The US and Japanese companies were the suppliers of this sort of vehicle. That kept the number of models limited and as sales grew, they became the top models in markets where they were popular.
Sales are still strong, as we can see in the chart. 28,726 were sold in 2025, but look at the new models.
Chinese manufacturers (and Korean) want in, so the number of models is growing quickly. Sales are being spread across more models and as a result, a pick up truck is no longer the best selling model in NZ.
The BYD Shark, Kia Tasman JAC T9, LDV Terron, MG U9 and Geely Riddara are the most recent and most have yet to sell for an entire year.
Pick ups have also been a profitable segment to be in yet competition usually brings down prices. Surely that has to affect margins or volume. Competition is good for the consumer.
Data source: NZTA. Photos: Ford & GWM NZ.
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