In 2023, sales are the most important topic in the entire automotive industry, especially as we enter the fourth quarter, major car companies are making efforts to add color to the annual sales, and the pickup truck industry is no exception. Therefore, December is an important driving force for brand communication in the pickup truck industry.

So, in the last month of 2023, what excellent communication cases have emerged in the pickup truck industry? What new products are making their debut?

Changan's First Top Ranking in Waist Brands Changes Significantly

According to statistics from First Commercial Vehicle Network, in the monthly ranking of "Pickup First Influence Index" in December 2023, the top ten pickup truck brands were Changan, Great Wall, Jiangxi Isuzu, Zhengzhou Nissan, Jiangling, Radar, Futian, Qingling, Jianghuai, and SAIC Maxus in order. The total score for the month was 1306 points, a month on month increase of 1.1% and a year-on-year increase of 0.8%.

Although the overall score remains stable, many brands have undergone significant changes in their rankings. Specifically, Changan rose to first place in December, with industry attention surpassing that of Great Wall; Zhengzhou Nissan returns to the top four; Jiangling further advanced in December, reaching fifth place; Radar and Qingling both rose by two places, ranking sixth and eighth respectively.

Overall, the pickup truck influence scores of various brands in December are closer than before. Among the top ten brands on the list, half of them (ranked fifth to ninth) did not have a significant difference in scores; Chang'an has achieved high traffic with its new product launched in December, becoming another brand to surpass the Great Wall and successfully reach the top after Jiangxi Isuzu. It is not difficult to see that the current competitive landscape in the pickup truck industry has formed, and the scope of competition among various brands has narrowed, making it difficult for the overall landscape to undergo significant changes.

At the end of the year, new products with unique features will be launched

Although it has entered the end of the year, there are still many heavyweight new products appearing in December.

As the new energy wave swept through the pickup truck industry, Changan launched the world's first super extended range pickup truck. On December 22nd, Chang'an Hunters officially launched pre-sales with a starting price of 139900 yuan. With the support of the "Golden Bell Cover" battery technology, the car has achieved a maximum power of 200kW and a peak torque of 470N · m through the combination of Blue Whale's large range and dual motors, with a comprehensive range of over 1000 kilometers. With its "5 innovations" and "6 leaders" in areas such as three electricity, safety, and energy consumption, Changan Hunter has achieved "technological equality" in pickup trucks, becoming a brilliant product that solves the pain points of the pickup truck industry.

In mid December, Jiangxi Isuzu's all-new Ruimai added a mid-range model - the Damai version, with a price range of 93800 yuan to 111800 yuan. The Da Mai version has added four core configurations for mountain road conditions, including: four-wheel disc brakes, which have better heat attenuation performance and reduce safety hazards; Tire pressure monitoring, providing users with timely warning of dangers; 245/70 R16 tires provide stronger grip, quieter sound, and greater wear resistance; The central control color screen integrates multiple functional controls, making it more practical. Jiangxi Isuzu understands the core needs of "production area users", and the Da Mai version will become a powerful assistant to help users efficiently create wealth.

On December 20th, the all-new Ford Ranger, produced domestically by Jiangling Ford, was officially launched. The manufacturer's suggested retail price for the gasoline version ranges from 145800 yuan to 240800 yuan, while the diesel version is based on the corresponding gasoline version with an additional 4000 yuan. It offers three models: the Mountain Forest version, the Explorer version, and the Wilderness version. As the first domestically produced Ford pickup truck model, the Ranger will bring users a pure American pickup truck experience with its pure blood genes, strong off-road capabilities, and versatile rear bumper functions.

On December 5th, the Qingling Isuzu T30 Explorer pickup truck was officially launched in Chongqing. This new car is the latest collaboration between Qingling and Isuzu. It is equipped with a large displacement 3.0T-Plus diesel engine, which has strong power, reliable quality, lower fuel consumption, and greater torque at low speeds. It is matched with Isuzu MUA-MT and a manual automatic longitudinal 8-speed automatic transmission, with a transmission efficiency of up to 98%. From power to gearbox and axle, from cab to cargo box and chassis, T30 Explorer adopts high-quality and authentic Isuzu assemblies and components, and is guaranteed by Isuzu IM quality management system. Through geographical environments and road conditions such as high temperature, cold, and altitude, it has undergone extreme verification for over 4 million kilometers, T30 Explorer will continue its good reputation as an "unbreakable pickup truck".

Insight into user needs is the core

Attention to user needs has always been a key focus of the development of the pickup truck industry. In December, many brands also diversified their marketing around user demands.

Statistics on the major events of the "Pickup First Influence Index" in December 2023

Based on the concept of "customer-centric", Zhengzhou Nissan has launched a customer care activity with the theme of "Joyful Service and Enjoy Life" nationwide. At the end of November, the event entered Xishuangbanna with special support from the manufacturer's technical personnel, providing professional vehicle testing and diagnostic services to local users, and listening to the true thoughts of car owners. With the continuous development of customer care activities, Zhengzhou Nissan will take practical actions to bring thoughtful services to users and truly become a "warm brand".

On December 21st, the new ecological co creation model of Mars pickup trucks was officially released in Guangzhou, with all co creation models including the off-road version, fishing version, RV version, and leisure version of Mars pickup trucks appearing. Adhering to the determination of category innovation and co creation with users, Mars pickup trucks collaborate with various circles to create personalized and customized market demand co creation products through creative gameplay such as boutique installation and prototype modification. This brings diverse and personalized pickup truck modification boutiques to pickup truck users, bringing them a richer and more interesting new pickup truck experience.

In addition to the distinctive promotional cases mentioned above, Great Wall Motors launched its star models at the Riyadh Auto Show in Saudi Arabia in December, and the Great Wall Cannon received a lot of attention from Middle Eastern users. At present, Great Wall pickup trucks rank first in the Chinese brand sales in the Middle East pickup truck segment market. At the same time, Great Wall Motors' cumulative sales in overseas markets have exceeded 1.4 million units, and in 2023, its annual sales exceeded 300000 units for the first time. Great Wall Motors will continue to build its global influence by adhering to long-term principles to achieve high-quality overseas travel.

Conclusion

The December ranking of pickup truck influence shows that in a fiercely competitive market environment with constantly emerging products, pickup truck brands can still gain widespread industry attention by launching innovative products. Even in the current era where pickup trucks are becoming more diversified and personalized, and the proportion of aftermarket services is constantly increasing, the strength of the product itself remains the most important cornerstone of brand reputation.