Kenworth continues to rule Australia's trucking mindshare, with new research from Retain Media showing the heavy-duty specialist maintaining its grip on 23.13% of all truck brand searches in Q2 2025. But it's Fuso's impressive 24.8% jump that's turning heads across the industry.

The inaugural Truck Market Brand Consideration Report analysed how operators are engaging with 19 major truck brands online, tracking nearly 45,000 search terms and over 2.3 million searches to reveal some interesting shifts in brand interest.

Heavyweights Hold Strong

Kenworth's top spot comes as no surprise to anyone familiar with Australia's long-haul landscape, where the American manufacturer's reputation for reliability and driver comfort keeps it front-of-mind for interstate operators. The slight 0.6% bump from Q1 shows the brand's staying power in the heavy-duty segment.

Isuzu remained rock-solid in second place at 13.93%, proving its consistent appeal across medium and heavy-duty applications, particularly where fuel efficiency and urban manoeuvrability matter most.

Iveco strengthened its third-place hold with 11.33% of searches, up 1.3% from the previous quarter, as operators show growing interest in the European brand's diverse lineup.

Fuso's Big Quarter

The real story belongs to Fuso, which catapulted from 6.9% to 8.61% of search interest, easily the quarter's biggest mover. The surge suggests renewed operator confidence in the brand's medium-duty offerings, possibly driven by expanded model availability and competitive positioning in the crucial urban delivery segment.

This impressive performance pushed Fuso ahead of both Scania (6.33%) and Mack in the rankings, a significant shift that reflects changing operator priorities.

Market Shake-Up

Mack had a tough quarter, sliding from 7.74% to 5.71%, a hefty 26.2% drop that sees the American heavy-duty specialist lose ground to its European and Japanese competitors. Whether this represents a seasonal correction or broader market shift remains to be seen.

Mercedes-Benz held onto fourth place despite slipping slightly to 11.26%, while the premium German brand maintains its appeal among operators prioritising advanced technology and build quality.

Hino, Volvo, and Freightliner all kept steady positions in the top 10, with minimal movements suggesting established operator loyalty in their respective segments.

Among the smaller players, Sitrak's 15.6% growth highlights how newer entrants are gaining traction in Australia's competitive truck market.

The results paint a picture of an industry where established heavyweights maintain strong positions, but mid-tier brands face increasing pressure as operators reassess their needs in changing economic conditions.

To read the full Truck Market Brand Consideration Report, visit Retain Media.

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