Fiat Strada, Saveiro and Toro lead the total pickup truck market and overtake Toyota and Hilux. However, in the mid-size pickup truck market, the Japanese company is dominating to date.

As expected, the Fiat Strada ended the first quarter of this year leading the pickup truck segment with a considerable advantage. Although it gave up first place in the general ranking of the period to the Volkswagen Polo, the compact pickup truck continues to record notable sales figures. Just after Fiat Strada, there are Saveiro and Toro. In the medium pickup truck segment, the Toyota Hilux stands out as the leader, although it does not occupy the top positions in the general ranking.

How many units were sold in this first quarter?

In total, they were 26.577 Fiat Strada registrations, more than double that of second place, Volkswagen Saveiro, with 12.364 units. As a comparison, the numbers surpass those of the first quarter of 2023, with growth of almost 12%.

Closing the podium in third place was Toro, Fiat's intermediate model, with 10.219 licensing. Pickup trucks are selling more and more and by 2024, they will already account for almost 20% of all passenger cars and light commercial vehicles registered.

Thus, of every five cars sold in Brazil, one of them is a pickup truck. According to National Federation of Motor Vehicle Distribution (Fenabrave), in the first quarter of this year they were licensed 93.755 pickup trucks from a total of 483 thousand registered passenger cars and light commercial vehicles. And the sale of pickup trucks has increased due to factors such as massive marketing campaigns by manufacturers, as well as investments in new products.

There are currently 21 models that are segmented into four categories: light, intermediate, medium and large. Fiat Toro and Toyota Hilux compete for third position unit by unit. The Japanese accumulates 10.211.

Hilux dominates the midsize pickup truck market

A Toyota Hilux is a model that stands out and dominates the medium pickup truck category. The Japanese company narrowly missed out on third place in the segment, as it sold just eight fewer units than Toro in the first three months of the year (10.211).

Then, two other intermediates occupy the following positions: Ram Rampage (5.918) and Chevrolet Montana (5.815). Returning to the averages, the Chevrolet S10 and Ford Ranger fight for seventh place in the ranking, with a relatively small difference in registrations.

The first had 5.370 licensing, while the second had 5.053 and finished in eighth place. However, the S10 is about to hit stores with a new look.

Even if it is not a new generation, as the Ranger was in the past, this profound redesign should boost the model's sales. The last two places in the Top 10 in 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 list of best-selling pickup trucks in the first quarter

Therefore, check below which were the 10 best-selling pickup trucks 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, overtook the Chevrolet Montana and took fifth place. But what draws attention is the price disparity.

The Montana is offered in five options with values ​​ranging between R$126 and R$160. Rampage also has five options, but prices vary from R$252 to R$290.