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Fiat Toro Has Its Best Month Since 2021 and Dominates the Pickup Market, While the Nissan Frontier Records Its Worst Performance in 23 Years.
Fiat Toro Soars and Makes History in October in the Pickup Market
The Brazilian automotive market experienced a hectic month in October 2025. The pickups returned to center stage, with absolute highlight on the Fiat Toro, which achieved its best result since 2021. The model recorded 5,915 units sold, establishing itself as the sole leader among mid-size pickups.
Meanwhile, at the other end, the Nissan Frontier faced its worst performance in 23 years, selling only 162 units, the lowest volume since 2002. The contrast between the results reflects the new dynamics of the sector, where cost-effectiveness and technological innovation have increasingly weighed in consumer choices.
According to Fenabrave, 47,443 pickups were registered in October, representing 19.1% of all vehicles sold in Brazil. Compared to September (45,609), there was a growth of 4%, reinforcing the segment’s momentum.
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Fiat Toro Takes Lead with Its Best Performance Since 2021
The Fiat Toro dominated the mid-size segment and surprised the automotive market. With 5,915 units sold, the model recorded its best month since November 2021. The growth of 14.3% compared to September demonstrates the strength of the Italian brand in maintaining public interest.
The combination of robust design, urban versatility, and good cost-effectiveness has made the Toro one of the most balanced pickups in the country. According to analysts, the extensive dealer network and Fiat’s strong presence in medium-sized cities help sustain this positive performance.
Just behind, the Ram Rampage secured second place with 3,053 units, surpassing its own record from 2023. Meanwhile, the Chevrolet Montana ranked third, but with a significant decline of over 30% in sales.
Hilux Soars Among Mid-Size Trucks and Expands Advantage Over Competitors
Among the mid-size pickups, the Toyota Hilux maintained its leadership comfortably. There were 5,204 units sold, an increase of nearly 10% compared to 2024. The difference of almost two thousand units over the nearest rival illustrates the strength of reliability and Japanese tradition.
In the battle for second place, the competition was intense: Chevrolet S10 (3,312) and Ford Ranger (3,310) were separated by only two units. Both recorded their best results of the year, reinforcing the good moment for mid-size trucks with diesel engines focused on heavy-duty work.
Additionally, the Mitsubishi Triton continues to grow and exceeded the milestone of a thousand registrations for the fourth consecutive month. On the other hand, the Nissan Frontier experienced a decline of 58% compared to September and suffers its worst result since 2002 — a reflection of the lack of new versions and price pressure in the segment.
Silverado Takes the Throne Among Full-Size Pickups
In the full-size pickups, the competition was fierce. The Chevrolet Silverado surprised and claimed the top spot with 147 units sold, a growth of 145% compared to September. It is the best performance since January 2024, demonstrating the model’s appeal among consumers seeking strength and luxury.
The Ram 3500 held second place, with 139 units, while the Ford F-150 fell to third position, even registering an increase of 183% over the same period in 2024. This variation reinforces that the premium pickup market remains vibrant, driven by imports and high added value.
A notable fact of the month was the first registered unit of the Toyota Tundra, without official import. Even symbolic, this number marks the debut of the Japanese model among the giants of the segment.
Fiat Strada Maintains Hegemony Among Small Trucks
In the small pickups, the Fiat Strada remains unbeatable. There were 14,041 units sold, ensuring nearly 70% of the market and maintaining absolute leadership in the ranking. Even with a slight decline of 4% compared to 2024, the model continues to be the best-selling vehicle in the country within the category.
The Volkswagen Saveiro follows closely behind, with 6,437 units, maintaining positive momentum and surpassing the five thousand units mark for the seventh consecutive month.
Pickup Sector Remains Stable and Competitive
In total, pickups accounted for 47,443 units sold in October, a number almost identical to that of 2024. Although the growth is modest, the sector shows consistency and diversity, with space for both work vehicles and luxury models.
With the Fiat Toro on the Rise and the Nissan Frontier in Free Fall, the pickup market reinforces the trend that Brazilian consumers are seeking versatility, comfort, and cost-effectiveness — characteristics that define the success of the brands that best adapt to new demands.
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