This article reveals the scale and consequences of a 25% drop in new pickup sales in 2025 and what that shift means for buyers, dealers and the rental market.
Quick market snapshot: numbers that matter
By the end of 2025, dealers registered about 22,000 new pickups — a fall of roughly 25% compared with the previous year. The decline outpaced the overall automotive market, shrinking the segment’s share from 1.9% to 1.7%. In plain language: pickups lost ground even as the broader market showed smaller movement.
Who finished where: brand and model rankings
The brand leaderboard shifted in 2025. JAC rose to the top with around 5,000 units sold (down 17% year-on-year), while Great Wall slid to second with 3,600 units (down 48%). Domestic names Sollers and UAZ followed with 2,700 and 2,500 units respectively, and Changan closed out the top five with 2,200 units.
| Rank | Brand | Units (approx.) | Change vs 2024 |
|---|---|---|---|
| 1 | JAC | 5,000 | -17% |
| 2 | Great Wall | 3,600 | -48% |
| 3 | Sollers | 2,700 | -11% |
| 4 | UAZ | 2,500 | -39% |
| 5 | Changan | 2,200 | -31% |
Top-selling models
Model rankings reflect the same reshuffle. The JAC T9 led the pack with about 3,500 units, followed by the Great Wall Poer at 2,600. Other notable sellers included the UAZ Pickup, Changan Hunter Plus and the Sollers ST6.
| Model | Units (approx.) |
|---|---|
| JAC T9 | 3,500 |
| Great Wall Poer | 2,600 |
| UAZ Pickup | 2,500 |
| Changan Hunter Plus | 2,100 |
| Sollers ST6 | 2,000 |
Why did pickup demand slip so much?
The reasons are multiple and often interlinked. Below are the main drivers that pushed the segment down:
- Economic pressure: tighter consumer budgets and higher ownership costs made many buyers pause or switch to cheaper options.
- Fuel and operating costs: pickups tend to be heavier and thirstier; when petrol prices bite, buyers rethink.
- Shift to SUVs and crossovers: many customers prefer car-like ride comfort and economy over a truck bed — trend lines favor SUVs.
- Classification and reporting: some models built on LADA Granta and Niva Legend bases were counted as LCVs, affecting pickup totals.
- Supply and pricing: production issues and higher sticker prices can be a real buzzkill for demand.
Put together, these elements make the pickup segment “no picnic” in 2025 — a change that’s a little like a canary in the coal mine for vehicle niches that rely on practicality over glamour.
What this means for dealerships and buyers
Dealers need to adapt inventory and marketing: fewer pickup orders call for more aggressive promotions, targeted financing and alternative product pushes (compact SUVs, hybrids, and utility vans). Buyers, on the other hand, can use this dip to their advantage — better deals, more bargaining power, and improved trade-in values for older trucks could be on the table.
Implications for the car rental market
Rental operators will feel the ripple effects. With fewer new pickups sold, rental fleets may reduce pickup inventory or delay upgrades, shifting toward SUVs, crossovers, and light vans. For customers who need a truck for short-term work, that shortage could make rentals more expensive or harder to find during peak periods. Conversely, renters looking for family road trips or airport transfers will see plenty of SUVs, convertibles and even electric options becoming more prominent in rental offers.
Fleet managers could also pivot to hybrid and electric alternatives to lower fuel costs and meet changing customer expectations — and that’s where a platform that aggregates verified suppliers and vehicle types helps cut through the noise.
Key takeaways and practical advice
- For buyers: consider total cost of ownership — fuel, insurance, and maintenance may outweigh the benefits of a pickup unless you need its utility.
- For renters: plan ahead if you require a pickup for a job or getaway; check availability and rates early.
- For fleet operators: diversify vehicle classes, embrace electric or hybrid alternatives, and negotiate flexible contracts with suppliers.
Short of taking a road trip to test-drive every option yourself, reviews help — but nothing beats hands-on experience.
A brief forecast: this decline is notable domestically but not a global sea change; international pickup markets remain varied. Still, the trend matters because it signals shifting preferences that affect rental availability, pricing and choices. On GetRentaCar, you can rent a car from verified providers at reasonable prices—this empowers travelers and businesses to compare rates, vehicle types and add-ons without surprises. For your next trip, consider the convenience and reliability of GetRentaCar. Book your Ride GetRentaCar.com
In summary: 2025 brought a roughly 25% drop in new pickup sales, with JAC and the JAC T9 taking leadership positions while several competitors saw sharper declines. The market reshuffle is driven by economic pressures, changing consumer preferences toward SUVs and electrified vehicles, classification nuances (LCV vs pickup) and supply/price dynamics. For renters and fleet buyers, the situation affects availability, rates and choice — but it also opens opportunities to save or switch to more economical or special vehicles. Whether you’re hunting for the best deal, arranging an airport transfer or planning a family getaway, look at reviews, compare prices, check availability and, when possible, test-drive before you commit — that’s the smartest route to the right car, and the best way to avoid surprises on the road.
