据经济观察报-经济观察网 2026年1月，比亚迪销售新车21.01万辆。尽管整体销量被吉利超越，但其海 外出口表现依然亮眼。当月，比亚迪乘用车及皮卡海外销售达10万辆，同比增长43.3%。分品牌来看， 比亚迪品牌销售17.75万辆；方程豹品牌销售2.16万辆；腾势品牌销售6002辆；仰望品牌销售413辆。比 亚迪的销量结构显示出其品牌矩阵的多元化布局，同时海外市场已成为其重要的增长引擎。 ...

目前，中国新能源皮卡市场的主要玩家包括吉利、比亚迪、郑州日产、长安和江铃。根据乘联分会数据，2025年12月，吉利雷达电动皮卡销量2092辆，比亚 迪皮卡海外销量1200辆，郑州日产销量1081辆，长安增程皮卡销量753辆，江铃新能源皮卡销量285辆。 "以往一些传统车企的电动皮卡价格较高，主要面向B端。但我们观察到，C端需求已经起来。我们预测，（威麟R08 EV）上市第一年B端和C端的比例结构 大概在1:1。随着电动皮卡普及度提高，C端用户基数更庞大，未来占比将逐步超过B端。"威麟R08 EV产品CE施竟成在接受经济观察报等媒体采访时说。 张佳明透露，威麟电动皮卡在C端会率先聚焦于对皮卡政策相对友好、新能源接受度高的区域，如海南、广东、浙江等市场。在东部地区，无论是商用车还 是乘用车，纯电动的渗透率都还有很大提升空间。因此，威麟电动皮卡也会锚定大B端（如国企、央企及政府采购）和小B端（如无人机作业、小型矿场等 特定行业用户）。 政策一直是影响皮卡市场发展的重要因素。从2016年开始，有关部门先后取消了皮卡车身喷字、粘贴反光条、营运证和驾驶员从业资格证等限制。目前，全 国约95%的地级以上城市已取消皮卡进城限 ...

皮卡产销： 2025年12月份皮卡市场销售5.2万辆，同比增长8.8%，处于近5年的高位水平。2025年1-12月 份皮卡市场销售58.9万辆，同比增长11.8%。2025年12月份皮卡生产为4.8万辆，同比增长5.2%，处于近5年的 中高位水平。2025年1-12月份皮卡市场生产57.5万辆，同比增长14%。 长城汽车持续保持强势皮卡领军地位，国内外表现均较平稳。受出口持续同比增长促进，长城汽车、长 安汽车、上汽大通、江淮汽车、郑州日产表现较强。在国内皮卡零售市场，长城汽车、江铃汽车、郑州日产、 雷达汽车、江西五十铃等表现较好，国内"皮卡一超多强"格局继续保持。皮卡市场的主力区域在西南、西北为 主，西部地区的皮卡需求较大。2025年12月西南、西北地区的皮卡需求占到总体需求的46%，成为两大核心市 场，京津山河四省的皮卡表现较弱。随着新能源皮卡高增速放缓，新能源助力皮卡市场弱于物流类电动车走 势。 皮卡出口： 2025年12月全国皮卡出口2.8万辆，同比增长12%，环比下降13%，行业出口占比继续保持高 位。1-12月皮卡出口30万辆，同比增长21%。2024年皮卡出口占比皮卡总销量的45%，2025年12 ...

Core Insights - The overall pickup market in China is experiencing a mixed performance, with a slight decline in September 2025 sales compared to the previous year, but a notable increase compared to the previous month [4][6][8] - The leading position of Great Wall Motors in the pickup segment remains strong, with significant contributions from exports and stable domestic performance [4][6][21] - The demand for pickups is primarily concentrated in the southwestern and northwestern regions of China, which account for 44.4% of total demand [4][15][29] Pickup Market Overview - In September 2025, the pickup market sold 46,000 units, a year-on-year decrease of 2% but a month-on-month increase of 15%, maintaining a mid-to-high level compared to the past five years [4][6] - From January to September 2025, total sales reached 415,000 units, reflecting a year-on-year growth of 6% [4][6] - The pickup market is influenced by seasonal factors, with sales typically increasing after the Spring Festival [4][6] Export Performance - The pickup export market is robust, with a cumulative export of 224,000 units in 2024, marking an 85% increase [8][21] - In September 2025, exports reached 26,000 units, showing a year-on-year growth of 3% and a month-on-month increase of 22% [8][21] - The export share of pickups has risen significantly, with 56% of total sales in September 2025 attributed to exports [8][21] New Energy Pickup Trends - The new energy pickup segment is rapidly growing, with September 2025 sales of 4,000 units, a year-on-year increase of 104% and a month-on-month increase of 31% [2][12] - Cumulative sales from January to September 2025 reached 54,000 units, reflecting a staggering growth of 440% [2][12] - The market for new energy pickups is expected to expand further as consumer interest increases and more models are introduced [2][12] Regional Market Dynamics - The primary demand for pickups is concentrated in the southwestern and northwestern regions, with these areas showing strong performance in September 2025 [15][29] - The market in eastern regions is experiencing a decline, while the central and northern regions are not seeing significant growth [15][29] - The county and township markets are becoming increasingly important, with a notable recovery in demand from these areas [15][29] Competitive Landscape - Great Wall Motors continues to dominate the domestic pickup market, holding nearly 50% of the market share, with strong performances from Jiangling Motors and Zhengzhou Nissan [21][23] - The competitive landscape is evolving, with traditional manufacturers maintaining strong positions while new entrants like Radar and Changan are also gaining traction [21][23] - The overall market is characterized by a "one strong, three strong" dynamic, with Great Wall Motors leading and other brands like Jiangling, Zhengzhou Nissan, and Jianghuai maintaining competitive positions [21][23]