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Toyota Dismisses Ford Everest Threat To Prado Supremacy

Toyota Australia’s executive director of sales and marketing has dismissed Ford’s claim that its Everest SUV will challenge the Toyota LandCruiser Prado for market share of the lucrative large SUV segment. Speaking to TMR at the local launc


Toyota Australia’s executive director of sales and marketing has dismissed Ford’s claim that its Everest SUV will challenge the Toyota LandCruiser Prado for market share of the lucrative large SUV segment.

Speaking to TMR at the local launch of the updated Prado, Cramb said the Everest’s key technical attributes made it less a Prado competitor and more a rival for the HiLux-based Fortuner seven-seater that’s due at the end of October.

“We see [Everest] and Fortuner well-placed together, along with a couple of other offerings from various other companies,” Cramb said to TMR.

“I’m not exactly sure what Ford are up to, but no we don’t see it as a competitor for Prado.”

Them's fighting words.

But while the Ford Everest, like the Fortuner, also shares some of its architecture with a commercial ute - the Ranger - Ford instead regards the Everest as a genuine alternative to the segment-dominating Prado and has priced it to suit.

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