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Three months in the market, Montana still doesn’t match Toro

In May, the new Chevrolet pickup sold less than the Toyota Hilux

By George Guimarães | 6/2/23 | Translated by Jorge Meditsch

After three months at the dealerships, Montana’s sales did not yet meet the performance expectations it generated in the segment.
Considered a direct competitor of the Fiat Toro, the segment leader, the new pickup made by General Motors in São Caetano do Sul, SP, has not even overcome the Toyota Hilux, a model with bigger size, cargo capacity and – above all – price.

In May, the Chevrolet model sold 3,592 units versus Hilux’s 3,986 deliveries and 4,986 Toros licensed. The Fiat pickup was once more the first place among medium-large pickups, according to Fenabrave.

Along its first three full months of sales, from March through May, Montana sold nearly 10.7 thousand units. It also sold 349 units in February. In the same period, the Toro sold almost 40% more, 14.4 thousand, and the Toyota Hilux was second with 11.5 thousand deliveries.

A source connected to the Chevrolet dealer net told AutoIndústria that this performance is beyond the dealer’s expectations. “For now, there is some frustration with these figures’, he said.

Anyway, the arrival of Montana is already changing the segment, which totaled 21.7 thousand deliveries in May and 88.4 thousand in the year. Last year, the Toro had a 30.4% share from January through May, and the Hilux, 25%. In the same period in 2023, these shares fell to 23.6% and 20.1%.

This week, General Motors announced it would halt the production of the S10 pickup in São José dos Campos, SP, for ten days. The company justified the measure for a demand fall.

According to the local Metalworkers Union, about three thousand units of the pickup will not be produced. The S10 was the fourth bestseller in May, right behind the Montana.

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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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