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Fortuner faces declining sales due to shifting preferences. It lags behind rivals with its older platform and lack of modern features. Its rivals offer better features and value at lower prices. A third-generation Fortuner with advanced tech and a new engine is expected by 2025-26.
Toyota Fortuner is the top-selling full-sized, premium SUV in the country. However, the SUV has been experiencing a sales decline in recent months due to a shift in customers’ preferences toward midsize SUVs and family cars. In July, August, and September 2024, the Japanese automaker managed to sell 2,380 units, 2,338 units, and 2,473 units of the Fortuner, respectively. The numbers increased to 3,684 units in October but declined again to 2,865 units in November 2024.
Why Are Fortuner’s Sales Declining?
In addition to changing market trends, other key factors contribute to the Toyota Fortuner falling behind, including its outdated platform, design language, lack of modern amenities, and weak value proposition.
Outdated Design and Platform
The SUV’s current generation is based on an older ladder-frame chassis, which is robust for off-road capabilities but compromises cabin comfort and handling when compared to monocoque SUVs like the Hyundai Tucson. The Fortuner’s design language now feels outdated compared to its modern competitors such as the Jeep Meridian and MG Gloster.
Lack of Modern Features
While most of its rivals offer wireless smartphone connectivity, connected car technology, panoramic sunroofs, and ventilated seats, Toyota’s premium SUV lacks all these features. Furthermore, competitors like the Gloster, Tucson, and Meridian provide an ADAS (Advanced Driver Assistance System) suite, whereas the Fortuner only offers basic safety features.
Pricing vs. Value Offered
The price of the Toyota Fortuner is relatively higher than its rivals, which raises questions about its value proposition. Competitors offer more features and better refinement at a lower price, making them more attractive to potential buyers.
Need for a Generational Change
The Toyota Fortuner was first launched in 2009 and entered its second generation in 2016. The SUV is now poised for a third-generation shift, likely to happen in 2025 or 2026. Toyota is expected to address all the aforementioned issues with the new Fortuner, which will switch to the TNGA-F platform. The new model will also feature ADAS technology, including the Toyota Safety Suite, along with vehicle stability control and a hydraulic steering system. Significant design updates are also anticipated.
The next-generation Fortuner will come equipped with a 2.0L turbo petrol engine, replacing the existing 204bhp, 2.8L turbo diesel motor. This new powertrain is claimed to be 30% more energy-efficient than its predecessor and will produce lower carbon emissions. Toyota states that its new turbo petrol engine is nearly 10% smaller than its other engines while delivering higher power output.
About Author
Chhavi
Sub-Editor
Chhavi Kaushik is a seasoned content writer with over a decade of experience, beginning her career in 2010. Her fascination with automobiles led her to the industry in 2014. As a freelancer, She has contributed to some of the most reputed online automotive publications, consistently delivering fresh updates on the latest automotive events, product launches, car reviews, and critical industry insights.
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