Welcome to the inaugural edition of our Truck Market Brand Consideration Report, marking our expansion into Australia’s commercial vehicle sector. This quarterly series will provide manufacturers, dealers, fleet operators, and industry stakeholders with comprehensive insights into how Australian businesses and operators are engaging with leading truck brands online.
Drawing on national search data from the past four quarters, this inaugural report tracks brand consideration across Australia’s diverse trucking landscape, from heavy-duty highway haulers to urban delivery vehicles. While Q2 2025 revealed remarkable stability among market leaders, several brands experienced significant shifts that highlight the dynamic nature of commercial vehicle interest.
The truck market represents a critical sector of Australia’s transport infrastructure, serving everything from local logistics to interstate freight. As our first report in this category, we’ve focused on establishing baseline measurements across all major brands, with plans to expand our analysis in the coming quarters.
A Note on Methodology
As with our other market reports, the truck market report leveraged several keyword research tools to track search volume across Australia over the past 12 months. This quarter, our research comprised 19 truck brands, nearly 45,000 search terms, and more than 2.3 million searches across the quarter.
As always, our approach to searches included brand terms, dealer terms (if the dealer name contains the OEM brand), brand + location, brand + dealer, brand + category/subcategory, brand + reviews, and variations of the above. We excluded searches mentioning parts/accessories, used vehicle listings, rental services, and general maintenance terms to focus on brand consideration rather than service-related queries.
Retain Media provides this data “as is” for informational purposes only and accepts no liability for decisions made based on this reporting. Users are encouraged to use this data as one of multiple data points in their market analysis.
The Most-Searched Truck Brands in Australia (Q2 2025)
The Top 10
Kenworth maintained its position as Australia’s most-searched truck brand, holding steady at 23.13% in Q2 2025, up marginally from 23.0% in Q1. This represents a modest 0.6% relative increase that reinforces Kenworth’s commanding lead in the heavy-duty truck segment, where its reputation for long-haul reliability and driver comfort continues to dominate operator interest.
Isuzu held firm in second place with 13.93%, posting a minimal 0.4% relative increase from 13.87% in Q1. This stability underscores Isuzu’s consistent appeal across medium and heavy-duty applications, particularly in urban delivery and regional transport, where reliability and fuel efficiency are paramount.
Iveco Trucks strengthened its third-place position, climbing from 11.18% to 11.33%, a 1.3% relative increase that reflects growing interest in the European manufacturer’s diverse commercial vehicle lineup spanning light to heavy-duty applications.
Mercedes-Benz Trucks experienced a minor decline, falling from 11.61% to 11.26%, a 3.0% relative decrease, yet maintains its strong fourth-place position in the premium commercial vehicle segment.
Fuso Trucks delivered the quarter’s most impressive performance, surging from 6.9% to 8.61%, a remarkable 24.8% relative increase that represents the largest gain among all tracked brands. This surge likely reflects renewed interest in Fuso’s medium-duty offerings and expanded model availability.
Scania Trucks posted solid growth, rising from 6.1% to 6.33%, a 3.8% relative increase that maintains its position as a leading European heavy-duty manufacturer favoured for long-haul operations.
Mack Trucks experienced the quarter’s most significant decline, falling from 7.74% to 5.71%, a substantial 26.2% relative decrease that sees it drop behind both Fuso and Scania. This correction follows strong Q1 performance and may reflect seasonal fluctuations in heavy-duty truck interest.
Hino Trucks remained essentially stable, edging up marginally from 5.21% to 5.24%, a minimal 0.6% relative increase that demonstrates consistent appeal in the medium-duty commercial vehicle segment.
Volvo Trucks held steady at 4.03%, virtually unchanged from 4.04% in Q1, showing stability in the premium heavy-duty market where Swedish engineering and safety credentials continue to attract fleet operators.
Freightliner Trucks rounded out the top 10 with a slight decline from 2.45% to 2.39%, a 2.4% relative decrease that maintains its position among Australia’s most-searched commercial vehicle brands.
The Rest of the Top 20
The middle tier of the category featured several notable movements, with emerging brands showing particular strength.
Sitrak Trucks posted impressive growth, climbing from 0.45% to 0.52%, a substantial 15.6% relative increase that highlights growing interest in this newer entrant to the Australian market.
Dennis Eagle recorded solid gains, rising from 0.12% to 0.13%, an 8.3% relative increase that reflects continued interest in specialised refuse collection vehicles.
DAF Trucks grew from 1.2% to 1.24%, a 3.3% relative increase, while Western Star Trucks gained from 1.97% to 2.01%, a 2.0% relative increase, both demonstrating steady momentum in their respective heavy-duty segments.
International Trucks experienced a notable decline, falling from 1.01% to 0.96%, a 5.0% relative decrease, while several other established brands including Man Trucks, UD Trucks, Hyundai Trucks, and Foton Trucks held relatively steady with minor movements quarter-to-quarter.
Trust Retain Media for Industry-Leading Insights
The inaugural Q2 2025 truck market results reveal a sector characterized by strong leadership from established heavy-duty specialists, with notable volatility among mid-tier brands suggesting opportunities for market share shifts. Kenworth’s continued dominance, Isuzu’s consistent strength, and Fuso’s impressive surge establish key storylines as we begin tracking this critical segment of Australia’s transport infrastructure.
With significant movements among several brands and clear differentiation between market segments, the truck market promises to be an engaging category to monitor as fleet operators navigate changing economic conditions and evolving technology requirements.
Keep an eye on our next quarterly update as we expand our analysis and track how these initial trends develop through the remainder of 2025, while exploring additional categories that will provide deeper insights into Australia’s diverse commercial vehicle landscape.
In the meantime, check out our other market reports for comprehensive insights into the state of the Australian automotive industry, including the caravan market, motorcycle market, and marine market.
