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With many novelties, pickups already detain 19.1% of sales

Licensing grew 26% this year, more than twice the market’s average

By George Guimarães | 6/26/23 | Translated by Jorge Meditsch

The pickups keep as Brazilian market highlights in 2023. The segment summed 144.3 thousand units licensed in the first five months, a 26% increase over the same period in 2022. In the same period, sales of automobile and light commercial vehicles (including pickups and vans) improved only by 10.5%.

With this performance, pickup sales reached 19.1% of the 754.9 total deliveries. This is the higher participation in the last few years. From January through May 2022, this segment’s share was 16.7%, not far from what happened over the year’s 12 months.

The higher share in recent years was in 2021, when 358.4 thousand units reached the streets, but they represented 18.2% of automobile and light commercial vehicle sales at the time. Before the pandemic, in 2019, the segment sold 342.7 units, only 12.9% of the total market.

According to Fenabrave, large pickups were the most licensed. In 2023, they already surpassed 88.3 thousand units versus 56 thousand compacts – since long a Fiat Strada’s almost exclusive territory.

The dominance of large models should grow even more up to the end of 2023. As the compact models offer is practically limited to two models – the Strada with 41.5 thousand deliveries and a 74% share and Volkswagen Saveiro – the larger category has grown over the last months with new products and updates.

There were launched the Chevrolet Montana, Ford’s F-150, hybrid Maverick and new-generation Ranger, and the most recent novelty, the Ram Rampage.

At the launch of Ram’s first national pickup, brand executives estimated its sales potential up to two thousand monthly units. If so, the Rampage could immediately disturb Chevrolet Montana’s performance. With equivalent size, the GM vehicle accumulated 11.4 thousand registers in five months, 2.8 thousand a month.

Large pickups lead remains with the Fiat Toro, Rampage’s “cousin” that shares its platform, components and Stellantis’ assembly line in Goiana, PE. Even considering a possible cannibalization of Toro’s share by the Rampage, Fiat’s model should keep a wide margin, at least this year.

In the first five months, the Toro sold 20.9 thousand units, 23.6% of a segment that includes consolidated products such as the Toyota Hilux, second placed with 17.8 thousand, and the Chevrolet S10 (11.4 thousand). In 2022, the Toro sold 49.6 thousand units and a solid 26% segment share.

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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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