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← Newsroom/EVs & hybridsUtes & 4x4s

Toyota Hilux 2028: hydrogen ute with 400km range teased amid Dakar shakedown

Compiled by ADME Newsroom from 2 sources

First reported by Chasing Cars · 18 September at 12:28 pm

Who's covering this — 2 articles

Motoring press
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EV specialists
1
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Image: Chasing Cars

The quick read

Full coverage

Chasing Cars·Motoring press·18 September at 12:28 pm

Toyota Hilux 2028: hydrogen ute with 400km range teased amid Dakar shakedown

Toyota has released a teaser image of its incoming hydrogen-powered Hilux and backed it up with a target of 400 kilometre of range and a 2.5-tonne towing capacity. The Hilux FCEV (fuel cell electric…

Read at Chasing Cars →
EV Central·EV specialists·18 September at 9:30 am

Is this the anti-Toyota HiLux EV dual-cab ute? MG U9 electric ute priced from $78,990 with 430km range and 3.5-tonne towing

MG has priced its new U9 EV at $78,990 plus on-road costs, putting the electric ute directly up against the The post Is this the anti-Toyota HiLux EV dual-cab ute? MG U9 electric ute priced from…

Read at EV Central →

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The quick read

  • Toyota has released a teaser image of its incoming hydrogen-powered Hilux with a target range of 400km and 2.5-tonne towing capacity.
  • The MG U9 EV is priced at $78,990 plus on-road costs, directly competing with the upcoming hydrogen-powered Hilux.
  • The hydrogen-powered Hilux and the MG U9 EV will drive increased showroom traffic as customers compare these new technologies and models.
  • Dealers who can discuss the benefits and limitations of hydrogen power and electric utes will be well-positioned to capitalize on customer interest.

For dealers: Australian dealers need to be prepared to discuss the benefits and limitations of hydrogen power and electric utes as these new models arrive in the market.

AI-assisted summary of the coverage below — check the original reporting before relying on specifics.

ADME commentary

The ADME angle

The Toyota Hilux's move to hydrogen power with a 400km range and 2.5-tonne towing capacity directly challenges the emerging electric ute segment, where the MG U9 EV is priced at $78,990 plus on-road costs.

Competitor Response

MG's pricing strategy for the U9 EV puts it in direct competition with the upcoming hydrogen-powered Hilux, which could force other electric ute manufacturers to reassess their pricing and feature offerings.

The Hilux's towing capacity is a key factor in the ute segment, and Toyota's target of 2.5 tonnes will put pressure on electric ute manufacturers to match or exceed this capability.

Showroom Traffic and Stock

The arrival of the hydrogen-powered Hilux and the MG U9 EV will likely drive increased showroom traffic as customers seek to compare these new technologies and models.

Dealers who are prepared to discuss the benefits and limitations of hydrogen power and electric utes will be well-positioned to capitalize on this increased interest.

Pricing and Margin

The pricing of the MG U9 EV at $78,990 plus on-road costs suggests that the electric ute segment is targeting a premium position, which could impact profit margins for dealers.

To remain competitive, dealers may need to carefully manage their pricing and inventory of electric and hydrogen-powered utes to balance customer demand with profit expectations.

One decisive action a dealer could take this week is to review their current inventory and pricing strategies for utes and develop a plan to educate their sales staff on the benefits and limitations of hydrogen power and electric utes.

Go deeper — ADME analysis

  • VFACTS May 2026: a Tesla outsells every ute, and the market keeps shifting →
  • NVES and the FBT change: the two policies quietly reshaping what Australia buys →