Pickup Trucks Are A Tiny Europe Sector, But EVs And China Move In

Europe’s pickup market stays niche, and electric versions are even smaller. Sales of pickups in early 2026 fell 15% to 65,800 units, a level the article contrasts with the U.S., where pickup volumes remain far larger. Despite the tiny segment, Chinese automakers are still trying to expand. Offerings cited include the Isuzu D-Max eV, the KG Mobility Musso, the Toyota Hilux, and the SAIC Maxus eTerron 9. The Isuzu is positioned for commercial users thanks to strong payload and towing, even though its claimed 163-mile range and slower 50 kW DC charging lag rivals. Analysts suggest plug-in hybrids may be the more realistic path than full EVs.