China’s pickup truck market remained under pressure in November 2025, as a modest month-on-month recovery failed to offset continued year-on-year declines. While overall demand stayed weak amid policy adjustments and a cautious consumer environment, new energy pickup trucks continued to expand rapidly, reshaping the market structure.

Total pickup truck sales reached 18,849 units in November, according to compulsory insurance registration data, excluding special-purpose vehicles and exports. This marked a 5.51% increase from October but a 12.91% drop from the same month a year earlier, extending the market’s year-on-year contraction.

From January to November 2025, cumulative pickup truck sales totaled 233,973 units, down 6.25% from 249,581 units in the same period last year. The decline widened slightly from the 5.62% drop recorded over the first ten months.

By powertrain, diesel pickups remained the largest segment in November, with sales of 13,502 units, up 6.13% month-on-month but down 14.16% year-on-year. Battery electric pickup sales rose to 1,129 units, up 15.20% from October and 38.19% year-on-year. Gasoline pickups totaled 3,200 units, edging up 1.59% month-on-month but plunging 29.14% from a year earlier.

Hybrid gasoline pickups stood out, posting sales of 797 units. Although down 4.67% from October, they surged 139.34% year-on-year. Gasoline/CNG dual-fuel pickups sold 60 units, up both month-on-month and year-on-year, while natural gas pickups reached 161 units, rising sequentially but falling 15.71% from last year.

Overall, traditional fuel-powered pickups showed limited sequential improvement, but year-on-year demand remained weak. In contrast, new energy models continued to gain momentum, underlining an ongoing shift in the market’s structure.

Regionally, six areas recorded pickup truck sales above 10,000 units during the January–November period: Xinjiang (19,281 units), Yunnan (17,503), Sichuan (14,977), Inner Mongolia (13,524), Guangdong (13,047) and Shandong (11,468). This was down from eight regions a year earlier, with Hebei and Heilongjiang dropping out of the group.

Ten regions posted year-on-year growth over the same period, including Xinjiang, Yunnan and Guangdong, as well as several central and southern provinces. Guangdong remained the fastest-growing major market in 2025, with cumulative sales up 18.45% year-on-year, although the pace slowed from earlier in the year. The data continued to show a gradual shift in demand away from traditional northern markets toward southern and central China.

Brand rankings in November were led by Great Wall Motor, which sold 8,196 pickups, followed by JMC with 2,958 units and Zhengzhou Nissan with 2,051. Jiangxi Isuzu ranked fourth with 1,401 units, while electric-focused brand Radar placed fifth with 1,122 units. JAC, SAIC Maxus, Foton, Changan and Ford rounded out the top ten.

Seven of the top ten brands recorded month-on-month growth in November. Radar posted the strongest sequential increase, up 21.04% from October, while Great Wall, JMC and Jiangxi Isuzu also delivered solid gains. Only Zhengzhou Nissan, JAC and Foton reported month-on-month declines.

Radar stood out as the only top-ten brand to achieve both higher November sales and higher cumulative sales compared with last year. Its November volume jumped 123.95% year-on-year, while sales from January to November surged 140.56%, underscoring the rapid rise of new energy-focused players.

From a market share perspective, Great Wall Motor held a 45.76% share over the first eleven months of 2025, continuing a gradual erosion. JMC, Zhengzhou Nissan and Radar all expanded their shares, while Jiangxi Isuzu, JAC and SAIC Maxus posted marginal gains. JAC moved up to sixth place in cumulative rankings, while SAIC Maxus climbed to eighth.

New energy pickups accounted for a growing share of the market. Sales of new energy pickups reached 1,926 units in November, up 6.06% month-on-month and 67.48% year-on-year, though growth slowed from October’s pace. Radar remained the clear leader in this segment, followed by Changan and Zhengzhou Nissan.

From January to November, cumulative new energy pickup sales reached 19,872 units, more than doubling from a year earlier. Battery electric models accounted for 13,199 units, or 66.42% of the total, while hybrid pickups totaled 6,673 units.

Despite signs of short-term stabilization, China’s pickup truck market continues to face demand pressure. New energy models have emerged as the primary growth engine, and brands that have embraced electrification are gaining ground. Industry observers expect electrification and intelligent vehicle technologies to further accelerate, driving continued reshaping of the pickup truck market in the coming years.

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