In the first half of 2024, Brazil sold 1,077,003 passenger cars and light commercial vehicles. Of these, 18.8% were pickup trucks. According to the National Federation of Motor Vehicle Distributors of Brazil (Fenabrave), terminal pickup truck sales in the first half of the year were 202,969 units.
The first place went to the Fiat Strada, with sales of 56,592 units in the first half of the year. This accounts for 27.8% of the entire pickup segment. In other words, for every four pickup trucks sold, one is a Fiat Strada. However, it is a little regrettable that in the ranking of all the best-selling cars in Brazil, this pickup is in second place, and the first place is taken by Volkswagen Polo. It seems that Brazil consumers not only prefer compact pickup trucks, but also small cars for passenger cars.
The runner-up was the Volkswagen Saveiro, which received 24,477 registrations between January and June this year. The Saveiro is Volkswagen's smallest pickup truck and has been sold in South America since it was first introduced in 1982. The 2024 model year gets an updated interior, exterior and engine. It's the equivalent of a Santana pickup. However, there is a big gap between its sales and the first place.
Fiat Toro is in third place with 23,206 registrations. The car is a load-bearing leather, but it is already considered a mid-size pickup truck in the country. The same is true for the Chevrolet Montana, which ranks fifth with 13,004 units sold.
Toyota Hilux ranked fourth in sales of pickup trucks in the first half of this year, and also became the best-selling mid-size pickup truck in Brazil, with sales reaching 22,289 units. The Ford Ranger ranks second in the midsize pickup market, but it has a big gap with the Toyota Hilux. After all, terminal sales were 12,766 units. In fact, thanks to a good sales performance in June, the pickup surpassed its competitor, the Chevrolet S10. The Chevrolet S10 is related to the Maxus LDV T70 pickup, with sales of 12,360 units in Brazil in the first half of this year, which is not much different from the sales of the Ford Ranger.
Ram Rampage is Ram's first model designed for Latin America, based on the SmallWide's load-bearing body structure, which shares the same platform as the Jeep Compass and Commander. In the first half of this year, sales of 11,375 units ranked 7th among pickup trucks.
On the other hand, the Fiat Titano, which was only launched in late March 2024, is a potential player among mid-size pickups. In the first six months of this year, 1,030 units of the pickup were registered. In June alone, 677 units were sold.
Among the large pickups, the first place was occupied by the Ram Classic with 937 units, followed by the Ram 3500 with 858 units and the Chevrolet Sorod with 851 units. It is worth mentioning that the difference in sales between them is very small.
Written at the end: In addition to preferring load-bearing pickups and small pickups, Brazil pickup trucks are also more inclined to European brands and American brands in terms of branding, while Japanese brands are not popular in this region. Brazil's half-year pickup truck sales reached more than 200,000 units, and the one-year terminal sales are expected to reach or exceed 400,000 units, exceeding the current domestic pickup truck market capacity, which is a large market for brands that are actively exploring the overseas pickup truck market.