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Even With The Market Heated For Utilities, Some Models From Different Categories Stand Out Negatively In Sales, Becoming True Oversupplied Pickups For Manufacturers.
The pickup segment in Brazil is enjoying a good moment, but not all models can keep pace. Several manufacturers face difficulties with certain oversupplied pickups in their lots or with registration numbers far below expectations, raising alarms about strategies and consumer acceptance.
From traditional compact models to large imports, the list of oversupplied pickups or those with concerning performance includes various proposals and price ranges. Factors such as old projects, inadequate market positioning, fierce competition, and even questionable mechanical choices contribute to this challenging scenario.
Heated Market, But Not All Models Celebrate
While some pickups set sales records, others struggle to find their space. The analysis of the least sold in each category reveals the specific challenges faced by manufacturers, from the need for renewal to the difficulty in justifying high prices.
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Volkswagen Saveiro: Popular In Direct Sales, But Forgotten By The General Public
The Volkswagen Saveiro, although ranking among the best-selling compacts, faces a dilemma. Its registration volume, like the 5,692 units in March, is driven by direct sales to CNPJ. For the individual customer, the old project, the simple cabin with basic finishing, and the competition from models like the Fiat Strada and the new Chevrolet Montana, which are more modern and equipped, weigh against it. Visually, the Saveiro tries to maintain a sporty look, but the age of the project is evident. Its engine is the well-known 1.6 MSI with 116 horsepower, paired with a manual transmission.
Ford Maverick: Interesting Design, Disappointing Sales
Launched with the promise of being a strong rival to the Fiat Toro, the Ford Maverick has not met expectations. Despite a robust design, interesting engine options (2.0 turbo gasoline with 253 hp and a hybrid version with 194 hp), and good interior space, the high price and excessive use of hard plastic in its finishing have hindered its acceptance. The absence of a complete ADAS package is also a downside. In the last month of March, only 163 units of the Maverick were registered.
JAC Hunter And Jeep Gladiator: Newcomer And Niche Among Oversupplied Pickups
The JAC Hunter is the newest midsize diesel pickup on the market, but its start is concerning. With only 31 units sold in its first full month (March), the Chinese model faces distrust. Its exaggerated visual, which tries to mimic full-size American pickups, and the brand’s limited tradition in the segment are barriers, even with a modern interior and a 2.0 turbo diesel engine with 191 hp.
On the other hand, the Jeep Gladiator, a representative of midsize gasoline pickups, is a case of extreme niche. With an imposing look derived from the Wrangler and great off-road capability, its price of R$ 499,900 and the high consumption of the Pentastar 3.6 V6 engine with 284 hp resulted in only one unit registered in March.
Chevrolet Silverado: The Giant That Did Not Fully Conquer The Market
The Chevrolet Silverado returned to Brazil to compete in the luxury full-size pickup segment. However, the choice of the V8 5.3 engine with 360 hp, considered less exciting than the 6.2 available in other markets or the engines from rivals like RAM 1500 and Ford F-150, compromised its appeal. Despite its imposing look, luxurious interior, and loaded equipment list, the Silverado registered only 45 registrations in March, failing to completely excite even the brand’s fans.
Eu acredito se a wolksvagem continuasse com a Saveiro de modelo com cabine estendida, estaria vendendo bem aí colocaram a de cabine dupla ficou bonita , mais o valor chega ser próximo de uma camionete em ficou pesado o valor pr muitos . Agora sobre a Maverick tbem acredito que se continuassem como carro e não uma camionete com nome de um carro popular ,aposto que tbem venderia bem , não sou engenheiro mais vcs (engenheiros) teriam que fazer pesquisas antes de fabricar algum veículo, uma dica assistam o filme Ford vs Ferrari, acho que vcs vão ter conceitos ….
Montadora no Brasil não ouve o cliente, não pergunta sobre questões mecânicas, modelos ou valores dos produtos.
Aqui e Brasil.
A **** que se monta e vem de fora começa pelo combustível,uma mer…oferecida ao cidadão.
Saveiro passou da hora de mudar totalmente, radical, projeto velho e ultrapassado com motor péssimo. Saveiro boa foram as G3 com motor AP.