Strategic Marketing / Crossover Marketing for Pickup Trucks: Covering Both Work and Leisure Economic Daily News, Chiu Hsin-yi — 2017-09-26 00:06
As modern lifestyles become increasingly diverse, consumers’ expectations for vehicle functionality have gone beyond what they once were. After SUVs became the mainstream choice in the automotive market, pickup trucks—offering greater flexibility, off-road capability, and towing capacity—have made modern leisure life even more colorful and dynamic.
Diversified Marketing Drives Year-on-Year Sales Growth
With policy restrictions gradually relaxed, pickup trucks, which have continued to grow in the Asia-Pacific region in recent years, have also begun to gain attention in Taiwan this year.
Imported pickup models that were previously limited to front-row seating are no longer restricted by reduced passenger seating requirements, prompting automakers to compete for this promising market segment.
As lifestyles evolve, pickup trucks have taken on a new image and definition, even becoming a statement of attitude. In Australia, pickups have become the vehicle of choice for enthusiasts who enjoy off-road driving and extreme leisure activities. In Thailand, although pickup buyers mainly use them as work vehicles, they still regard these models as cool and distinctive by nature.
Thanks to their diversified functionality and flexibility, pickup truck sales have continued to grow. The photo shows the Ford Ranger.
Source: United Daily News database
Filipino buyers also reflect consumers’ demand for pickup trucks that serve both work and leisure purposes. More than 60% of pickup owners use their vehicles at least once a month during weekends or holidays as transportation for family outings.
Functions that were once considered primarily commercial are now secondary. Around 80% to 90% of users drive pickups for daily commuting or work-related travel.
Clearly, pickup trucks have gained consumer favor across many applications, with year-on-year sales growth reflecting new trends in consumer lifestyles and vehicle usage.
A New Lifestyle Concept That Resonates with Customers
According to 2016 sales data, pickup trucks became the best-selling vehicle type in Australia for the first time. With Australia’s vast territory and diverse terrain, three of the top ten best-selling vehicles were pickups: the Ford Ranger, Mitsubishi Triton, and Toyota Hilux—a historic first.
From 2006 to 2016, Australia’s overall automotive market grew by approximately 22.4%, while the pickup truck segment grew by as much as 39%, nearly double the market average.
As SUVs continue to grow globally due to their spaciousness and versatile applications, pickup trucks have also benefited from their flexible and diversified usage.
Because of their distinctive open cargo bed design, pickups were traditionally seen mainly as commercial vehicles. However, thanks to recent advancements in automotive technology, pickup trucks now offer excellent space and load capacity. Some four-wheel-drive models even provide off-road and towing performance comparable to off-road vehicles. More importantly, their cabin comfort and luxury have reached a level comparable to ordinary passenger cars.
Ford Taiwan Associate Director Lin Yu-han is optimistic about the connection between pickup trucks and modern lifestyles. He believes that because pickups now combine functionality with comfort, future market demand will continue to rise.
Lin pointed out that advanced technologies such as active driving safety systems and parking assistance are now available on certain pickup models, making them easier for drivers to operate.
With their multi-purpose applications covering both leisure and business needs, pickup trucks are gaining consumer favor because they combine functionality with comfort.
Source: United Daily News database
Breaking Stereotypes: Female Drivers Are Increasing
Contrary to the traditional impression that female drivers tend to avoid larger vehicles, many women have also embraced pickup trucks. Taking the Ford Ranger as an example, approximately 30% of its owners in Taiwan are women.
The Ford Ranger, currently the sales leader in Taiwan’s pickup segment, achieved annual sales growth of 29%, mainly driven by consumers’ increasing demand for vehicles that can serve both work and leisure purposes.
This demand is not limited to Taiwan. Across the Asia-Pacific market—including Australia, New Zealand, the Philippines, Thailand, and Vietnam—demand for pickup trucks has also been rising.
In 2014, the Ford Ranger was sold in 180 countries worldwide. By 2017, that number had rapidly increased to 250 countries and regions.