Toyota Prado : In a surprise turn of events in the ultra-competitive large SUV market in Australia, Ford’s Everest once again outsold the recently updated Toyota Prado and further cemented its status as market leader.
While Toyota has now updated the legendary Prado after a 15-year stint in limbo, Ford’s patient assault with its range of Everests has paid off taking some more of Toyota’s once unwavering stranglehold of the market.
The Battle of Titans
The big SUV category has always been a bloodbath for car-makers jostling for the heart and soul of the Aussie family buyer and weekend-warrior wannabe.
For many years, it was the Toyota Prado that ruled the roost, a model that became synonymous for bullet-proof reliability and genuine off-road capability. But Ford’s second-gen Everest, which appeared in 2022, has been a slow erosion of Toyota’s market lead.
“The all-new Prado will definitely have no shortage of potential customers but Ford will not want to lose its pole position in the large SUV market in 2025,” industry analyst forecasted earlier in the year.
But against the odds, the Blue Oval has been able to maintain its number one spot even when giving up market share to the all-new Toyota Prado 250 Series.
Price Point Advantage
Strategic pricing was one of the most alluring factors that culminated the Everest’s success.
The 2025 Ford Everest Sport V6 is $74,690 before on-road costs, while the equivalent 2025 Toyota Prado GXL is priced from $79,990 – giving the Ford a significant $5,300 head start in the pricing battle.
This a huge price difference and it’s even larger when you look at the more expensive models. Everest Platinum, Ford’s top grade, starts at $80,154 plus on-roads, and Toyota’s top grade Prado Kakadu asks a hefty $99,990 before on-roads.
This sizable value difference has been influencing budget-conscious consumers who want the luxury but not the luxury price.
The Power Play
A variety of powertrains in Ford’s line up has been an important factor in the company’s market success. There are two interesting engine options for Everest, a 2.0-litre bi-turbo diesel four-cylinder good for 154kW/500Nm, and a more powerful 3.0-litre turbo-diesel V6 making the most grunt (in this class) with 184kW/600Nm. Each is mated to a slick 10-speed automatic transmission.
Toyota Australia’s 2025 Prado, on the other hand, is confined to a single engine offering – a 2.8-litre turbo-diesel four-cylinder shared with the Hilux ute, and at the lower end of the power spectrum.
Other markets get the 2.4-litre petrol-hybrid system that this was not available to Australian buyers has been the biggest disappointment as far as potential buyers were concerned.
In particular, the V6 option on the Everest has been a popular option. “…said optional V6 is a segment leader in both power and torque,” says one industry comparison, referring to the 184kW/600Nm 3.0-litre V6 available across the 2025 Everest Sport range.
This vital power advantage further equates to better bauling grunt than the Holden and therefore a more comfortable highway drive -important points of consideration for many in this segment.
Off-Road Performance: Blaze Your Own Trails
Both vehicles were conceived to be highly capable off-roaders, but Ford’s more contemporary approach has found favor with buyers who love adventure.
The ever popular Everest Tremor variant has become a hit with the off-road performance segment offering more off-road capability without sacrificing on-road comfort.
“The Everest Tremor maintains the Blue Oval at status-quo. It works, because you widen the scope of the Everest lineup and those more committed off-road elements (new suspension, bash plates, et cetera) allow the car to step beyond what the Sport and Trend can offer to the buyer,” industry insiders explain.
The Tremor option has made it possible for Ford to go after the hardcore off-road market while still keeping the Everest as a cushy family bus. This double-barrelled approach has won over buyers who may have gravitated towards the Prado purely on the strength of its off-road cred.
The technology and the inside: modern A modern approach as inspiring.
While it may seem overly techie in a growing SUV industry, the modern interior look along with integration of technology have thrust Ford into the lead. The Everest is equipped with a 12.4-inch digital instrument cluster partnered by a 12-inch central infotainment screen in higher model grades, giving the impression of high-techness.
Although the new Prado’s interior is a world away from the old girl, the Everest still has it covered in the user interface and connectivity stakes, at least.
SYNC and MyFord Voice Activation made Muse’s top picks due to easy-to-use functionality and overall feature richness.
Ford’s success in sales can also be credited to its utilization of interior space. The Everest’s clever third-row seating setup has been noted as particularly good.
Unlike the Prado’s side-folding third row that eats into the boot space, the Everest’s rear seats fold flat to the floor to create a more functional cargo space when not carrying seven people.
On-Road Dynamics: The Daily Driver Element
Although both vehicles are great off-road, they’re likely to spend most of their lives on paved streets and Ford seems a bit more comfortable with that idea.
Most have commented in some way on the Everest’s neater on-road behaviour, one being, “In every dynamic measure – steering, handling and ride – the Ford’s double wishbones up front and rigid-axle and coil-spring layout at the rear is superior to that of the Prado.”
This on-highway refinement has especially appealed to urban and suburban buyers, who might explore off road but only on occasion. And for those who will actually be using these vehicles as daily drivers, the Everest’s more car-like on-road behaviour is a genuine bonus next to the more truck-like Prado.
(3.2) Reliability Requirements and Service Levels
Toyota Prado’s history and reputation for longevity are one the keys why the Prado has been sold for so long but recent developments have slightly chipped away at this.
Prado 1GD-FTV Engine Problems The Prado 1GD-FTV engine has had numerous documented issues including DPF problems (which resulted in a class action).
Toyota has answered many of these critiques, however, and the Ford’s stronger and more contemporary powertrain has done well in the dependability area, bringing the two brands closer together in shoppers’ minds. Plus the Everest’s longer service intervals – 12 months/15,000km versus Prado’s 6 months/10,000km – are a real convenience for owners.
Market effects and prospects
The fact buyers have arrived at the Everest instead of the Prado is here to stay, and it represents a major change in purchasing behaviour with large SUVs.
Although brand loyalty is high in this category, Ford’s ability to attract Toyota buyers also shows just how appealing the Everest is.
Analysts say all eyes are now on Toyota, to see if it retaliates with tweaks to the Prado, stretching to new powertrains or even pricing action.
For the time being, however, Ford’s rear-guard war on the full-size SUV market looks like it’s convincing some potential buyers who otherwise would have defaulted to Toyota.
So, Which One To Choose?
For those cross-shopping these two formidable rivals, the choice ultimately depends on the question of what is most important to you. The Prado will still appeal to those who want to pay a premium for the badge that proves the product comes from a company with a well-established reputation like Toyota.
With the throwback styling, not new now but in it’s third decade, and proven capability over the last couple of decades it still gains a dedicated fanbase.
But for those who value price, contemporary features and best-in-segment on-road dynamics, the Everest is hard to argue against.
Its expanded engine range, improved technology integration and added refinement also meet today’s more demanding SUV-buyer expectations better.
One very high profile comparison summed things up: “They’re both heavyweights, quite literally: but the Everest claims the round on several crucial counts, making it the more complete car for most people”.
With the ongoing fortunes of the Everest against its spruiking rival, it’s no doubt that Ford has found a winning formula in the large-size SUV stakes – one that combines the needs of capability, comfort and value for money in a package that appeals to modern-day buyers.
Only time will tell whether they can sustain this sales lead once the inevitable hirings from Toyota arrive, but for now, the Blue Oval claims victory in this all-important market struggle.