From January to April 2024, the pickup truck market in China showed a magnificent development trend. According to the data, the total sales of pickup trucks during this period reached 173,000 units, a year-on-year increase of about 5%. What's more noteworthy is that the export market performance of pickup trucks is also outstanding, with cumulative sales of 73,000 units, accounting for 42% of total sales.
In this context, the market structure of mainland pickup truck companies is also undergoing significant changes. Great Wall, a traditional long-established automaker, maintained its leading position, with sales of 61,600 units from January to April, accounting for 35.6% of the market share. However, brands such as Changan, Jiangling, and SAIC Maxus have also risen rapidly in the near future, with sales exceeding 20,000 units, forming a new "second echelon" competition situation.
At the same time, new power companies such as BYD have also begun to frequently develop high-end pickup market segments, injecting new vitality into this field. All kinds of signs show that the mainland pickup truck market is undergoing a profound reshuffle and reshaping, and the traditional old and emerging forces are in a fierce competition, and it is still unknown who can finally control the high point.
The century-old genes of traditional old enterprises
In the current pickup truck market pattern, Great Wall is undoubtedly a well-deserved "hegemon". As the pioneer and leader of China's pickup truck market, Great Wall has begun to lay out this segment since the 90s of the last century, and has accumulated the loyalty and brand influence of many consumers.
From January to April, Great Wall sold 61,600 pickup trucks, accounting for 35.6% of the market. Despite the year-on-year decline, Great Wall will still consolidate its position as the No. 1 in the industry. This fully reflects the comprehensive advantages of this veteran car company in terms of product strength, marketing network and service support.
Taking product strength as an example, Great Wall continues to launch models that cater to the needs of users with its deep insight into the pickup truck market segment. From the initial hard-core off-road orientation, to the gradual consideration of life and comfort, Great Wall's pickup truck product matrix has been continuously enriched to meet the needs of different consumer groups. The newly launched Artillery V series and other models have made significant improvements in key indicators such as power and off-road performance, and have won the favor of users.
At the same time, Great Wall also continues to make efforts in marketing network construction and service support. Up to now, the car company has more than 500 4S stores across the country, and has built a sales and service system covering urban and rural areas. From car purchase, car use to after-sales, Great Wall car owners can enjoy a systematic and standardized experience, which is also an important reason why it can maintain its advantage in the fierce competition.
Of course, as a century-old brand, Great Wall also has profound brand genes and cultural accumulation. In the minds of consumers, the brand image of Great Wall pickup trucks such as hardcore, durable and practical has been rooted in the consumption habits of Chinese people. This "first-mover advantage" undoubtedly gives it an advantageous position in the fierce market competition.
The rise of the "latecomers".
While Great Wall continues to maintain its leading position in the pickup truck market, some "rising stars" have also been forging ahead in recent years, posing a considerable challenge to the traditional landscape.
Among them, the most prominent are Changan, Jiangling, SAIC Maxus and other brands. From January to April, the sales of pickup trucks of these three companies reached 19,800, 18,700 and 18,600 units, respectively, which increased to varying degrees compared with the same period last year.
The reason why these emerging forces can achieve such a brilliant performance in a short period of time is due to their continuous efforts in product strength and brand marketing.
In the case of Changan, for example, the auto company's layout in the pickup truck field can be traced back many years. Through in-depth insight into the market segment market, Changan has successively launched the Cheetah series and other models, striving to be different in terms of design language, functional configuration, etc., which has attracted the attention of consumers.
In terms of brand marketing, Chang'an also attaches great importance to it. With the help of the wild image of the "Cheetah", they created a series of attractive advertisements and content that gave consumers a more intuitive and positive impression of the model.
Similarly, JMC and SAIC Maxus have also put a lot of effort into product strength and brand promotion. Relying on the long-term accumulation of technical advantages, the former has launched pickup truck models with excellent performance and quality; The latter has played a new trick in its marketing strategy, attracting new consumer groups with the personality positioning of "home pickup".
The key to the success of these "latecomers" in a short period of time is that they have better seized the opportunities of market changes.
In recent years, with the continuous upgrading of lifestyles and the increasing diversification of automobile uses, more and more consumers have begun to favor models with multiple attributes such as pickup trucks. These emerging brands have keenly captured this trend and adjusted their product strategies and marketing methods to gain a head start in the market competition.
Undoubtedly, these rising stars are gradually narrowing the gap with the Great Wall and other established car companies, and have become important participants in the new round of competition in the pickup truck market. As long as they can continue to maintain their innovation drive, I believe that they will emerge in this booming segment in the future.
The frequent exertion of new forces
In addition to the fierce competition between traditional old car companies and emerging forces, the pattern change of the mainland pickup truck market is also reflected in the frequent efforts of some emerging car companies.
