Kenworth maintained its position as Australia's most searched truck brand with 21.4% of search share in Q3 2025, according to Retain Media's latest Truck Market Brand Consideration Report. The American heavy-duty manufacturer posted a marginal 0.5% quarterly increase from 21.3% in Q2, reinforcing its commanding lead in the long-haul segment where reputation for reliability and driver comfort continues to dominate operator interest.

Isuzu held firm in second place with 15.1%, posting a solid 2.0% quarterly increase from 14.8% in Q2. The growth underscores the Japanese manufacturer's expanding appeal across medium and heavy-duty applications, particularly in urban delivery and regional transport, where reliability and fuel efficiency remain paramount.

The Q3 results, based on 19 brands, 44,407 search terms, and more than 2.1 million searches across the quarter, revealed a market characterised by stability at the top whilst significant movements among mid-tier brands highlighted dynamic shifts in operator interest.

European Manufacturers Show Mixed Results

Iveco strengthened its third-place position, climbing from 10.1% to 10.6%, a substantial 5.0% quarterly increase representing the top 10's strongest performance. The result reflects growing interest in the European manufacturer's diverse commercial vehicle lineup spanning light to heavy duty applications.

Mercedes-Benz experienced a minor decline, falling from 10.8% to 10.5%, a 2.8% quarterly decrease, yet maintains its strong fourth-place position in the premium commercial vehicle segment.

Scania posted a moderate decline, falling from 6.8% to 6.5%, a 4.4% quarterly decrease, whilst Volvo declined from 4.3% to 4.1%, a 4.7% quarterly decrease. Despite the softening, both European heavy-duty manufacturers maintain stability in the premium market where engineering credentials and safety features continue to attract fleet operators.

Medium Duty Brands Experience Corrections

Fuso faced headwinds in Q3, declining from 9.2% to 8.7%, a 5.4% quarterly decrease marking a correction following its exceptional Q2 performance. The brand remains well-positioned in the medium-duty market despite the pullback.

Hino delivered solid gains, rising from 5.6% to 5.8%, a 3.6% quarterly increase demonstrating growing appeal in the medium-duty commercial vehicle segment and countering the trend among some competitors.

Mack experienced a modest decline, falling from 6.1% to 5.9%, a 3.3% quarterly decrease continuing the brand's gradual softening from its strong Q1 2025 peak.

Emerging Brands Deliver Standout Performances

Foton produced the category's standout result, jumping from 0.5% to 0.7%, a remarkable 40.0% quarterly increase representing the largest gain across all tracked brands. The result signals growing interest in the Chinese manufacturer's commercial vehicle offerings as operators explore alternatives.

Man delivered impressive growth, surging from 0.9% to 1.1%, a substantial 22.2% quarterly increase, positioning the brand among the quarter's stronger performers.

International recorded solid gains, climbing from 1.0% to 1.1%, a 10.0% quarterly increase marking a recovery from recent declines, whilst Western Star posted modest growth, rising from 2.1% to 2.2%, a 4.8% quarterly increase demonstrating steady momentum in the heavy-duty segment.

Freightliner 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.

Hyundai declined from 0.7% to 0.6%, a 14.3% quarterly decrease, whilst DAF, UD, Sitrak, and Dennis Eagle all held steady with no movement quarter to quarter.

Search Patterns Mirror TIC Sales Data

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 Retain Media's 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 (down 4.4%), Volvo (down 4.7%), and Mack (down 3.3%) all experiencing declining consideration, whilst even category leader Kenworth managed only a 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 (up 2.0%), Iveco (up 5.0%), and Hino (up 3.6%).

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.

Value Brands Gain Ground During Downturn

Q3 2025 demonstrated a maturing truck market where established leaders like Kenworth and Isuzu maintain dominant positions whilst mid-tier brands experience notable shifts. Iveco's impressive 5.0% growth highlighted competitive dynamics in play, whilst Foton's exceptional 40.0% surge signals emerging opportunities among newer market entrants.

The quarter's results reveal operators navigating evolving technology requirements and economic pressures by casting wider research nets. Fuso's correction following its strong Q2, combined with steady declines across several European manufacturers, points to shifting priorities among Australian fleet operators who may be weighing premium engineering against acquisition costs during uncertain trading conditions.

The disconnect between heavy-duty softness and light-duty resilience suggests operators are prioritising versatility and efficiency over raw hauling capacity, at least until economic signals strengthen. How these research patterns translate into actual purchase decisions during the critical Q4 period will determine whether current leaders can maintain their positions or whether value-focused alternatives gain meaningful market share.


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