Portuguese 
English 
Spanish 
5 min of reading 
0 comments 
Pickup Trucks Gain Strength in the National Market with Advanced Technology, Powerful Engines, and SUV Design
The pickup truck market remains strong in 2025, driven by consumers seeking versatility, robustness, and comfort in a single vehicle. According to data from Fenabrave and a survey by Motor1, the segment surpassed 150,000 units sold in the first half, combining compact and medium versions.
These numbers reinforce that the pickup truck has ceased to be just a work tool. Today, it represents one of the main symbols of balance between performance and practicality, for both rural producers and urban drivers who value technology and safety.
Automakers invest in connectivity, assistance systems, and more efficient engines. And, although prices are higher, the market remains heated, especially among leaders Fiat Strada and Toyota Hilux.
-
The car stored for 38 years: when opening the barn door, what appears is breathtaking and looks like a scene from a movie!
-
Fiat works miracles in the Brazilian market, lowers the price of its 0 km hatch to R$ 69,990, reestablishes the model as the cheapest car in the country, and reignites the battle against Kwid and C3.
-
Chevette with cooking gas: How the gas cylinder ends up being used in cars clandestinely and why this makeshift solution can result in leaks, explosions, damaged engines, and seized vehicles.
-
Fiat launches the new 2027 Toro hybrid with 48V, 176 hp, an electric motor of 15.5 hp, a 0.85 kWh battery, up to 7% fuel savings, 8% fewer emissions, and possible exemption from IPVA.
Fiat Strada: Consolidated Leadership Among Compacts
The Fiat Strada remains sovereign. Between January and June 2025, the model recorded 62,697 units sold, according to Canaltech.
The success comes from a balanced set: low maintenance costs, fuel economy, and options for urban or professional use.
The price of the pickup truck starts at R$ 108,990 for the Endurance 1.3 version and reaches R$137,990 for the Volcano CVT, equipped with an automatic transmission, multimedia center, and enhanced interior finish.
The Firefly 1.3 engine of up to 107 hp delivers adequate performance and efficiency, ideal for those seeking economy in daily use. The differentiator lies in versatility: the Strada combines load capacity with the comfort of a compact car, keeping it at the top since 2020.
Toyota Hilux: Robustness and Reliability First
Among the midsize pickups, the Toyota Hilux continues to be a reference. According to Motor1, 14,150 units were registered as of April 2025, consolidating the model as the favorite for those seeking durability and four-wheel drive for heavy-duty work.
The price of the Toyota Hilux pickup truck starts at R$ 235,590 for the Cab Chassis MT version, intended for fleets and commercial use, and goes up to R$ 342,390 for the automatic SRX Plus, equipped with a 2.8 turbo diesel engine with 204 hp, automatic transmission, and 4×4 drive.
The Toyota Safety Sense package offers lane-keeping assist, collision warning, and adaptive cruise control — features previously restricted to luxury SUVs.
For 2026, the brand is expected to introduce a mild hybrid version in Brazil, combining a diesel engine with an auxiliary electric system, reducing consumption and emissions.
Fiat Toro and Chevrolet S10: Intermediate Options with Distinct Audiences
The Fiat Toro maintains a prominent position among compact-midsize pickups. Produced in Pernambuco, it combines smaller dimensions than traditional pickups with an SUV look and comfortable cabin.
The price of the Toro pickup truck starts at R$ 155,990 for the Endurance 1.3 turbo flex version and reaches R$ 213,990 for the Ultra turbodiesel 4×4, equipped with a nine-speed automatic transmission.
The model appeals to those looking for a car for everyday use, but that can also handle dirt roads or small loads.
The Chevrolet S10, on the other hand, bets on strength and tradition. With a 2.8 turbo diesel engine with 200 hp and a six-speed automatic transmission, the 2025 S10 starts at R$ 240,000 for the LT version and exceeds R$ 320,000 for the High Country.
The 2026 lineup promises significant changes: new front design, redesigned interior, and digital features similar to those of the North American Chevrolet Colorado.
Ford Ranger, Mitsubishi L200 Triton Sport, and VW Amarok: The Battle at the Top of the Midsize Segment
The midsize pickup segment is experiencing one of its most competitive moments.
The 2025 Ford Ranger, completely renewed, is one of the most technological in the category. Starts at R$ 239,990 for the XLS 4×4 turbodiesel version and reaches R$ 354,990 for the Limited V6 turbodiesel version with 250 hp — the most powerful sold in the country.
The Mitsubishi L200 Triton Sport maintains its reputation for resistance in agribusiness. The starting price is R$ 265,990, with a 2.4 turbo diesel engine with 190 hp and 4×4 drive with low range.
The imported Volkswagen Amarok V6 Extreme continues to be a premium option. The model costs around R$ 330,000 and offers high performance with 258 hp and an eight-speed automatic transmission.
These models reinforce how sophisticated the category has become: today, midsize pickups deliver the same level of comfort, connectivity, and safety as high-end sedans and SUVs.
Why Are Prices Higher?
The price of pickup trucks in Brazil has risen mainly for three reasons:
- High production costs, with more electronic components and turbocharged engines.
- Unfavorable exchange rates, which make imported parts, especially transmissions and traction systems, more expensive.
- Constant demand, as even with high prices, the segment continues to sell well — which reduces the pressure for promotions.
On average, the most equipped midsize pickups exceed R$ 300,000, while compact ones start near R$ 110,000.
What to Expect for 2026
The next year is expected to mark a new phase for the segment. The hybrid Toyota Hilux, the 2026 Chevrolet S10 with a digital interior, and the possible new generation of the Fiat Toro are bets to keep the market thriving.
Pickup trucks are expected to become even more efficient and safe, following gradual electrification and the evolution of emission standards.
Even with high prices, the pickup truck remains one of the most valued vehicles by Brazilians.
In 2025, Fiat and Toyota maintain their leadership with established products, while Ford, Chevrolet, Mitsubishi, and Volkswagen expand their investments in technology and performance.
In the end, the consumer needs to evaluate more than just design and power: maintenance costs, fuel consumption, and real usage should guide the purchase.
And you, reader: which pickup truck best fits your profile, the brute force of the midsize or the practicality of the compacts?
Share your opinion in the comments.
-
Uma pessoa reagiu a isso.