Why is France Ignoring Pick-Ups?

Iconic symbols of the great American outdoors and a certain form of rural freedom, pickups struggle to find their place in France.

Today, Peugeot introduces its new Landtrek, a stunning pickup that we will not be discussing… The pickup segment nonetheless accounts for 2.5 million annual sales worldwide, and the Landtrek is sold in about 40 countries, mainly in Africa, the Middle East, and South America. But not in France, as you might have guessed. While these robust utility vehicles appeal to some professionals, they remain a minority on our roads. Several reasons explain this disinterest.

First, their large size poses a problem. Designed for spacious terrains, pickups are poorly suited to the narrow streets of French city centers and complicate parking. This lack of practicality limits their adoption by private individuals, who prefer more compact vehicles. Next, the tax regulations have evolved. Until 2019, double cab pickups were exempt from environmental penalties by being classified as utility vehicles. But this exemption was abolished, making these vehicles much more expensive. Their diesel engines, combined with high CO₂ emissions, also expose them to steep taxes, reducing buyers’ interest. Economically, the purchase price of a pickup, often higher than that of an SUV, is another obstacle. Added to this is high fuel consumption, which is at odds with growing environmental concerns.

Finally, cultural preferences play a major role. In France, buyers favor SUVs or elegant, versatile sedans that are better suited for family or daily use. Pickups, often perceived as rustic or overly specialized vehicles, struggle to compete with more modern and refined models.

In the face of these challenges, even flagship models like the Toyota Hilux, Ford Ranger, and Peugeot Landtrek struggle to establish themselves. While pickups maintain their niche among professionals, their broader public future in France appears permanently compromised.

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