Blue Oval targeting Toyota HiAce with new Ford Transit Custom

Ford has the Toyota HiAce in its crosshairs with its new 2024 Ford Transit Custom as it eyes market leadership in Australia’s hotly-contested commercial van market.

Fresh from overtaking the Toyota HiLux in the ute segment with the Ford Ranger, the Blue Oval brand is now turning its attention to the van market as first deliveries of the all-new Transit Custom start arriving in the country.

Slotting below the larger Transit, the mid-size Transit Custom competes with the volume-sellers in the van market, including the HiAce, Hyundai Staria Load and LDV Deliver 7.

But Ford believes the new Transit Custom has the goods to thrive in the van market.

“We have simplified the range,” said Christine Wagner, Ford Australia’s general manager of fleet. “We’d like to see [sales] grow.”

The new Transit Custom is priced from $56,990 plus on-road costs, marking a premium over many of its key rivals.

But Wagner believes the Transit Custom’s focus on safety, technology and aftersales support will prove alluring for fleets and small businesses that often prioritise the total cost of ownership as a key metric.

So much so that Ford believes the Transit Custom can thrive in an increasingly cut-throat segment, to the point where the brand is quietly shooting for market leadership.

“I think gunning for commercial leadership for our customers… that’s a really important space to inhabit… and the customer experience that goes alongside that,” said Wagner.

Claiming market leadership would mean a big boost in sales for Ford. Last year in Australia Toyota sold 7133 versions of the HiAce van – well up on the 2843 of the Transit Custom.

And Ford would have to surge past hard-charging LDV (last year the Chinese brand recorded 3638 sales of the G10, which in 2024 has been joined by the newer Deliver 7) on its climb to the top.

Of course, having the best-selling van means not only out-selling the existing combatants but also any future alternatives, which will likely include vans from BYD – a brand with ambitions of toppling Toyota for outright sales.

“It’s a strong product,” said Wagner of the Transit Custom. “It took us a long time with Ranger [to get to number one].”

Crucially, Ford has also freed up more supplies of the new Transit Custom, clearing a major roadblock for the nameplate.

“One of the key shortcomings of Transit until now has been absence of supply,” said Wagner, who said that changes to the van’s Turkish manufacturing base would allow Ford Australia to get all the Transit Customs it wants.

“That opportunity of addressing supply is going to make a significant difference, along with the step-up of the product,” said Wagner.

“There’s no doubt we’re got a great product and we’ve got good supply, [so] we’re going to have an opportunity to win a lot of customers over.”

As well as the entry-level Trend, the Transit Custom will be offered in long-wheelbase (from $57,590), Sport ($59,990) and Sport double-cab guises, the latter priced from $62,990 and adding a second row of seats.

All Transit Customs are powered by a 125kW/390Nm 2.0-litre four-cylinder turbo-diesel driving the front wheels through an eight-speed automatic (a manual isn’t offered).

Claimed average fuel consumption is 8.0L/100km and the van requires AdBlue to meet emissions regulations.

Late in 2024 Ford will also add the E-Transit Custom to its local line-up, powered by a 160kW/415Nm electric motor driving the rear wheels.

Pricing hasn’t yet been set for the E-Transit Custom, but its UK positioning suggests we should expect a price close to $70,000.

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