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Pickup Truck Market Analysis
The number of competing mid-size models is increasing
2026/04/13
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Summary
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Global sales trends of pickup trucks (P/U)
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Pickup truck (P/U) sales by model
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Electric pickup truck (P/U)
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China's pickup truck (P/U) market
Summary
Pickup trucks (P/U) are an unfamiliar segment in Japan, but there are markets where they hold a significant share depending on the country or region. In terms of P/U sales volumes for 2025, the U.S. accounts for the vast majority of sales, followed by Brazil and Canada. Thailand has the highest proportion of P/U sales, but in recent years, P/U sales have been trending downwards.
Pickup trucks are characterized by regional variations in body size (full-size, mid-size, and small). In North America, U.S. full-size P/Us dominate sales, while in South America, small P/Us of European manufacturers are the top sellers. Japanese manufacturers primarily market mid-size P/Us globally. In recent years, Chinese brands have introduced a large number of mid-size P/Us, which are considered to target a wide range of regions, including Southeast Asia.
This report examines the current state of the P/U market and the outlook for major markets based on MarkLines' segment-by-segment and model-by-model sales data.
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| Pickup truck (P/U) sales volume by country (2025, top ten countries) (Source: MarkLines - Customized sales data) |
(Note: Data on the Chinese pickup truck market will be provided separately.)
MarkLines automotive sales data can be viewed from various perspectives.
Search By Model/EV/etc.
Search by country, by maker/brand, or by model.
Also refine the search by segment, or by electric.
https://www.marklines.com/en/vehicle_sales/search
Dashboard
Data can be visually analyzed from four different perspectives: by OEM, by powertrain, by model, and by country.
https://www.marklines.com/en/vehicle_sales/dashboard
Customized aggregation
Data can be aggregated by combining the required items: by OEM/brand, by model name, by country/region, by powertrain, and by segment.
https://www.marklines.com/en/vehicle_sales/customize_totalization
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