India’s roads are packed with motorcycles, hatchbacks, compact SUVs, and sedans. One vehicle type that rarely finds space in this mix is the pickup truck. While countries like the US, Australia & South Africa have a thriving pickup culture, India doesn’t seem to follow suit.
Pricing & Tax Structure
Pickup trucks in India often fall under the same taxation bracket as commercial vehicles. This attracts a higher GST rate of 28%, with an additional cess of 15% if the engine displaces more than 1500 CC or the length crosses 4 metres. That makes pickups more expensive than their utility warrants for personal buyers.
For example, the Isuzu D-Max V-Cross, one of the few lifestyle pickups in the country, starts at over Rs 20 Lakh on-road in most states. Despite offering 4WD, 163 BHP, & solid payload capability, it competes in price with premium compact SUVs, such as the Volkswagen Taigun. Yet, they lack the comfort, features, & perceived value of vehicles in that price band. This creates a mismatch between cost & consumer expectations at that price point.
Poor Ride Quality, Boot Space & Family Appeal
Leaf spring suspension systems are common on pickup trucks due to their load-bearing purpose. However, without any load, they create a stiff & bouncy ride. On Indian roads, which are uneven even in cities, this is immediately noticeable and uncomfortable, especially for those in the rear seats. They’re high and tall vehicles that make ingress and egress difficult for children and the elderly.
There is also the matter of boot space. Pickups have exposed beds. This makes them impractical in monsoons or dusty environments unless covered using aftermarket canopies or covers. Even then, they lack the security, insulation, & usability of a conventional boot.
For families, this makes pickups inconvenient. The second-row often gets a more upright seatback angle, and the cabin itself usually lacks features and creature comforts. So, despite their looks, they struggle to serve as daily family vehicles.
Infrastructure & Urban Suitability
India’s urban infrastructure is rarely forgiving to larger vehicles. Pickup trucks generally exceed 5 metres in length, and with a poor turning radius & limited rear visibility, they are impractical for our urban roads and crowded markets. Such vehicles have significant blindspots and are difficult to drive in our tightly packed conditions.
Parking space is another concern. A pickup needs more space than a typical parking slot can offer. Narrow lanes, basement parking in apartments, & tight mall entry ramps don’t accommodate them easily. Driving a pickup in cities is more of a hassle than an advantage.
Cultural Positioning & Perception
In India, the image of a pickup truck is still strongly associated with commercial or rural utility. For decades, vehicles like the Tata 207, Mahindra Bolero Camper, & Ashok Leyland Dost have been tools for transporters & farmers. The body-on-frame layout, open bed, & utilitarian interiors reinforce that perception among people’s minds of these being solely utility vehicles and not lifestyle.
This makes it hard for manufacturers to position pickups as aspirational or lifestyle vehicles. These vehicles finds takers among off-road enthusiasts, but that audience is small. Unlike SUVs, pickups haven’t become symbols of success or luxury in Indian cities.
Market Demand & Manufacturer Reluctance
Pickup trucks are not manufactured at the same scale in India as they are in other markets. With low demand, there is limited incentive for manufacturers to localise production, which keeps prices high. In the US, Ford, GM, & Toyota sell pickups by the hundreds of thousands annually. In India, no pickup has breached even five-digit annual sales figures in the private segment.
Toyota did not bring the Hilux to India until 2022, and even then, it targets a specific audience rather than mass buyers. Mahindra & Tata have suitable platforms, but both focus their energy on SUV line-ups like the Scorpio-N or Harrier-based offerings. Maruti Suzuki, Hyundai, & Kia have not attempted lifestyle pickups at all.
Conclusion
The Indian auto market has shown that it responds well to utility vehicles if they are priced right, practical, and versatile. But pickup trucks have struggled to fit in. They remain a fringe presence on Indian roads. Their story, for now, stays largely off the mainstream path.
