Pick-up, Americans are especially full-size

Listen to the audio version of the article

The pick-up market especially the full-size ones is a real competition between the three large American car manufacturers. It is no coincidence that the uses the largest global market since they represent 44% of the demand for the cassone models, the popularity of the Ford F-150 and the rivals of both General Motors, Chevrolet Silverado and GMC Canyon, but also of Stellantis and thanks to the RAM brand it is in third place despite the sales that in 2024 decreased by almost 20% compared to 223,050 units.

Where and why there is the boom of pick-ups

The phenomenon of pick-ups has always been very interesting. If it is true that their use is the same everywhere and that is to transport goods in the simplest way, the positioning and additional use guaranteed by the brands, however, has allowed pick-ups to become trendy vehicles in some markets as in the United States, but not only. In fact, in the USA these vehicles are considered on a par with the coolest cars, not simple work vehicles, but of large, comfortable and powerful means of transport, also thanks to the introductions of sporting versions.

Thailand is the second global market

In Thailand, the second world market after the USA, the pick-up offer is expanded with variants closer to an SUV at least in terms of design, but also to internal characteristics. So much so that the pick-ups have become increasingly captivating in the shapes over time, but also for elegant interiors. Many that exploit the Boom of SUVs to offer similar design details on the basis of a simpler body, offering an unreachable load capacity for mega SUVs that have dimensions of the little credible in use in urban centers.

Markets with 15% pick-up share

Not to mention that they solve the fact that in many countries there are still no simple mobility conditions, with the result that the populations of those regions, the African ones in particular, but also South-East Asia or in Latin America, vehicles with the cassone have become very popular. So much so that these messengers represented over 15% of all light vehicles in Brazil, Canada, Mexico, Australia and then in Indonesia, South Africa, Chile, Argentina, Filippine, Peru, New Zealand, Equador, Pueq, Iraq and numerous others.

The exception of Europe with 0.9 altitude

An almost worldwide success that, however, contrasts with what happens in Europe where pick-ups represent 0.9% of light vehicles, with their market share remained at just 0.87%, a fault of size that are in tune with the profits of the viability in the old continent. In fact, when it comes to transporting goods, the European type user prefers to guide a much more frugal multispazio represented by a van. This also applies to the Japanese market not attracted to pick-ups.