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Chevrolet Montana already disturbs competitors

The new model was already the fourth bestselling pickup in March

By George Guimarães | 4/11/23 | Translated by Jorge Meditsch

Pickup deliveries in Brazil reached nearly 79.9 thousand units in the first quarter, almost 30% more than in the same period last year. This growth was close to twice the average automobile and light commercial vehicles market evolution.

Besides one more year of accelerated growth in the segment, it is already possible to detect important sales ranking changes that indicate what should happen in the next months. The most recent and noticeable is the “Montana effect”.

The new Chevrolet pickup reached the dealers only in February but has already granted General Motors second place among light commercial vehicles. It contributed 4.4 thousand of GM’s 10.7 thousand deliveries in the trimester, an 11.7% market share – even with GM lacking vans, which Fenabrave includes in its ranking.

GM was surpassed only by Fiat with 40.6 thousand registers and a 44.6% share. One year ago, the American manufacturer had only 7.5% of the deliveries and was behind Toyota, second-placed then.

Fiat, the segment leader for many years, had more than 52%, mainly due to the success of the compact pickup Strada and the Toro – a model that now has Montana as a direct competitor.

Last month, with nearly four thousand deliveries, the new Chevrolet model was the country’s fourth bestselling pickup, behind Fiat Strada (9.9 thousand), Fiat Toro (5.6 thousand) and Toyota Hilux (4.4 thousand).

RAM and Nissan: the contrasts

The highlight in the pickup higher positions is the RAM. A Stellantis brand, such as Fiat, it had 1,171 units licensed in March, its best monthly result in the Brazilian market.

This performance elevated the RAM to fifth place among large pickups in the trimester with 2,433 units sold, almost half of them model 3500, the market’s larger pickup, priced around R$ 500 thousand.

The more than 500% growth compared to last year’s first quarter deliveries has also enabled something unexpected in such a short time: with its four models, the cheaper costing more than R$ 350 thousand, RAM is already ahead of Nissan.

The Japanese brand did a profound refurbishment in the Frontier in 2022, but has not achieved the expected commercial return. Only 1,661 Frontier units were sold in the first quarter, 23% less than last year, the largest setback among large pickups in 2023.

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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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