The Russian market for new pickup trucks showed significant growth in September 2026, but the main beneficiaries were not American brands or the familiar UAZ. Sollers was the leader of the month among brands, and the Chinese JAC T9 Hunter took first place in the model ranking. Moreover, the American RAM was ahead of the UAZ Pickup, despite the completely different price segments and purposes of these vehicles.
According to Avtostat Info, 2,156 new pickup trucks were registered in Russia in September – 29.6% more than in the same month of 2025. Compared to August, this figure increased by 14.2%. However, the dynamics of one month do not reflect the situation on the entire market: from January to September 2026, 15,510 new vehicles in this class were registered, which is approximately 2% more than the result of the previous year.
Sollers sharply increased registrations and took the lead
The main change in September was the increase in demand for domestic pickups. Russian brands accounted for 600 registrations against 300 a year earlier. Thus, the figure doubled, and the segment share increased from approximately 18% to 28%.
Foreign manufacturers also increased their performance, but significantly more slowly: the number of registrations increased by 14%, to 1,556 vehicles. Their share, however, decreased from 82% to 72%. This does not mean that buyers have abandoned imported models en masse. Rather, Russian brands were able to increase volumes faster than their competitors.
In September, the brand ratings were as follows:
- Sollers — 469 cars, a 178% increase year-on-year;
- JAC — 377 cars;
- Great Wall — 334 cars;
- Dodge — 195 cars;
- Foton — 167 cars.
Sollers’ result is especially noteworthy given the nine-month results. From January to September, the brand registered 2,397 pickups, while JAC registered 2,591 vehicles. The gap is only 194 vehicles.
At the same time, Sollers registrations grew by 34%, while JAC lost 28% compared to the same period last year. If this dynamic continues, the Russian brand will be able to claim leadership by the end of 2026. However, for such a forecast, it is important to take into account not only customer interest, but also the availability of vehicles at dealerships, production capabilities, and delivery terms.
JAC T9 Hunter is ahead, RAM is above UAZ Pickup
The JAC T9 Hunter leads the model ranking for September with 376 registered vehicles. In August, the figure was 293 cars, meaning it increased by approximately 28% over the month.
Great Wall Poer took second place: 305 registrations against 163 the previous month. The result of this model has grown by almost 87%, which indicates a noticeable strengthening of its position in the segment.
Next are:
- Sollers ST6 – 196 cars;
- RAM – 195 cars;
- Sollers ST9 and Foton Tunland – 164 cars each;
- Changan Hunter Plus – 148 cars;
- UAZ Pickup – 131 cars.
The difference between RAM and UAZ was 64 cars in favor of the American brand. This is a noteworthy comparison, but it shouldn’t be interpreted as direct proof that Russians prefer RAM to domestic vehicles in every respect.
These models differ in cost of ownership, equipment, dimensions, powertrains, and usage scenarios. RAM is aimed, among other things, at buyers who need a large and powerful vehicle with a high level of comfort. The UAZ Pickup has traditionally appealed to those who value off-road capability, maintainability, and the ability to operate in difficult road conditions.
Furthermore, this is based on new vehicle registrations for one month, not the results of a large-scale customer survey. Therefore, it is more accurate to compare market results, rather than the absolute superiority of one model over another.
Why Chinese pickups are strengthening their positions
September statistics show that Chinese manufacturers and associated Russian brands play a significant role in the segment. The top five in terms of registrations were Sollers, JAC, Great Wall, Dodge, and Foton, while the most popular models were the JAC T9 Hunter and Great Wall Poer.
Buyers get an alternative to the traditional utility pickup truck: modern models can offer more extensive equipment, a comfortable interior, and electronic driver assistance systems. For some customers, such a vehicle becomes not only a work tool but also a vehicle for travel, out-of-town trips, and everyday use.
However, judging a pickup truck’s appeal solely by its configuration and appearance is not worth it. Before purchasing, it is important to check maintenance costs, availability of body parts, warranty terms, residual value, and actual payload capacity. For commercial use, the permissible trailer weight, fuel consumption and downtime costs for repairs are also important.
Where is the demand for pickups growing the fastest
The Central Federal District remains the largest regional market: it accounts for 37% of new pickup truck registrations. However, the highest dynamics were recorded in the south of Russia, where the figure increased by 87% year-on-year.
Significant growth was also noted in other federal districts: by 67.3% in the Urals, by 65% in the Volga District, and by 22.7% in the Central Federal District.
Regional differences can be explained by the uneven structure of demand. Pickups are in demand among businesses that have to transport equipment and cargo, as well as among private owners who regularly travel off-pavement roads. However, registration figures alone do not allow us to determine what share of vehicles are purchased by businesses and what by private buyers.
What will happen to the market by the end of 2026
Despite a strong September, it is too early to talk about a full-fledged market boom. Over the first nine months, sales of new pickup trucks in registration terms increased by only approximately 2%. Therefore, the acceleration in September may be due to both a real expansion in demand and a change in the delivery schedule and vehicle registration.
The main intrigue of the last months of the year is the battle between Sollers and JAC for brand leadership. So far, the Chinese brand maintains its advantage based on the results of the first nine months, but Sollers’ faster growth is closing the gap. In the model rankings, it’s worth keeping an eye on the performance of the JAC T9 Hunter and Great Wall Power, as well as the UAZ Pickup.
For buyers, the main takeaway is that the Russian pickup truck market is becoming more diverse. When choosing, it’s worth comparing not only the price of the vehicle, but also its intended use, operating costs, the reliability of a particular version, and the availability of spare parts. These factors may prove more important in the long term than the results of a single model in the monthly rating.
