China Attacks World Pickup Industry

By Douglas McIntyre • January 26, 2025

Athena Sandrini Pexels

The pickup industry is among the most profitable for legacy car companies. Pickups are also among the best selling vehicles worldwide. China was a piece of the market–a large piece–and it means to use EV prowess to get that.

Ford’s Challenge

According to CNBC, “There’s a Shark circling one of the greatest profit pools for American automakers globally, as Chinese automaker BYD Auto expands its reach and product portfolio with a pickup truck.” The Shark apparently looks like some Ford products.

The Shark’s price point could be as low as $20,000. Most full sized pickups sold in the US have stick prices at twice that level.

Shark Price

Tariffs will keep the Shark out of the US, and probably Europe. However, the global pickup market is huge. Global pickup sales are close to 4 million per year.

US Market Is Closed

The Shark’s sales will start in China which is both the world’s largest car market and the world’s largest EV market. Over 11 million new EVs were sold there last year

While the US and EU markets may be closed, US companies count on pickup sales outside the US. And, that is where they will meet the Shark.