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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, China's pickup truck market showed strong growth, with total sales for the top ten registered brands reaching 131,328 units—a 19.3% year-on-year increase. Great Wall Pickups led the market with 40,709 units sold, capturing 31% of the overall market share. Following closely were ZTE with 20,439 units (15.6%), Zhengzhou Nissan with 19,666 (15%), Jiangling with 17,232 (13.1%), and Foton with 9,941 (7.6%). In September alone, Great Wall again topped the charts with 5,850 units, 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 proven to be a powerful category. For years, they were considered a peripheral product, but they have now become a key player, especially due to the dominance of domestic brands. Foreign pickups have largely not entered the Chinese market, as independent brands have effectively blocked their entry. In the first three quarters, the top ten registered pickup brands accounted for nearly 80% of the market, with leading brands like Great Wall, JMC, ZTE, and Foton seeing consistent growth. Together, these brands captured 66.3% of the pickup market, with Great Wall alone holding 31%.
One major trend in the pickup truck market is the rising demand for diesel models. These vehicles are popular among small business owners who rely on them for both passenger and cargo transport. Diesel engines offer better fuel efficiency, making them a preferred choice for those looking to maximize earnings. In response, several new diesel pickup models have emerged, including Huanghai Chai Shen, Dongfeng Nissan, ZTE Changling Bell, and Jiangling New Collection. Great Wall has also expanded its diesel lineup with models like Fengjun, Sailong, Deere, and Chai Shen High School, which have significantly boosted market growth. According to industry research, diesel pickups have grown from 40% of the market in 2004 to 70% today, becoming the mainstream option.
The evolving market is also driven by demand from special industries, leading to more diverse customer needs. As the pickup truck sector continues to expand, it remains an essential part of China’s automotive landscape, with independent brands playing a central role in shaping its future.