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1976 Hilux and new-generation Hilux. Toyota New Zealand proud to celebrate 50 years of Hilux.
Since arriving on New Zealand’s shores in 1976, the Hilux has been seen in paddocks, on building sites, across mountain ranges and along back roads, becoming a familiar part of how Kiwis work and live.
As Toyota New Zealand marks 50 years of Hilux in 2026, Assistant Vice President Susanne Hardy says the vehicle has always been known for being tough, reliable and built to get the job done, earning the trust of customers across generations.
“It’s a true workhorse. The Hilux has shown up day-in, day-out for 50 years, in the environments that make up the backbone of New Zealand.”
More than 135,000 Hilux are on New Zealand roads today, many of them still in service after 15 years or more. Susanne says that longevity reflects the relationship built over time between truck and driver.
“Ask any Hilux owner and they don’t talk about features. They talk about the ute that crossed a flooded river when nothing else would. The one that’s never missed a beat at 200,000 kilometres, or the one their dad handed down. That’s not something you engineer. That’s a reputation you earn.”
From the original petrol two-seater 2WD in 1976 to today’s new-generation model and just launched Hilux BEV, Hilux has continued to evolve alongside the people who drive it, while meeting the same expectations it always has.
“Over the past five decades, New Zealand has changed significantly. We’ve seen economic reforms, shifts in industry, and evolving expectations around how people live and work. But through it all, Hilux has continued to adapt to meet those needs, while still delivering what’s expected of it day-to-day.”
The latest generation Hilux reflects changing customer needs, with a broader range of capability and powertrain options including diesel, mild hybrid and battery electric.
“There’s a Hilux for every kind of work, and we’re excited to continue offering people choices that suit their needs, while staying true to what has defined the truck over the past five decades.”
Susanne says the continued evolution of Hilux, alongside its long-standing reputation for quality, durability and reliability, is what has made it an important part of the fabric of New Zealand, supporting so many different communities.
"There's something about owning a Hilux that means so much in this country. It tells people that you work hard, that you're serious about what you do and that you know what you need. That reputation has been quietly earned and we're proud of that."
As Toyota New Zealand marks the milestone, the focus is not just on the vehicle itself, but the people and stories behind every one.
“Fifty years is a long time to be depended on. When you think about that, it really comes back to the people who’ve relied on Hilux, and the role it’s played in their lives.
“This truck has worked with so many people in all corners of New Zealand – from the most isolated farms in Southland to worksites in Northland and everything in between. No other vehicle knows this land quite like the Hilux.”