to the era of electromobility, focusing on specific needs rather than mass adoption.
