Full-Size American Pickups Are Losing Popularity in Australia
In recent years, large American pickups have become a common sight on Australian roads. However, according to Chery’s head in Australia, these massive imported vehicles could be under threat, especially against the backdrop of the Chinese brand’s preparation to enter the mid-size pickup market with its new KP31 model. This new vehicle, set to appear in showrooms this year, will be offered as a diesel plug-in hybrid.
Models like the Ford F-150, Toyota Tundra, Chevrolet Silverado HD, and Ram 2500 are present in the Australian market, but with an important condition. Each such vehicle must undergo a local right-hand drive conversion before it can be registered and sold. This additional procedure significantly increases the cost, meaning even the most affordable option, the Ford F-150, starts at a price of around 115,000 Australian dollars.
I’m not sure if there’s a big market for these oversized pickups. They certainly aren’t sold in large volumes here, and with the introduction of new environmental standards, I think we will naturally see cars becoming smaller. Therefore, the presence of such oversized pickups might prove somewhat inconvenient.
Declining Sales and the Advantage of Mid-Size Models
According to last year’s data, sales of full-size American trucks in Australia fell by 17.4 percent, to 8,763 vehicles. For comparison, over the same period, more than 230,000 mid-size pickups were sold, including the Ford Ranger, Toyota Hilux, Isuzu D-Max, Mitsubishi Triton, BYD Shark 6, and Kia Tasman.
In this context, Chery’s entry into the mid-size pickup market seems timely. Earlier this week, the brand unveiled an attractive KP31 concept, positioning it as a direct competitor to the BYD Shark 6 and other traditional market players.
Technical Features of the Upcoming Newcomer
When the production model goes on sale this year, it will initially be available exclusively as a diesel plug-in hybrid with a 2.5-liter turbo-diesel engine. A gasoline plug-in hybrid version is planned for release in 2027. The manufacturer promises that the pickup’s payload capacity will be 1000 kg, and the maximum towing capacity will be 3.5 tons.
The structure of the Australian pickup market shows a clear trend in favor of more compact and, likely, more economical models. The high costs of adapting American full-size models, coupled with upcoming stricter environmental requirements, create serious challenges for their continued existence in the region. The entry of players like Chery with competitive hybrid solutions could further intensify this dynamic, offering consumers an alternative that combines practicality, technology, and potentially a more acceptable price. The success of the KP31 could be indicative for the future of the entire segment in the context of the global transition to electromobility and increased efficiency demands.