• Ford Australia’s Director of Marketing had some things to say about the Toyota Land Cruiser.
  • Ambrose Henderson said that the Prado is a “formidable competitor” but is “compromised”.
  • The Ford Ranger was Australia’s best-seller in 2024, but Toyota remains the best-selling brand.

It’s always interesting when a big-name exec takes a jab at a competitor, especially when it’s a heavyweight like Toyota. Ford Australia’s Director of Marketing, Ambrose Henderson, recently did just that, taking aim at the new Toyota Land Cruiser Prado, all while defending the Ford Everest as the true champion of rugged SUVs.

More: New Ford Everest Tremor Brings Raptor Vibes To Ranger SUV

The Ford Everest directly competes with truck-based SUVs like the Toyota Fortuner, Mitsubishi Pajero Sport, and Isuzu MU-X. It also goes head-to-head with the newer Toyota Land Cruiser Prado, which is currently available as a 7-seater, unlike the 5-seater North American Land Cruiser.

Ford vs. Toyota

In a media chat with Australian outlets, Henderson was asked about the Toyota Land Cruiser, and according to CarExpert, his response was anything but subtle. He acknowledged the Prado’s legacy but took the opportunity to highlight Ford’s “no-compromise” approach:

“The model you speak of is a formidable competitor, and it’s had a very long run of having wonderful products in these spaces. But I think when you compare our products back to back, you can see where we’ve made strategic decisions not to compromise, and others may have compromised items that are very important to customers in these segments – as an example, being able to fit your luggage in the boot,” he said.

Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
The boot space behind the third row of seats in the Ford Everest and the Toyota Land Cruiser.

Henderson went on to emphasize Ford’s customer-first philosophy: “Top of mind for us in everything we do is delivering customers what they want and what they’re telling us, and making no compromise on that. We have to run our own race, and we’re really confident in the range that we’ve put forward and the value proposition that presents to customers as well”.

While Henderson’s criticism was broader, he used the boot space of the seven-seater Land Cruiser Prado as a key example. In his view, the Prado’s 182 liters (6.4 cubic feet) behind the third row just didn’t measure up. Meanwhile, the Everest boasts 259 liters (9.1 cubic feet) of luggage space in its seven-seater configuration, seemingly a better fit for those hauling gear and kids.

Ford also claims that the Everest can hold 259 liters (9.1 cubic feet) of luggage in the seven-seater setup, while the five-seater version offers a much larger 898 liters (31.7 cubic feet).

What About the Compromises?

Henderson’s mention of “compromises” might have left some wondering exactly what else he’s referring to in the Land Cruiser Prado. While the comment about boot space is easy enough to track, it’s less clear what other sacrifices Ford is pointing to. But hey, automakers are notorious for benchmarking their rivals’ products, so Henderson likely knows exactly where the Prado might be lacking.

More: Aussie 2025 Toyota Land Cruiser Prado Gets A Weird Grille Option

He also had some thoughts about Ford’s own Ranger pickup, calling it “the only product in that segment that offers an electrification solution that doesn’t lose any capabilities.” With a hefty towing capacity of 3.5 tonnes and solid off-road chops, Henderson seemed to have Chinese competitors like the plug-in hybrid BYD Shark 6 and GWM Cannon Alpha PHEV.

Ford Ranger and Everest Are Big Sellers, But Can It Catch Toyota?

On the numbers side, Ford’s Everest had a stellar year in Australia, reaching 26,494 sales in 2024. That beat the previous record held by—you guessed it—the Toyota Land Cruiser Prado, which sold 21,000 units back in 2021. But Ford wasn’t done there. The Ford Ranger, which shares a platform with the Everest, took the crown as Australia’s best-selling vehicle of 2024 with 62,593 deliveries.

Ford Everest
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’

Together, the Ranger and the Everest accounted for a staggering 89% of Ford sales Down Under last year. The ladder-frame SUV and pickup brought Ford in the second place of the best-selling brands in Australia, behind Toyota.

Although the Hilux and Land Cruiser Prado were outsold by Ford’s Ranger and Everest, Toyota remains the king of the Australian automotive jungle. In 2024, Toyota sold a whopping 241,296 vehicles, more than double Ford’s tally of 100,170 sales. Toyota’s dominance isn’t likely to be shaken anytime soon, with the company holding the top spot for the 22nd consecutive year.

Toyota Land Cruiser Prado
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’
Ford Australia Exec Calls Toyota’s Land Cruiser ‘Compromised’