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Pickup Market Collapses In August: Hilux Drops 33%, Toro Over 20% And Renault Oroch Registered An Increase In Sales But Without Climbing The Ranking.
The month of August 2025 was tough for the Brazilian automotive market, especially for the pickup segment. According to data from Fenabrave, sales fell 17.4% compared to July, a result of fewer working days, an unstable economy, and a credit crunch.
Even the leaders were not spared. Hilux, Toro, S10, Ranger, and even the invincible Fiat Strada recorded declines, showing that the sector went through a moment of widespread weakness.
Hilux Was The Biggest Decline
Among the mid-size models, the Toyota Hilux suffered the largest drop of the month: –33.6%, falling from 5,368 registrations in July to 3,568 in August. The drop shows the growing pressure from competition and the effects of the market cooling.
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Toro, S10, Ranger, And Saveiro Also Declined
- Fiat Toro: –20.1% (3,182 units).
- Chevrolet S10: –11.7% (2,340 units).
- Ford Ranger: –15.4% (2,627 units).
- Volkswagen Saveiro: –5.9% (5,358 units).
- Ram Rampage: –1.3% (1,951 units).
- Mitsubishi Triton: –4.7% (1,008 units).
All models felt the impact of a shorter August and a less heated market.
Strada Remains On Top Despite Drop
Despite the decline, the Fiat Strada remains unscathed in the position of absolute leader. The model registered 11,834 units in August, a drop of 8.2% compared to July, but still nearly double that of the runner-up Saveiro.
The Strada shows that it continues to be the benchmark among pickups, even in a month of negative results for the entire category.
The Pickup Ranking In August 2025
| Position | Model | Sales August | Variation Vs July |
|---|---|---|---|
| 1st | Fiat Strada | 11,834 | –8.2% |
| 2nd | VW Saveiro | 5,358 | –5.9% |
| 3rd | Toyota Hilux | 3,568 | –33.6% |
| 4th | Fiat Toro | 3,182 | –20.1% |
| 5th | Ford Ranger | 2,627 | –15.4% |
| 6th | Chevrolet S10 | 2,340 | –11.7% |
| 7th | Ram Rampage | 1,951 | –1.3% |
| 8th | Chevrolet Montana | 1,657 | +0.1% |
| 9th | Mitsubishi Triton | 1,008 | –4.7% |
| 10th | Renault Oroch | 959 | +2% |
Leadership Maintained But Market On Alert
August proved that even the largest pickups are not shielded from a cooling market. The Fiat Strada remains isolated in the lead, but it has lost momentum. Hilux Plummeted 33%, Toro Dropped 20%, and the others also finished in the red.
The exception was the Renault Oroch, with a modest increase of 2%, but still sitting at the bottom of the ranking. This reinforces that the true prominence remains in the hands of the Strada, which dominates the market with ease.
JÁ viram o preço das Picups?
Eu tenho uma Frontier 23/24 que custou 242 mil a vista e hj me oferecem 120 mil pra me vender outra igual zero, só desinformados e além disso as pessoas (eu sou um) descobriram que compraram pick-up pela propaganda, bom mesmo é um Sedan, Pick-up é pra trabalho e as pessoas descobriram isso qdo compraram uma.
Agora vou esperar um pouco pra ver os lançamentos e em 2026 comprar de novo um sedam.
Já viram que pick up tá com preço de BMW?
A melhor que tem é a Montana diesel, gostaria de comprar uma, pena que não tenho o dinheiro 😢
Quem quiser me dar esse presente, olha o pix aí 83982129623 😍✌🏼
O problema é que a Stellantis não tem a Toro 2026 para entregar, interesse o público tem em comprar a Toro, mas a montadora não tem o carro para entregar.