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Even with the booming market for utility vehicles, some models from different categories stand out negatively in sales, becoming true stranded pickups for manufacturers.
The pickup truck segment in Brazil is going through a good moment, but not all models are able to keep up. Several manufacturers are facing difficulties with certain pickup trucks stuck in their yards or with registration numbers much lower than expected, raising alerts about strategies and consumer acceptance.
From traditional compacts to imported giants, the list of pickup trucks that are stuck or have worrying performance covers different proposals and price ranges. Factors such as old projects, inadequate market positioning, fierce competition and even questionable mechanical choices contribute to this challenging scenario.
Hot market, but not all models celebrate
While some pickups are breaking sales records, others are struggling to find their place. An analysis of the lowest-selling trucks in each category reveals the specific challenges faced by automakers, from the need for renewal to the difficulty of justifying high prices.
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Volkswagen Saveiro: popular in direct sales, but forgotten by the general public
The Volkswagen Saveiro, although it is among the best-selling compact cars, faces a dilemma. Its registration volume, such as the 5.692 units in March, is driven by direct sales to CNPJ. For individual customers, the old design, the simple cabin with basic finish and the competition from models such as 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 design is evident. Its engine is the well-known 1.6 MSI with 116 horsepower, with manual transmission.
Ford Maverick: Interesting design, disappointing sales
Launched with the promise of being a strong rival to the Fiat Toro, the Ford Maverick did not live up to expectations. Despite its robust design, interesting engine options (2.0 turbo petrol with 253 hp and a hybrid version with 194 hp) and good interior space, the high price and the finish with excessive hard plastic hindered its acceptance. The lack of a complete ADAS package is also a negative point. Last March, only 163 Maverick units were registered.
JAC Hunter and Jeep Gladiator: newcomer and niche among stranded pickups
The JAC Hunter is the newest mid-size diesel pickup truck on the market, but its start is worrying. With only 31 units sold in its first full month (March), the Chinese brand is facing distrust. Its exaggerated look, which tries to imitate American full-size pickup trucks, and the brand's lack of tradition in the segment are barriers, even with a modern interior and a 2.0 turbo diesel engine with 191 horsepower.
The Jeep Gladiator, a representative of gasoline-powered midsize pickup trucks, is an extreme niche case. 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 3.6-horsepower Pentastar 6 V284 engine resulted in only one unit being registered in March.
Chevrolet Silverado: the giant that didn't fully conquer the market
The Chevrolet Silverado has returned to Brazil to compete in the luxury full-size pickup segment. However, the choice of the 8-horsepower 5.3-liter V360 engine, considered less exciting than the 6.2 available in other markets or the engines of rivals such as the RAM 1500 and Ford F-150, compromised its appeal. Despite its imposing appearance, luxurious interior and full list of equipment, the Silverado registered only 45 registrations in March, failing to fully excite even the brand's fans.
How do you put the Saveiro, with more than 5.000 registrations per month, on this list? I have one and would only trade it for another. This is the profile of the car; for work and it is excellent in this regard.
They are talking about selling to individuals or better yet, individuals and the Saveiro does not have a buyer at the authorized dealership and they only buy used vehicles from Localiza, Movida, Hertz and other rental companies that buy directly from the factory at a **** price during the harvest.
It’s interesting that between Saveiro and Strada, I prefer Saveiro…
Put 500 kl in the Saveiro and see if it can handle it!!!
I carry 640kg directly in the Saveiro and I already had a Strada, Fiat is disappointing, the box is a ****
Each vehicle has its purpose, heavy work and difficult places is with Strada… light work and asphalt is with Saveiro.
Saveiro is already completely outdated compared to its competitors.