The heavy-duty truck market has always been defined by loyalty and long-term relationships, but Q4 2025 reveals which brands are strengthening those bonds and which are losing ground. This report is designed for manufacturers, dealers and industry stakeholders looking to understand how search behaviour is shifting, and which brands are gaining or losing visibility as market dynamics evolve.
Keep reading for the major takeaways from Q4, or download the full report below to see how your brand is tracking.
A Note on Methodology
This report was produced using a range of keyword research tools to assess search volume across Australia for Q4 2025. Our dataset included 19 truck brands, 44,383 relevant keywords, and a total of 1,876,470 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
The Top 10
Kenworth extended its market-leading position to 20.5%, rising 2.0% from 20.1% in Q3. The American heavy-duty manufacturer sits 0.7 percentage points above its Q1 baseline of 19.8%, demonstrating consistent year-long growth and maintaining the dominant position it has held throughout 2025.
Isuzu slipped to 13.0%, declining 7.1% from 14.0% in Q3. The Japanese manufacturer’s Q4 result represents a reversal of mid-year momentum and its lowest mark of the year, sitting 0.6 percentage points below its Q1 position of 13.6% despite maintaining second place overall.
Mercedes-Benz Trucks posted a strong recovery, surging 9.4% from 9.6% to 10.5%. The German manufacturer’s Q4 performance reverses two consecutive quarters of decline, returning the brand to a position marginally above its Q1 baseline of 10.4% and securing third place.
Iveco Trucks eased to 9.5%, declining 3.1% from 9.8% in Q3. Despite the quarterly pullback, the Italian manufacturer sits 0.2 percentage points above its Q1 baseline of 9.3%, having experienced modest year-long growth.
Fuso Trucks declined to 8.5%, falling 7.6% from 9.2% in Q3. The Mitsubishi Fuso brand sits 0.6 percentage points above its Q1 position of 7.9% despite giving back Q2’s exceptional gains, suggesting the mid-year surge delivered some sustained momentum.
Scania Trucks held steady at 7.9%, posting a 0.0% change from Q3. The Swedish manufacturer sits 0.2 percentage points above its Q1 baseline of 7.7%, demonstrating remarkable stability throughout the year.
Mack Trucks posted modest gains, rising 6.3% from 6.4% to 6.8%. Despite the quarterly improvement, the Australian-assembled manufacturer remains 2.2 percentage points below its Q1 position of 9.0%, suggesting the brand has yet to fully recover from its dramatic Q2 decline.
Hino Trucks eased to 6.0%, declining 3.2% from 6.2% in Q3. The Toyota subsidiary sits marginally above its Q1 baseline of 5.9%, demonstrating relative stability throughout 2025.
Volvo Trucks held steady at 4.5%, posting a 0.0% change from Q3. The Swedish manufacturer sits just 0.1 percentage points below its Q1 position of 4.6%, maintaining consistent performance throughout the year.
Freightliner Trucks delivered impressive gains, surging 11.1% from 2.7% to 3.0%. The Daimler brand sits 0.2 percentage points above its Q1 baseline of 2.8%, marking its strongest quarter of 2025 and rounding out the top 10.
The Rest of the Field
Western Star Trucks slipped 4.3% from 2.3% to 2.2%, whilst DAF Trucks held steady at 1.4% with 0.0% change. UD Trucks similarly maintained 1.3% with no quarterly movement.
Man Trucks and International Trucks both held at 1.1% with 0.0% change, demonstrating the remarkable stability across the mid-tier European and American manufacturers.
Sitrak Trucks posted solid gains, rising 11.1% from 0.9% to 1.0%, whilst Foton Trucks delivered the quarter’s strongest relative performance, surging 14.3% from 0.7% to 0.8%. Both Chinese manufacturers demonstrated consistent year-long growth, with Sitrak sitting 0.3 percentage points above its Q1 baseline and Foton 0.2 percentage points higher.
Hyundai Trucks held steady at 0.7% with 0.0% change, whilst Dennis Eagle maintained 0.1% with no quarterly movement.
Market Stability Dominates as Japanese Brands Decline and Chinese Manufacturers Gain Ground
Q4 2025 revealed a truck market characterised by remarkable stability across the mid-tier, whilst established Japanese manufacturers experienced notable erosion and emerging Chinese brands posted consistent gains from small bases.
