The latest truck market brand reports for the third quarter of 2025 is out, with one mid-tier brand surging up the ranks.
The latest report from Retain Media provides a detailed snapshot of consumer interest across Australia’s commercial vehicle sector based on more than 2.1 million search queries.
The key findings saw Kenworth maintain its lead in searches, obtaining 21.4 per cent of searches in a 0.5 per cent increase from the second quarter.
Isuzu sat in second for the most searched truck brands in Australia, jumping by two per cent to record 15.1 per cent of search results.
In the top 10, IVECO Trucks climbed five per cent from 10.1 per cent to 10.6 per cent of searches that reflects growing interest in the brand.
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However, the largest result came from mid-tier brand Foton Trucks, who jumped from 0.5 per cent to 0.7 per cent of searches in a 40 per cent increase. The jump represented the largest gain across all tracked brands and signals growing interest in the manufacturer’s offerings.
MAN Trucks also grew from 0.9 per cent to 1.1 per cent of searches, a 22.2 per cent relative increase.
Some heavy-duty brands did experience softening, such as Scania (down 4.4 per cent), Volvo (4.7 per cent) and Mack (3.3 per cent), while Fuso Trucks also faced a 5.4 per cent relative decrease in searches.
The report notes that these brand consideration trends align closely with broader market dynamics revealed by the Truck Industry Council’s latest sales data, with heavy-duty segment sales down 17.8 per cent year-to-date whilst the light-duty segment delivered its second-best Q3 on record.
This divergence appears reflected in search patterns, with strong performances from brands active in the LD/MD segments contrasting with softer interest in traditional heavy-duty manufacturers.
For a full breakdown of the report’s findings — including search share insights for 19 brands across over 44,000 keywords — download the full Q3 2025 Truck Market Brand Consideration Report here.
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