Kenworth and Isuzu have retained their commanding positions as most searched truck brands, according to the Q3 2025 edition of the Truck Market Brand Consideration Report.
The quarterly analysis by Retain Media tracks how businesses and operators engage with leading Australian truck brands online, based on more than 2.1 million search queries nationwide.
Kenworth again topped the rankings with a 21.4 per cent share of search activity, marking a modest 0.5 per cent rise on the previous quarter.
Isuzu strengthened its grip on second place, climbing to 15.1 per cent and recording a 2 per cent relative increase. Retain Media said the result underscored Isuzu’s broad reach across both medium- and heavy-duty applications.
While the leaders held steady, the report showed lively movement elsewhere in the field. Iveco Trucks posted the top-10’s biggest gain, lifting from 10.1 to 10.6 per cent – a 5 per cent relative increase – driven by renewed interest in its European-built line-up.
The standout performer, however, was Foton Trucks, which jumped from 0.5 to 0.7 per cent. Though still a small slice of the market, the result represents a remarkable 40 per cent relative increase – the largest of any tracked brand.
Retain Media says the surge signals growing curiosity about the Chinese manufacturer’s expanding commercial-vehicle offerings.
MAN also impressed, rising from 0.9 to 1.1 per cent – a 22.2 per cent relative gain that places it among the stronger mid-tier performers this quarter.
Not all heavy-duty marques shared the momentum. Scania (-4.4 per cent), Volvo (-4.7 per cent) and Mack (-3.3 per cent) all recorded declines, while Fuso Trucks saw a 5.4 per cent relative drop after what the report described as an “exceptional” second quarter.
Freightliner remained stable at 2.5 per cent, while Hino enjoyed a 3.6 per cent lift and International Trucks rebounded with a 10 per cent relative rise after earlier setbacks.
“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,” said Retain Media Director Brian Sullivan.
“Iveco’s impressive 5.0 per cent relative growth and Foton’s exceptional 40.0 per cent surge signal emerging opportunities among newer market entrants, whilst the heightened research activity among value brands suggests fleet operators are actively exploring alternatives amid challenging market conditions.”
The findings also mirror trends in the Truck Industry Council’s latest sales data, which show a 17.8 per cent year-to-date decline in heavy-duty sales but continued strength in light-duty models – with the sector achieving its second-best third quarter on record.