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In the first three quarters, the pickup brand has become the absolute main force
In the first three quarters of 2007, the cumulative sales of the top ten registered pickup truck brands in China reached 131,328 units, reflecting a year-on-year growth of 19.3%. Among these, Great Wall Pickup led the market with 40,709 units sold, capturing 31% of the overall pickup market. ZTE followed closely with 20,439 units (15.6%), while Zhengzhou Nissan came in third with 19,666 units (15%). Jiangling and Foton ranked fourth and fifth with 17,232 and 9,941 units respectively, holding 13.1% and 7.6% of the market share. In September alone, Great Wall again topped the charts with 5,850 units sold, followed by ZTE (2,263), Nissan (2,191), JMC (1,710), and Huanghai (1,283).
Despite being a niche segment in the broader Chinese automotive industry, pickup trucks have become a significant force, especially for independent brands. Unlike other vehicle categories, foreign pickup models have not made a major impact in China, largely due to strong domestic competition. The top ten registered brands accounted for nearly 80% of the market, with key players like Great Wall, JMC, ZTE, and Foton showing consistent growth. Together, they captured 66.3% of the pickup market, with Great Wall alone controlling 31%.
A notable trend during this period was the surge in diesel pickup truck sales. These vehicles are particularly popular among small business owners who rely on them for both passenger and cargo transport. Their fuel efficiency makes diesel models the preferred choice. To meet this demand, several manufacturers introduced new diesel models, such as Huanghai Chai Shen, Dongfeng Nissan, Zhongxing Changling Bell, and Jiangling New Collection. Great Wall also expanded its diesel lineup with models like Feng Jun, Sai Ling, Deere, and Chai Shen High School, further boosting market growth.
From just 40% in 2004, diesel pickups now make up over 70% of the total market, becoming the mainstream option. Additionally, increased demand from special industries has diversified the market, creating more opportunities for pickup truck manufacturers. As the sector continues to evolve, independent brands are proving their strength and resilience in a competitive landscape.