The most eye-catching is BYD's layout in this field. Since May this year, BYD's new energy pickup truck SHARK has been officially launched in the Mexican market, with a price of about 386,000 yuan. This has undoubtedly injected new vitality into the high-end pickup segment.
The reason why BYD dares to "heavy-hand" in the high-end pickup market is that it has strong technical strength and brand influence as a backing. As a leader in the field of new energy vehicles, BYD's advantages in core technologies such as electric drive systems and batteries are obvious.
In addition to the competition between traditional car companies and emerging forces, the reshaping of the pickup market pattern in the mainland is also reflected in the frequent efforts of some new power enterprises. Among them, the most eye-catching is BYD's layout in this field.
Since May this year, BYD's new energy pickup truck SHARK has been officially launched in the Mexican market, with a price of about 386,000 yuan. This has undoubtedly injected new vitality into the high-end pickup segment.
The reason why BYD dares to "heavy-hand" in the high-end pickup market is that it has strong technical strength and brand influence as a backing. As a leader in the field of new energy vehicles, BYD's advantages in core technologies such as electric drive systems and batteries are obvious. At the same time, over the years, the company has also accumulated a high brand awareness and reputation, and has become synonymous with "the first share of new energy" in the minds of consumers.
With these key advantages, BYD's SHARK model naturally has excellent product competitiveness. The car has reached the level of high-end pickup trucks in terms of design, performance, and intelligent technology, which will undoubtedly bring a new choice to this market segment.
Moreover, unlike the traditional car companies that have been working hard in the field of pickup trucks for many years, BYD's entry into the high-end pickup market also has its own unique demands.
On the one hand, this is an important measure for this new energy vehicle company to adapt to market changes and expand its business boundaries. With the increasing demand of consumers for multi-functional models, high-end pickup trucks will undoubtedly become one of the key directions of BYD's future strategic layout.
On the other hand, by entering the high-end pickup truck market, BYD also hopes to further enhance its voice and influence in the field of new energy vehicles. The debut of the SHARK model will undoubtedly establish a deeper brand image for BYD in this field, and may also pose a certain impact on traditional pickup giants such as Great Wall.
Undoubtedly, BYD's move has undoubtedly injected new vitality into the entire pickup truck market. In the future competitive landscape, how traditional car companies respond to such "disruptive" challenges will be an important question for them to think about.
The new energy trend has swept the pickup truck market
In addition to the frequent efforts of new power enterprises, the pattern change of the mainland pickup truck market is also reflected in the sweep of a new energy trend.
According to the data, from January to April 2024, some new energy models have appeared in the mainland pickup truck market. For example, Radar New Energy, which was previously acquired by Geely, launched a new pure electric pickup truck RD6; Changan also launched its first extended-range pickup truck "Hunter" this year.
The emergence of these new energy pickup trucks has undoubtedly injected new vitality into the entire market. On the one hand, they meet the needs of some consumers for "green travel" by virtue of their environmental protection and energy saving; On the other hand, the innovation of these products in power systems, intelligent technology and other aspects will also drive the improvement of the entire pickup truck market segment.
It should be pointed out that the rise of new energy pickup trucks is not an isolated incident, but an inevitable result of conforming to the electrification trend of the entire automobile market. With the continuous increase of policy support and the continuous improvement of consumers' awareness of environmental protection, it is believed that new energy pickup trucks will occupy a more important position in the market in the future.
This is both a challenge and an opportunity for traditional pickup giants.
On the one hand, the entry of new energy models will undoubtedly impact the original market pattern and bring certain pressure to companies such as Great Wall and Changan. They must accelerate the deployment of new energy technologies and quickly launch competitive products in order to be invincible in the future competition.
On the other hand, the continuous emergence of new energy pickup trucks also means that the entire market is constantly developing in a more diversified direction. It is undoubtedly a rare development opportunity for car companies that have the ability to grasp this trend and lay out in advance.
It is foreseeable that with the continuous sweep of the new energy trend, the pattern of the mainland pickup truck market will appear richer and more diverse. Traditional giants, emerging forces, and new energy vehicle companies will compete more fiercely on this track. It remains to be seen who will ultimately control the commanding heights of the market.
Undoubtedly, this process will promote the evolution of the pickup truck market in a more professional, intelligent and environmentally friendly direction, and bring better product and service experience to consumers.
In short, the current mainland pickup truck market is in a critical period of change. The fierce competition between traditional old and emerging forces, as well as the continuous penetration of new energy technology, indicate that this segment will enter a new stage of development.
For all car companies, only by adapting to market changes and continuing to innovate can they occupy a favorable position in the future competition. Only in this way can the mainland pickup truck market truly move towards a more prosperous new era.