Toyota launched its redesigned Hilux pickup truck this week, and the new look has ignited a firestorm of debate among long-time fans. While sharing the core mechanics of its predecessor, the latest Hilux sports a dramatically different aesthetic that some are calling radical. Despite the online buzz—much of it polarizing— Toyota executives remain unfazed.
The automaker itself christened this design language “Cyber Sumo,” and the moniker is apt. The truck ditches the previous generation’s rounded edges in favor of sharp lines and an upright front end that gives it a surprisingly imposing presence for a mid-size pickup. This assertive face wouldn’t look out of place on a larger, full-size competitor.
Sean Hanley, Toyota Australia’s head of sales and marketing, spearheaded the project and believes the bold design will resonate with customers just as previous Hilux generations have.
“It’s not going to alienate at all,” he told Australian automotive publication Drive, confidently dismissing concerns about its polarizing nature. “There are plenty of them out there right now in BEVs [electric vehicles], but things move on. I love this design. I think it’ll be fine.” Hanley even shrugged off a question about his seemingly lukewarm endorsement by quipping, “Well, I love it! What do you want me to say? It is fine. It’s good. It’s a ute,” emphasizing the fundamental qualities truck buyers prioritize: reliability and practicality.
Nic Hogios, Toyota Australia’s senior design manager, echoes this sentiment, stating that while some interior elements carry over from the previous model, “this design has taken HiLux into the modern era,” particularly highlighting the new front-end styling and rear profile. He acknowledges that it represents a significant departure, saying, “The car… is quite a big departure from the current model. It is wrapped around the tried and tested HiLux hard points, but we feel that this is a design that our customers will love for years to come.”
Toyota clearly believes in its “Cyber Sumo” vision, but whether the truck’s aggressive new look will win over all Hilux loyalists remains to be seen. It’s a gamble – one that only time and customer reception can truly judge.
