Domestic pickup trucks are gaining popularity worldwide. According to the latest data from the National Pickup Truck Market Data and Information Federation, 11 companies registered in 2005 sold a total of 118,400 pickup trucks (excluding SUVs), representing a 36.5% increase compared to the same period last year. Among them, Great Wall sold 36,000 units, Jiangling 22,000, ZTE 17,000, Zhengzhou Nissan 13,400, Foton 13,200, Qingling 8,800, Yangzi 38,000, Beiqi 16,000, Gio 7,500, FAW 3,900, and new Foton 1,800. The figures do not include smaller or unregistered brands such as Shuguang, Wanfeng, Xinkai, Tianma, Dadi, and Panther. Combined, all the pickup trucks sold in 2005 reached approximately 126,000 units.
Industry experts believe that Great Wall has remained the top-selling brand in China for eight consecutive years. Its dominance is hard to challenge due to its strong company foundation, brand reputation, wide product range, and extensive service network—advantages that other brands struggle to match.
According to analysts, the growth rate of pickup truck sales in 2005 was nearly 30 percentage points higher than in 2004. Several factors contributed to this surge. First, despite rising fuel prices, consumers are increasingly favoring small-displacement vehicles. However, for industrial and commercial users, pickup trucks remain a practical choice for both people and cargo, forming a stable user base that continues to grow. Second, the influx of diesel pickups into the market has attracted many users looking to reduce operating costs. Brands like Great Wall, JMC, Nissan, ZTE, and Foton have launched their own diesel models, which now account for about 50% of the market. Third, new brands such as Great Wall Chai Shen, Gio, Dongfeng, and Beijing Automotive have entered the pickup segment, adding more competition and driving market expansion. Finally, the export of Chinese pickup trucks has become a major highlight of China’s auto exports. Since the second half of 2005, domestic brands have maintained steady export performance, with trucks, heavy trucks, and light trucks playing a key role in China's automotive exports.
After over a decade of development and competition, Chinese pickup trucks have continuously improved in terms of technology and equipment, while prices have dropped. This combination of better performance and lower cost gives them a competitive edge, effectively limiting the presence of foreign pickups in the Chinese market. To date, foreign pickup trucks have struggled to gain a foothold in China.
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