Pickups Are Tiny In Europe, But EVs And China Are Moving In

Isuzu D-Max eV

Pickups Are Tiny In Europe, But EVs And China Are Moving In.

“pickups are niche n Europe, and electric ones are even a rarer thing to see in the streets”

If pickup trucks in Europe are a niche product, electric ones are probably a micro-niche.  

Just compare the numbers with America. In the first half of 2026 in Europe, pickup sales fell 15% to 65,800, that’s about 4% of sales in the U.S. Last year Ford alone sold 769,000 F-Series pickups in America. Sales of electric pickups in the U.S. went from pioneering the electric revolution to a sharp retrenchment as government subsidies expired.  That cost manufacturers hundreds of millions of dollars. Even Tesla’s electric Cybertruck sales fell almost 50% last year to just over 20,000. Plug-in hybrid powertrains are likely to become more popular than pure electric, according to analysts. 

In Europe, sales of electric pickup trucks are a tiny afterthought in a weakening sector but even in an area that seems to have no future, Chinese manufacturers can’t resist trying to dominate it. Because it’s there? 

The European EV pickup market is currently limited to the KG Mobility Musso from Korea, the Toyota Hilux, the Isuzu  D-Max eV (which I’ve just been driving – see review) and the Chinese SAIC  Maxus. The Musso is by far the cheapest, almost £15,000 under Toyota and the Maxus. The Isuzu is about £5,000 more expensive. But the Isuzu is way ahead in terms of payload and towing ability.

Utilities, construction, local authorities, agriculture
Analysts say the Isuzu (from Japan) doesn’t really compete on EV range or price. Its 163-mile range claim and relatively slow 50 kW DC charging are weak compared with the 267-mile Maxus and longer-range Musso. But the payload, towing and full-time four-wheel drive are big pluses. For utilities, construction, local authorities, agriculture and fleets that need a working pickup, the Isuzu has a strong case.

Felipe Munoz, an industry expert who runs the industry research platform Car Industry Analysis, said electric pickups are a rare sight and probably will continue to be so, but plug-in hybrid versions will eventually be a more realistic option.

“As you said, in general the pickups are a niche segment in Europe, and therefore the electric ones are even a rarer thing to see in the streets. They are not even popular in USA, where consumers love the pickups.  As they are classified as commercial vehicles, the regulation regarding emissions is less strict. However, it will become tougher, meaning that the electric or PHEVs will gain relevance. With this being said, it is when we will see more Chinese coming,” Munoz said in an email exchange.  

“Until now, the Chinese makers have focused their efforts on the passenger car market. However, their second phase of expansion is due to consider the lucrative (small commercial vehicle) segments, pickups included. (Manufacturers) like GWM (Great Wall Motor) and SAIC are already having a big success in some emerging pickup-addicted markets like Chile or Australia,” according to Munoz.

Jamel Taganza, vice-president of French auto consultancy Inovev, said the European pickup market is a true niche and last year had a market share of 0.6%. The combustion sector is dominated by four brands – Ford (47%) driven by the mid-size Ranger, Toyota at 26% (Hilux), Isuzu at 18% (D-Max), and VW at 8% (Amarok).

The market is miniscule
“You are entirely right about BEVs; that market is minuscule, sitting at 0.2% in 2025 and 2% in the first half of 2026. Frankly, I do not see this market growing in the future, even with potential new offerings from Chinese brands,” Taganza said in an email exchange. 

“The preference is deeply cultural. Europe relies heavily on utility vans, and I don’t see that changing. Past attempts and heavy marketing from mainstream carmakers like Renault and Nissan failed to gain traction. While pickups will have to comply with the 2035 (CO2) regulations alongside other light commercial vehicles, EV technology won’t be a catalyst for market growth here. Ultimately, I expect the market to remain stagnant,” according to Taganza.

According to Munoz, European Union emissions regulations will keep the EV sector alive, although U.S.-style popularity is unlikely.

“Europe has never liked these cars and the Chinese are not likely to change that. Still, the regulation is forcing many of the existing pickups to become electric or PHEV,” Munoz said. 

Isuzu D-Max EV

Electric motors 200 hp – front 61.3/rear 138.7

Torque – 347.6 Nm

Battery – 66.9 kWh lithium-ion

Claimed range – 163 miles

Drive – all wheels

0-60 mph – 9.9 seconds

Top speed – 84 mph

Price in U.K. after tax £62,495 ($83,100)