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Fiat Strada, Saveiro, and Toro Lead the Total Pickup Market and Surpass Toyota’s Hilux. However, in the Medium Pickup Market, the Japanese Brand is Dominating So Far.
As expected, the Fiat Strada closed the first quarter of this year leading the pickup segment with a considerable advantage. Although it ceded the top spot in the overall ranking for the period to the Volkswagen Polo, the compact pickup continues to register notable sales figures. Right after the Fiat Strada are the Saveiro and Toro. In the medium pickup segment, the Toyota Hilux stands out in the lead, although it does not occupy the top positions in the overall ranking.
How Many Units Were Sold in This First Quarter?
In total, there were 26,577 registrations for the Fiat Strada, more than double that of the second-placed Volkswagen Saveiro, with 12,364 units. By comparison, the numbers exceed those from the first quarter of 2023, with growth of almost 12%.
Closing the podium in third place was the Toro, Fiat’s mid-range model, with 10,219 registrations. Pickups are selling more and more, and in 2024, they already account for almost 20% of all passenger and light commercial vehicles registered.
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The Toyota Hilux is R$ 75.5 thousand cheaper and bets on the 2.8 turbodiesel engine with up to 204 hp and 50.9 kgfm to catch up with the VW Saveiro, which leads with 4,472 sales.
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The new Renault Koleos has a screen exclusively for the passenger that is invisible to the driver, heated rear seats, and 29 assistance systems, but its Chinese competitors cost R$ 40,000 less and deliver more power.
Thus, out of every five cars sold in Brazil, one is a pickup. According to the National Federation of Motor Vehicle Distribution (Fenabrave), in the first quarter of this year, 93,755 pickups were licensed out of a total of 483,000 passenger and light commercial vehicles registered. And the sale of pickups has been accentuated due to factors such as massive marketing campaigns by manufacturers, as well as investments in new products.
Currently, there are 21 models that segment into four categories: light, intermediate, medium, and large. The Fiat Toro and Toyota Hilux compete for third place unit by unit. The Japanese brand has accumulated 10,211.
Hilux Dominates in the Medium Pickup Market
The Toyota Hilux is a model that stands out and dominates in the medium pickup category. The Japanese brand narrowly missed the third position in the segment, having sold just eight units less than the Toro in the first three months of the year (10,211).
Following this, two other intermediates occupy the next positions: Ram Rampage (5,918) and Chevrolet Montana (5,815). Returning to the medium segment, Chevrolet S10 and Ford Ranger compete for seventh place in the ranking, with a relatively small difference in registrations.
The former had 5,370 registrations, while the latter ended with 5,053 and finished in eighth place. However, the S10 is about to hit the stores with a new look.
Even though it is not a new generation, as the Ranger was in the past, this deep reformulation should boost sales of the model. The last two positions in the Top 10 of the segment are occupied by the Renault Oroch, in ninth place, with 3,136 sales, and the Mitsubishi L200, with 2,530.
Check the Current Status of the Top Selling Pickups List for the First Quarter
Thus, check below which were the 10 best-selling pickups accumulated in 2024 so far:
- 1 – Fiat Strada – 26,577;
- 2 – Volkswagen Saveiro – 12,364;
- 3 – Fiat Toro – 10,219;
- 4 – Toyota Hilux – 10,211;
- 5 – Ram Rampage – 5,918;
- 6 – Chevrolet Montana – 5,815;
- 7 – Chevrolet S10 – 5,370;
- 8 – Ford Ranger – 5,053;
- 9 – Renault Oroch – 3,136;
- 10 – Mitsubishi L200 – 2,530.
An interesting fact is that the Ram Rampage, a rich cousin of the Toro, surpassed the Chevrolet Montana and took fifth place. But what draws attention is the price disparity.
The Montana is offered in five options with prices ranging from R$ 126,000 to R$ 160,000. On the other hand, the Rampage also has five options, but the prices range from R$ 252,000 to R$ 290,000.
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