Welcome to the Q3 2025 edition of our Truck Market Brand Consideration Report, continuing our comprehensive analysis of Australia’s commercial vehicle sector. This quarterly series provides manufacturers, dealers, fleet operators, and industry stakeholders with detailed insights into how Australian businesses and operators are engaging with leading truck brands online.
Drawing on national search data across the past 12 months, this report tracks brand consideration throughout Australia’s diverse trucking landscape, from heavy-duty highway haulers to urban delivery vehicles. Q3 2025 revealed a market characterised by stability at the top, with Kenworth and Isuzu reinforcing their leadership positions, whilst significant movements among mid-tier brands highlighted 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 we continue building our baseline measurements across all major brands, emerging patterns are beginning to reveal how operators are responding to changing economic conditions and evolving technology requirements.
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, 44,407 search terms, and more than 2.1 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 (Q3 2025)
The Top 10
Kenworth maintained its position as Australia’s most-searched truck brand with 21.4% in Q3 2025, up marginally from 21.3% in Q2. This modest 0.5% relative increase 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 15.1%, posting a solid 2.0% relative increase from 14.8% in Q2. This growth underscores Isuzu’s expanding appeal across medium and heavy-duty applications, particularly in urban delivery and regional transport, where reliability and fuel efficiency remain paramount.
Iveco Trucks strengthened its third-place position, climbing from 10.1% to 10.6%, a substantial 5.0% relative increase that represents the top 10’s strongest performance and 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 10.8% to 10.5%, a 2.8% relative decrease, yet maintains its strong fourth-place position in the premium commercial vehicle segment.
Fuso Trucks faced headwinds in Q3, declining from 9.2% to 8.7%, a 5.4% relative decrease that marks a correction following its exceptional Q2 performance, though the brand remains well-positioned in the medium-duty market.
Scania Trucks posted a moderate decline, falling from 6.8% to 6.5%, a 4.4% relative decrease that still maintains its position as a leading European heavy-duty manufacturer favoured for long-haul operations.
Mack Trucks experienced a modest decline, falling from 6.1% to 5.9%, a 3.3% relative decrease that continues the brand’s gradual softening from its strong Q1 2025 peak.
Hino Trucks delivered solid gains, rising from 5.6% to 5.8%, a 3.6% relative increase that demonstrates growing appeal in the medium-duty commercial vehicle segment.
Volvo Trucks declined from 4.3% to 4.1%, a 4.7% relative decrease, though maintains 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 no movement at 2.5%, holding perfectly steady quarter-to-quarter and maintaining its position among Australia’s most-searched commercial vehicle brands.
The Rest of the Top 20
Western Star Trucks posted modest growth, rising from 2.1% to 2.2%, a 4.8% relative increase that demonstrates steady momentum in the heavy-duty segment.
International Trucks recorded solid gains, climbing from 1.0% to 1.1%, a 10.0% relative increase that marks a recovery from recent declines.
Man Trucks delivered impressive growth, surging from 0.9% to 1.1%, a substantial 22.2% relative increase that positions the brand among the quarter’s stronger performers.
Foton Trucks produced the category’s standout result, jumping from 0.5% to 0.7%, a remarkable 40.0% relative increase that represents the largest gain across all tracked brands and signals growing interest in the Chinese manufacturer’s commercial vehicle offerings.
Hyundai Trucks declined from 0.7% to 0.6%, a 14.3% relative decrease, while DAF Trucks, UD Trucks, Sitrak Trucks, and Dennis Eagle all held steady with no movement quarter-to-quarter.
Market Context: Brand Consideration Reflects Broader Industry Dynamics
The Q3 2025 brand consideration results align closely with broader market trends revealed by the Truck Industry Council’s latest sales data, as highlighted in our recent TIC T-Mark Q3 Sales Summary.
The TIC reported heavy duty segment sales down 17.8% year-to-date, with September showing a particularly challenging 20.2% decline. This downturn is clearly reflected in search interest across major HD brands, with Scania (-4.4%), Volvo (-4.7%), and Mack (-3.3%) all experiencing declining consideration, while even category leader Kenworth managed only minimal 0.5% growth.
In stark contrast, the light-duty segment delivered its second-best Q3 on record with a 1.0% increase, a resilience that appears reflected in strong performances from brands with substantial presence in the LD/MD segments, including Isuzu (+2.0%), Iveco (+5.0%), and Hino (+3.6%).
Perhaps most tellingly, the TIC highlighted that softer market conditions have created opportunities for competitive pricing and improved vehicle availability. This dynamic appears to be driving significant search interest among operators exploring alternatives, with Foton’s remarkable 40.0% surge, Man’s 22.2% jump, and International’s 10.0% gain all suggesting fleet operators are actively researching non-traditional options.
As TIC CEO Tony McMullan noted cautious optimism that Q2 represented the market’s low point, the heightened research activity among value brands could translate into meaningful sales gains if stabilisation materialises in Q4.
Trust Retain Media for Industry-Leading Insights
Q3 2025 demonstrated a maturing truck market, with established leaders like Kenworth and Isuzu maintaining their dominant positions while mid-tier brands experienced notable shifts. Iveco’s impressive 5.0% relative growth highlighted the competitive dynamics in play, while Foton’s exceptional 40.0% surge signals emerging opportunities among newer market entrants.
The quarter’s results reveal a sector where brand positioning matters increasingly, as operators navigate evolving technology requirements and economic pressures. Fuso’s correction following its strong Q2, combined with steady declines across several European manufacturers, points to shifting priorities among Australian fleet operators.
Understanding these trends and how they impact your brand’s competitive position is essential for strategic planning in an increasingly dynamic commercial vehicle landscape.
Download the full Q3 2025 Truck Market Brand Consideration Report below, and explore our other market insights for comprehensive analysis across Australia’s automotive and transport sectors, including the caravan market, motorcycle market, and marine market.