Eight Brands Post Zero Movement in Stable Quarter
The most striking feature of Q4 was the unprecedented stability, with eight manufacturers, posting a 0.0% quarterly change. Scania held at 7.9%, Volvo maintained 4.5%, and a cluster of mid-tier brands, including DAF, UD, Man, International, Hyundai and Dennis Eagle, all recorded identical search share quarter-on-quarter. This collective stability suggests a mature market where brand preferences have solidified, with operators demonstrating entrenched loyalty rather than actively reconsidering alternatives. The phenomenon stands in sharp contrast to the volatility observed in recreational vehicle segments, where discretionary purchases drive dramatic quarterly swings.
Japanese Manufacturers Lose Ground Across the Board
Japanese manufacturers, by contrast, experienced a difficult quarter across the board. Isuzu declined 7.1% from 14.0% to 13.0%, giving back gains and sitting 0.6 percentage points below its Q1 baseline. Fuso fell 7.6% from 9.2% to 8.5%, whilst Hino slipped 3.2% from 6.2% to 6.0%. This collective weakness across the three major Japanese truck brands suggests broader challenges facing the segment, whether driven by competitive pressures, pricing dynamics, or shifting operator preferences. The synchronised decline across manufacturers with different market positions indicates systematic rather than brand-specific factors at play.
Chinese Brands Gain Momentum Despite Modest Share
Chinese manufacturers demonstrated consistent upward momentum, albeit from very small market positions. Foton delivered the quarter’s strongest relative performance, surging 14.3% from 0.7% to 0.8%, whilst Sitrak posted equally impressive gains of 11.1% from 0.9% to 1.0%. Both brands demonstrated year-long growth trajectories, with Sitrak sitting 0.3 percentage points above its Q1 baseline and Foton 0.2 percentage points higher. Whilst these absolute positions remain modest, the consistent quarterly gains throughout 2025 suggest gradual market penetration as operators become more willing to consider alternatives to established European and Japanese manufacturers.
Mercedes-Benz Bucks European Stability Trend
European manufacturers showed divergent results that contrast with the Japanese decline. Mercedes-Benz delivered a strong 9.4% recovery from 9.6% to 10.5%, reversing two consecutive quarters of decline and reclaiming third position. The German manufacturer’s bounce suggests successful tactical adjustments or renewed operator interest following the mid-year weakness. However, other European brands demonstrated the same pattern of stability that we saw across the market, with Scania, Volvo, DAF and Man all posting a 0.0% change, suggesting the Mercedes-Benz recovery was brand-specific rather than indicative of broader European momentum.
Kenworth's Dominance Continues Unchallenged
Kenworth’s consistent dominance remained the quarter’s defining story, with the American heavy-duty manufacturer extending its lead to 20.5% through steady 2.0% growth. Sitting 0.7 percentage points above its Q1 baseline, Kenworth now commands more than 1.5 times the search share of second-place Isuzu, demonstrating the market-leading position it has maintained throughout 2025. The brand’s ability to post modest but consistent gains whilst much of the field remains static reinforces its position as the Australian truck market’s benchmark manufacturer.
Trust Retain Media for Industry-Leading Insights
Q4 2025 captured Australia’s truck market in a period of remarkable stability, with eight manufacturers posting identical search share quarter-on-quarter whilst established market positions experienced selective pressure. The unprecedented mid-tier stability suggests a mature market where brand preferences have solidified, standing in sharp contrast to the volatility observed in recreational vehicle segments.
The collective decline across Japanese manufacturers raises questions about competitive positioning heading into 2026, whilst Chinese brands’ consistent gains from small bases indicate gradual market penetration as operators expand their consideration sets. Mercedes-Benz’s recovery demonstrated that individual manufacturers can break from broader segment trends through tactical adjustments, even as peers remain static.
Kenworth’s steady growth and commanding 20.5% position reinforce the market dynamics at play: dominant brands extend leads through consistent performance, whilst the mid-tier consolidates around stable positions. For manufacturers seeking to understand their competitive standing in a market characterised by entrenched preferences, tracking search behaviour remains essential for identifying the subtle shifts that signal evolving operator attitudes.
Download the full Q4 2025 Truck Market Brand Consideration Report below, and explore our other market reports for comprehensive analysis across Australia’s automotive and transport sectors.
