The pick-up market didn’t succeed in Europe
- About ten years ago, carmakers tried to develop a pick-up market in Europe, taking inspiration from the business case of the American market which is composed of almost 20% of pick-ups, including 15% of the superior category, with the Ford F Series, Chevrolet Silverado, GMC Sierra and Dodge Ram.
- In Europe, carmakers entered this market with renewed models such as the Toyota Hilux, Nissan Navara, Mitsubishi L200, Ford Ranger and Isuzu D-Max or brand new models, such as the Volkswagen Amarok, Renault Alaskan, the Fiat Fullback and the Mercedes. X-Class. These models were mid-range pickups and not larger sizes (type Ford F-150, Chevrolet Silverado or Ram 1500) which do not fit to the European market.
- From a market equivalent to 50,000 units in 2013, the European market rose to 70,000 units in 2015 then 100,000 in 2017 and reached a peak in sales in 2018, with 114,000 units (i.e. 0.6% of the European market ).
- Since that date, the pick-up market has fallen to 105,000 units in 2019 and 75,000 units in 2020, which was a special year. In the first 6 months of 2021, sales reached 49,000 units, meaning probably less than 100,000 units for the year as a whole. Several carmakers have withdrawn from this market, such as Renault (Alaskan), Mercedes (Class X) or Fiat (Fullback). Volkswagen (Amarok) is gradually starting to withdraw from this market and other carmakers do not foresee any further development of the pick-up market in Europe in the coming years.
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