Pickup sale drops 16% in February 2020
Published On Mar 16, 2020
The largest and fastest-growing segment in the overall LCVs registered sharp fall as OEMs cut BS4 production to rationalize inventory.
The overall LCV segment is 65% of the total commercial vehicle in volumes which have been one of the key growth drivers for the CV industry over the last decade. Truck makers are eyeing a slice of this growing segment by offering a compelling product to customers. According to analysts, the pickup segment is likely to grow exponentially over the next 5-8 years as increasing demand for last-mile delivery, higher rural connectivity and increasing consumption in India are some of the key factors for growth.
The pickup segment is the subsegment in the overall LCVs, which is the largest in volume with a high potential of growth. This segment has some of the prominent products competing against each other to get customer attention and then a greater market share. M&M is the market leader in the segment, thanks to its iconic Bolero Pickup range-which is not just holding on its leadership position among competitors but also expanding market share. Ashok Leyland, the late entrant into the LCV segment, has emerged as number two player as its Dost range of trucks is gaining market share rapidly. Tata Motors is another critical player in the segment with its variety of mini trucks and pickups.
In February 2020, the pickup segment (2T-3.5T payload) sold a total of 19,907 units, down-16.8%, as compared to the same period last month. This segment alone commands a 33% share in the overall domestic CV sales, thus underlining the significance of the overall truck sales.
M&M dominates this segment as the Bolero Pik-up range continues to be the first choice of the customers. The Bolero range remains one of the iconic products in the entire CV segment; this single product family gives M&M not only a strong presence in the CV industry but leadership in the LCV goods carrier segment. Expanding Indian cities and demand for more powerful last-mile delivery vehicles is growing rapidly, and thus the pickup segment sales are going up year-on-year. M&M maintains its leadership despite its rivals trying to gain market share in this growing segment. In February, M&M sold a total of 13,771 units in this segment with products including Bolero Maxi Truck, Bolero Single Cab, Bolero Camper and others with a market share of whopping 69%.
The Dost emerged as the second-largest product in the segment, with a total sale of 3,626 units in the month with a market share of 18%. Ashok Leyland has expanded the Dost family of trucks with variants such as Dost+, Dost Lite, Dost Strong, and Dost CNG to provide a solution for every application and load options. Dost offers superior operating economic to the customers with the combination of strong aggregates to carry a higher load, bigger load body options and importantly greater mileage, proving the right combinations.
Tata Motors Yodha, Xenon and 207 Pickup
Tata Motors is another major player relentlessly trying to gain a decent market share in this segment. The company has an equally prominent range of products for a variety of customers' profiles and applications. The primary products include Yodha, Xenon and 207 pickups, Super Ace, etc. In February, the company sold 2,223 units with a market share of 11%. Tata Motors is continuously studying customers and changing transportation needs to serve them better. The company has an ambitious plan to expand its market share in this segment.
Japanese leading vehicle makers, Isuzu Motors, is another player who entered in this segment over the last few years. Isuzu is the largest pickup maker worldwide, and the company has grand plans for Indian markets, as it believes, the pickup segment in India can grow exponentially over the next decade considering the expanding economy and increasing consumption. Isuzu retails its D-Max range of pickups in India, which the company manufactures at Sri City in Andhra Pradesh. Isuzu Motors India is expanding its network across the country to ramp-up sales. It sold a total of 230 D-Max pickups in February with a market share of 1%.
As OEMs are now ready to introduce the BS6 range of Pickups, we track their sales performance. Stay tuned to know more.