Guatemala Full Year 2025: Toyota Hilux, Isuzu D-Max and Mitsubishi L200 top surging market

Isuzu D-Max sales are up 35% in 2025.

The Guatemalan new car market surges 33% year-on-year in 2025 to 48,560 sales. Toyota (-11%) remains ultra dominant but sees its share fall from 28.6% in 2024 to 19.1% this year. In contrast Isuzu (+160%), Kia (+136%) and JAC (+214%) all shoot up. Foton (+276.2%) also makes itself noticed at #7. Model-wise, like in 2024 the podium is composed of pickup trucks, with the Toyota Hilux (-8%) in the lead above the Isuzu D-Max (+35%) and Mitsubishi L200 (-3%). The Suzuki Fronx (+581.1%) ends its first full year of sales at a splendid 4th place. The Toyota Raize (+68%) also points its bonnet inside the Top 10 at #7.

Full Year 2025 Top 10 brands and models rankings vs. Full Year 2024 figures below.