The pickup truck market in February witnessed a dramatic shift. According to the Vietnam Automobile Manufacturers' Association (VAMA) sales report, February pickup truck sales totaled 1,840 units, a 27,6% decrease from the 2,541 units sold in January.

The primary reason for this decline was not a lack of product appeal but an objective factor: the Tet holiday. As the year's most important holiday fell in February, the actual selling days were significantly reduced. Consumers typically prioritize vehicle purchases before Tet for spring travels, leading to a noticeable lull in buying activity immediately afterward.

The Toyota Hilux emerged as a bright spot, with its sales surpassing the "pickup king" Ford Ranger for the first time. Contrary to the overall market downturn, the Hilux achieved a record 580% growth, leaping from 128 to 871 units. This success is partly attributed to the launch of its new generation.

This surge not only propelled the Toyota model to the top of the February sales chart but also secured it a 47,3% overall market share in the pickup segment. The cumulative sales for Hilux reached 999 units.

A new generation Toyota Hilux driving in Hanoi in early 2026. Photo:

Ford Ranger sales plummeted by 56,4%, with only 809 units sold in February compared to 1,854 units in January. However, considering cumulative sales over the two months, Ford's pickup model still holds a dominant position in the segment with a total of 2,663 units.

The Mitsubishi Triton suffered the most significant blow, with an 85,7% decrease, falling from 442 units in January to a mere three units in February. This sharp drop impacted Triton's cumulative market share, which narrowed to just 3,4% in February. Its cumulative sales for the first two months totaled 505 units, nearly half that of the Hilux.

The Isuzu D-Max experienced a slight sales decrease of 17,1%, dropping from 117 units in January to 97 units in February, placing it at the bottom of the pickup sales chart. For the first two months of 2026, the D-Max delivered a total of 214 units.

The Navara, a Nissan model, is also present in Vietnam's pickup segment, but its monthly sales figures are not disclosed.

Luong Dung