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Pickup sales fell 12% in the year – twice the market fall

Large models performed even worst, plunging almost 16%

By George Guimarães | Translated by Jorge Meditsch

A Brazilian market star last year, with sales growth over average, the pickup segment is behaving completely differently in 2022. While the automobile and light commercial vehicles sales went 5% down from January to September, pickups fell more than twice, 12.5%.

Compared to the 270.7 thousand units negotiated in the first nine months of 2021, 236.3 thousand were delivered this year, including small and large models. In the first case, where there are just two products – Volkswagen Saveiro and Fiat Strada, the last one responsible for 87% of the registers and bestselling vehicle in Brazil – the fall was close to 8%, from 107.4 thousand to 99 thousand vehicles delivered.

For the large pickups, the scenario is even worst. The subsegment is disputed by 11 models from nine brands and was marked in the last months by aesthetical and mechanical updates in products already known and the arrival of new competitors.

Year-to-date, 137.3 thousand units left the dealerships, 15.9% less than in the same period in 2021 – also twice the small models’ loss.

With more competitors and smaller sales, the dispute for the consumer became even fiercer, with some models losing space and others advancing, such as the Mitsubishi L200 and the RAM models. The American brand sold 2,791 units since January, overcoming the 2,762 pickups commercialized all over the year in 2021.

Photograph: GM

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George Guimarães

Jornalista com passagens por jornais, revistas, tevê e assessoria de imprensa, é especializado na cobertura do setor automotivo há trinta anos, período em que já viu (quase) de tudo da indústria, seus produtos, mercado, cadeia produtiva, tecnologias e políticas industriais.

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