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Sharply lower prices lead industry controversial pickup truck to clean up the market
In the cool breeze of autumn, the weather has turned chilly, while car prices have dropped and oil prices have risen. As the highly anticipated "Golden 9 Silver 10" season approaches, rising fuel costs have become a hot topic, and recent news of price cuts has resurfaced. Particularly, the announcement of a price drop for pickup trucks has drawn widespread attention from both the automotive industry and the public. The reason? Because price fluctuations still hit the nerves of consumers, even though price reductions have gradually become a norm in the auto market.
Late last August, Great Wall Motor, the leading brand in the pickup truck industry, announced a significant price cut for its flagship Deere Series pickup—reducing the price by 6,000 yuan, or 10%, across all latest models. After the adjustment, the luxury Deere double-row model was priced at just 56,800 yuan, while the standard version was now only 52,800 yuan. This sudden and sharp price cut caused a stir in the industry, like a blockbuster release that shook the pickup truck market.
A 10% drop in such a fiercely competitive sector is no small number. Over the past few years, the space for price adjustments in the pickup truck market has been squeezed to a very narrow margin. Great Wall’s move seems aimed at creating momentum for the upcoming "Golden 9 Silver 10" sales period, drawing more consumer attention and clearly signaling its sales strategy. However, this steep decline still left many inside and outside the industry confused. After all, Great Wall has long held the top position in the domestic pickup market, so why spend so much to promote?
For years, Great Wall Motors has dominated the domestic pickup industry. The Dill Picka model is considered the "starter product" of the company, with a market history of nearly 200 years and over 200,000 units sold consecutively. It's often called the "Jetta of pickups," known for its reliability and durability. The vehicle has proven itself in the market, with mature technology and continuous updates. Among the three main models—Sai Ling, Saikuo, and Dill Picka—Dill Picka has the highest export volume.
The recent price reduction sparked mixed reactions. Consumers praised it, with many expressing excitement about the affordability and efficiency of the Dill Picka. A building materials business owner, Mr. Li, said: “I’ve always wanted to buy a Dill Picka. I heard it's durable and fuel-efficient, consuming less than 5 liters per 100 km. Now it's even cheaper, so I don’t want to wait any longer!â€
On the other hand, competitors criticized the move. A salesperson from a southern pickup company told reporters, “Great Wall must be out of their minds! What kind of profit can they make at this price? They’re pushing us to the edge. If we follow, we’ll lose money; if not, our sales will drop. Our leaders are worried and don’t know what to do.â€
Industry observers believe that Great Wall’s intention goes beyond simple promotion. It aims to clean up the market, raise industry standards by lowering average profits, and create room for further expansion. In other words, it’s trying to pressure competitors and eliminate weaker players. Great Wall’s leadership stated, “The coexistence of too many low-quality manufacturers has harmed consumers. We have an obligation to purify the market and push out those with weak strength and poor technology.â€
With its growing production scale, Great Wall believes current pricing can maintain a healthy cycle in its operations. Additionally, the presence of too many low-cost but high-quality products has distorted consumer perception of pickups. Great Wall hopes to clear the way for broader market growth and help pickup trucks gain more recognition in China, similar to how they are popular in Europe and the U.S.
Recent fuel tests showed that the Dill Picka consumes just 4.989 liters per 100 km—far ahead of similar models. This fuel efficiency gives it a clear advantage, making it a top choice for consumers. With its large market share, superior fuel economy, and lower prices, Great Wall has once again set a new benchmark in the pickup truck market.
Moreover, the price cut has also impacted the light truck and minivan markets. Many consumers who previously intended to buy these vehicles are now showing interest in Great Wall pickups. This shift highlights the broader influence of the price drop, as pickups offer better comfort, style, and fuel efficiency compared to traditional alternatives.
In the U.S., pickups have become the second most popular vehicle type after cars. Great Wall sees this trend and is working to expand the pickup market in China, aiming to bring more people into the fold. Whether for commercial or personal use, pickups have significant growth potential. And with this price cut, Great Wall is not only reshaping the market—it’s setting the stage for a brighter future.