Toyota Is Axing the Toyota Fortuner in Australia Due to Slow Sales

Believe It or Not: Toyota Is Axing the Toyota Fortuner SUV Due to Slow Sales

The Toyota Fortuner, a rugged, ladder-frame SUV, is being discontinued in Australia by 2026 due to poor sales. Despite Toyota being the world’s biggest automaker and SUVs dominating the market, the Toyota Fortuner has failed to find its footing in the Land Down Under. The Toyota Fortuner is being outsold eight to one by its more expensive sibling, the Land Cruiser Prado, forcing Toyota Australia to streamline its lineup.

A Fortuner That’s Losing Its Shine

The Toyota-Fortuner is a purist’s SUV, built on the same indestructible platform as the Hilux, much like the 4Runner is to the Tacoma. It is immensely popular in many markets, continuing to dominate the midsize SUV segment in India (through 2024) and the Philippines (through September 2025).

But that’s not the case in Australia. The Toyota Fortuner is in peril of getting axed.

A Shift in the Australian Market

According to a report from Drive, Toyota has decided to pull the plug on the Toyota-Fortuner in 2026. The model has been overwhelmingly outsold by the Land Cruiser Prado (known as the Land Cruiser 250 in other parts of the world).

To put things in perspective, Toyota sold just 2,928 Fortuners so far in 2025, while the Land Cruiser Prado managed 23,298 units. The Prado outsold its sibling 8-to-1, despite the Prado (AUD $77k-$106k) being significantly more expensive than the Toyota Fortuner (AUD $58k-$71k).

Cannibalization and Market Behavior

The decline of the Toyota Fortuner can be traced directly to the Prado’s popularity. The Prado benefits from a stronger appeal and rides on a newer platform, compared to the aging IMV platform of the Toyota Fortuner. With the upcoming next-generation Hilux (using a revised IMV platform) expected by mid-2026, Toyota Australia is set to concentrate on models with stronger market demand: the Prado, the Land Cruiser 300, and the new Hilux.

This contrasts with the US market, where the 4Runner (the Toyota Fortuner’s equivalent) consistently outsells the Land Cruiser, proving that two rugged SUVs can coexist when positioned correctly.

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