Ready for adventure: How the Toyota Prado, Isuzu MU-X, Ford Everest and other rugged SUVs have become the new family favourite

Australian families are flocking to more rugged SUVs in record numbers, with the likes of the Toyota Prado and Isuzu MU-X outselling more urban-friendly alternatives, including the Kia Sorento and Toyota Kluger.

One major factor has been the rise in domestic travel in the wake of the global pandemic, but CarsGuide has studied the sales data over the past decade and the evidence shows that it goes well beyond any temporary trend.

Looking back a decade and comparing the data for 2012 and 2022, sales of what can be considered a more 'rugged' SUV - the likes of the Prado, MU-X, Ford Everest, Mitsubishi Pajero Sport/Challenger and, of course, Toyota LandCruiser and Nissan Patrol - have spiked. Over that 10-year period sales have increased by 62.9 per cent, from just 43,116 in 2012 to 70,256 in 2022.

In the short-term, looking at five years ago, sales since 2017 have increased by nearly 30 per cent (29.4 per cent), showing the steady and continued growth across the segment.

Some of the biggest winners are Mitsubishi, Isuzu and Ford, which have seen new models enter the segment and become best-sellers. Neither the Pajero Sport, MU-X or Everest were on sale in 2012 but were by 2017, and have enjoyed notable growth since. In fact, Mitsubishi's decision to replace both the Pajero and Challenger models with the Pajero Sport has worked particularly well, with the newer model selling as well as the two previous off-roaders managed combined.

However, there are other brands that haven't fared so well, with notable names dropping by the wayside despite the boom in popularity. The demise of Holden saw the Colorado 7/Trailblazer disappear and Toyota dropped the FJ Cruiser after a limited lifespan in the local market.

The two stalwarts of this off-road focused SUV market are the LandCruiser and Patrol and both have enjoyed steady sales over the last decade. Demand continues to out-strip supply for the LC300, which is why Toyota is only enjoying a 2.6 per cent sales increase for the LandCruiser since 2017. The Patrol, on the other hand, has enjoyed a resurgence in its later life, with sales spiking more than 520 per cent between 2017 and 2022.

Sales in the 'Large SUV' segment are down year-to-date in 2023, dropping by 5.7 per cent in the first five months of the year compared to the same period in 2022. However, the likes of the MU-X, Everest and Subaru Outback are all up, while the GWM Tank 300 and Mahindra Scorpio are arriving to increase choice for buyers.