In an unexpected twist in the Australian automotive landscape, the Ram 1500 pickup has managed to outsell the Nissan Patrol, even in the face of the latter’s historical dominance. This shift in consumer preference seems to indicate an emerging trend away from large SUVs and towards the allure of American pickup trucks. As we examine the numbers, it becomes evident that there’s more to this story than meets the eye.
As of August 2023, Australians have shown a clear inclination toward the Ram 1500 pickup, with 4,436 units finding new homes, surpassing the 4,374 Nissan Patrols sold during the same period. This marginal 1.5 percent lead for the American pickup over the Japanese off-road SUV raises questions about the evolving tastes of Australian consumers.
To put this into perspective, in 2022, the Nissan Patrol had the upper hand, outselling the Ram 1500 with 5,724 units compared to Ram’s 5,481. However, the tides have shifted, and by the end of August 2023, the Ram 1500 managed to overtake the Patrol. Notably, in June 2023, the Ram 1500 made a significant stride, breaking its previous sales record by an astonishing 50 percent, with 992 customer deliveries for the month. Meanwhile, in August 2023, the Patrol set a new sales record with 1,032 deliveries.
Looking ahead, the automotive landscape promises even more changes. An all-new Nissan Patrol is expected to be unveiled in the coming months, with rumours suggesting that it will replace the 5.6-liter V8 engine with a twin-turbo V6 powerplant. While the aging Nissan Patrol faces competition from the likes of the Toyota Landcruiser 300 Series and Land Rover Discovery in its segment, as defined by the Federal Chamber of Automotive Industries’ monthly VFACTS sales data, the Ram 1500 currently has Chevrolet as its sole competitor in the segment. However, this is set to change soon, with the Ford F-150 full-size pickup due to hit showrooms imminently, potentially challenging the Ram’s dominance. Additionally, the Toyota Tundra is expected to join the fray in 2025, pending the success of the right-hand-drive engineering program.
Despite these shifts, Toyota continues to lead the sales race, with the smaller Hilux Ute poised to become Australia’s best-selling model for the eighth consecutive year. Notably, the Ram 1500 has also outperformed its closest rival, the Chevrolet Silverado 1500, by a significant margin, with sales figures more than three times higher by the end of August 2023. These developments underscore the dynamic nature of the Australian automotive market and highlight the changing preferences of consumers, which can have a substantial impact on the industry’s future landscape.
