Toyota Hilux celebrates 50 years in NZ as electric future approaches

The Toyota Hilux is celebrating 50 years in New Zealand, marking a milestone for one of the country’s most recognisable vehicles and a model that has become woven into Kiwi culture.

First arriving on local shores in 1976, the Hilux has spent five decades building a reputation for toughness and dependability – first on farms and worksites, and later as one of New Zealand’s most recognisable automotive nameplates.

Toyota New Zealand celebrated the anniversary at the local launch of the all-new model this week, reflecting on a vehicle that has become more than just a ute for many Kiwis.

“You often see Hiluxes everywhere,” said Toyota New Zealand Vice President, Andrew Davis..

“They’re often dusty, they’re usually carrying something, they’re almost always doing a job for someone that only a Hilux can do.”

The Hilux’s early years in New Zealand looked very different from today. Initially imported as Completely Knocked Down (CKD) kits from Japan, vehicles were assembled locally at plants in Christchurch and Thames due to New Zealand’s heavily regulated manufacturing environment.

Toyota wasn’t first to market with a Japanese ute, with Datsun and Mazda already established players, but the Hilux quickly gained momentum. Within seven years of arriving, it had become New Zealand’s best-selling light commercial vehicle.

Back then, the Hilux was a much simpler machine. The original local model was a rear-wheel drive ute powered by a modest 1.6-litre petrol engine.

Even in those early days Toyota was already building its reputation around durability, reportedly subjecting the ute to tests such as climbing a 20-degree incline carrying a one-tonne payload.

That emphasis on toughness helped establish the Hilux image, but advertising arguably turned it into a household name.

The partnership between Toyota New Zealand and Barry Crump in the early 1980s produced one of the country’s most memorable advertising campaigns. The ‘Crumpy and Scotty’ series ran from 1982 through to 1996 and helped cement the Hilux as a symbol of rugged Kiwi life.

Later came the famous “Bugger” campaign in 1999, which generated more than 100 complaints but ultimately became one of New Zealand advertising’s most enduring moments.

The Hilux’s sales history has also been formidable. It became New Zealand’s best-selling light truck in 1982 and held the top spot in the light commercial market for decades. At its peak it accounted for more than 40 per cent of the segment.

Toyota says around 135,000 Hiluxes remain on New Zealand roads today, with an average age of 15 years – a statistic that perhaps says as much about owner loyalty as it does durability.

The milestone also arrives at a major turning point for the model.

Toyota New Zealand has just launched a significantly updated Hilux range, featuring 12 variants spanning SR, SR5, SR5 Limited, and Adventure grades, with prices ranging from $49,990 to $63,990.

For the first time, the Hilux lineup is also expanding beyond diesel power. Toyota has confirmed diesel, hybrid, and battery-electric versions, with the first EV Hilux due to arrive 'in limited numbers' during 2026. 

Offered in SR and SR5 double-cab all-wheel drive configurations, it uses a 59.2kWh battery pack and offers a claimed driving range of around between 245 - 315km. Final price and specification of New Zealand's first electric Hilux is expected to be released in the coming weeks.

 While rivals like the Ford Ranger have dominated the sales charts in recent years, the Hilux continues to hold a unique position in New Zealand.

In 2025 it recorded 8153 sales and remained the country’s third best-selling vehicle overall.

Fifty years after arriving in New Zealand, the Hilux appears to be doing what it has always done: quietly getting on with the job.