For decades, the Zimbabwean SUV market has been defined by a singular, unshakable loyalty to the Toyota Fortuner.
But a shift is occurring on the country’s roads. As the Next-Gen Ford Everest Platinum begins to appear in greater numbers from Samora Machel Avenue to the rugged tracks of Nyanga, the long-standing king of the segment is facing its most sophisticated challenger yet.
The Platinum trim, in particular, is spearheading this movement, repositioning the Everest not just as a capable off-roader, but as a genuine luxury alternative to more expensive European marques.
How then is the American contender winning the hearts of Zimbabwe’s motoring public?
V6 Dominance
In a market where towing capacity and overtaking legs are prized, the Everest Platinum has more power than the Fortuner.
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While the Fortuner relies on its dependable 2.8-litre four-cylinder engine, the Platinum boasts a 3.0-litre V6 turbodiesel.
For local drivers, the difference is mechanical poise.
The V6 offers a level of refinement and effortless torque that makes long-distance hauls to the Lowveld or Kariba far less taxing.
Coupled with a 10-speed automatic transmission, the Everest maintains a smooth power delivery that outclasses the more utilitarian feel of the Fortuner’s 6-speed gearbox.
Exterior
Visually, the Everest Platinum has successfully leaned into a Tough Luxury identity.
The most striking difference is the footprint, the Platinum sits on massive 21-inch alloy wheels, giving it a towering road presence that makes the Fortuner look somewhat diminished in comparison.
The signature C-Clamp LED matrix headlamps, a design cue shared with its more powerful sibling, the Ford Ranger Raptor, provide a high-tech front stance that appeals to Zimbabwe’s growing class of young executives and tech-savvy entrepreneurs.
It no longer looks like a workhorse with a canopy, it looks like a purpose-built luxury flagship.
Interior
Perhaps the most decisive factor in the Platinum’s local success is the cabin technology.
For years, the Fortuner has been criticised for an interior that feels stuck in the previous decade. Ford has exploited this weakness ruthlessly.
Step inside the Platinum, and you are met with:
* A 12.4-inch Digital Cluster: Replacing traditional needles with a high-definition screen.
* Climate-Controlled Luxury: In the searing Zimbabwean heat, the heated and cooled front seats have become a non-negotiable luxury for premium buyers.
* Space Management: Unlike the Fortuner’s famous “side-folding” third-row seats—which many local owners find cumbersome—the Everest’s seats fold flat into the floor, offering a much more versatile loading area for groceries or camping gear.
The price of the Ford Everest Platinum is around $82,000 and the Toyota Fortuner GR-Sport starts around $62,000.
It is not about the price, it is about preference and taste. The Ford Everest has a striking presence, the one that feels more expensive than the SUV itself.
People choose this over the Toyota for its character, a boxy vehicle that feels as sporty as a performance sedan or coupe.
The Toyota brand often excels in the reliability aspect, but Ford has developed an SUV that is as reliable as the Fortuner itself.
In the long run, the Toyota holds its value well compared to the Everest.
The Toyota is simple, as a result, it is easier to fix and most definitely cheaper than the Ford.
A customer is more likely to have high maintanance cost on the Ford Everest than on the Fortuner, because of the level of sophistication that it has.
While Toyota still holds the crown for resale value and a massive service footprint across Zimbabwe’s smaller towns, the Ford Everest Platinum is winning the battle of desire.
For the Zimbabwean motorist who wants the ruggedness to survive a potholed detour but the prestige to park at a high-end diplomatic function, the Platinum is increasingly becoming the go-to SUV.
The era of the single-choice market is officially over.