Remember Jaws? Here’s a Shark That Will Take a Bite Out of the Global Pickup Market (Except the US)

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Last Updated on: 20th March 2025, 09:53 am

Here’s a Shark that’ll bite off a huge chunk from the pickup truck market in Asia and elsewhere.

The Jaws theme is playing. That now-famous, two-tone musical cue that signaled the arrival of the great white shark is playing all over Asia’s pickup truck market. Those who remember Jaws know that after watching the film, many hesitated to go to the beach or even swim in a pool.

In the Philippines, the sound is thunderous, as the impending danger of a market disruption has begun. BYD has stirred the waters and is poised to dominate.

“Yes, the BYD Shark is one vehicle that will change the Philippine pickup truck market,” says Bob Palanca, Managing Director of BYD Philippines, in an interview with CleanTechnica. “Almost 100% of the pickups sold in the Philippines are diesel-powered, designed to deliver high power and torque. The BYD Shark does the same with less emissions, no noise, and no need for a charging station.”

At an exclusive event in Clark, Pampanga, media personnel were given a chance to test the BYD Shark over a longer distance. The plug-in hybrid is a midsize truck with a range exceeding 500 miles. After making its global debut, it signaled a bold expansion into territories where the competition is already thick and the stakes are high.

Just as the quiet beaches of Amity were shattered by the arrival of a great white, the automotive landscape is about to experience a similar disruption. “We’re gonna need a bigger boat,” one might say, echoing Chief Brody’s famous line. This isn’t just another truck; it’s a force of nature, a plug-in hybrid that could redefine the midsize pickup segment.

In the Philippines, the Shark is set to hunt in the same waters as the Ford Ranger, Isuzu D-Max, Nissan Navara, and Toyota Hilux. Based on BYD’s ambitions, the Shark is primed to dominate in Latin America and Asia, where the pickup market is as vast as the open sea.

BYD Philippines’ Corporate Communications and Brand Activation Head Mikko David told CleanTechnica that the target customers for the Shark in the Philippines are premium buyers, not because of the price range, which is similar to the Ranger Raptor and Hilux GR, but because the Shark offers more “teeth.”

Taking Chunky Bites Out of the Market

The BYD Shark’s debut outside of China was in Mexico in May 2024. More than 11,000 trucks were brought in, and sources at BYD International say over half were sold. BYD also announced plans for local manufacturing, which would make it more competitive against the American and Japanese trucks already being built there. However, potential tariffs could hinder its entry into the U.S. market.

Cambodia received the Shark after Mexico on October 26, 2024. One might wonder, why Cambodia? It has the smallest car population in the ASEAN region and an underdeveloped EV industry. BYD, however, sees huge potential in this country, which has responded favorably to China’s Belt and Road Initiative (BRI). Gasoline prices in Cambodia are quite expensive, second only to Singapore in the region at about $1.16 per liter (about $4.64 per gallon), so the long range on electric and gasoline power appeals to the young pickup truck market segment there that values both utility and efficiency.

The BYD Shark 6 has seen a rapid surge in sales in Australia. Reports from carsguide.au indicated that as of last month, it was the third best-selling ute (that Australian word for any utility vehicle) in the country, with 2,026 deliveries. It ate up market share from the Ford Ranger, which sold 4,040 units but declined 23%, and the Toyota Hilux, which lost 17.9% market share, turning over 3,616 vehicles sold. If you do the math, these year-to-date declines—about 1,573 vehicles—correspond almost to the market share loss from Shark competitors, with the rest of the lost sales coming from Isuzu, which it has displaced from its third position.

In Brazil, the Shark has shown promising pre-order numbers, indicating strong initial consumer interest, particularly within the agricultural sector. It is not expected to be used to haul soy or coffee beans from a fazenda. It will probably be used by the large plantation owner to comfortably move around the vast acres of plantations. BYD built a factory in Camaçari, Bahia, but in late November last year, Brazilian authorities temporarily shut down the construction site due to allegations of “slavery-like” working conditions. BYD fired and replaced the contractor. Despite this, the pre-order numbers remain strong.

Out for the Kill

Penned by Wolfgang Egger, a designer with a history of crafting masterpieces at Alfa Romeo, Audi, and Lamborghini, the Shark boasts a bold, masculine design. Its squared headlights and taillights, coupled with a striking light bar, evoke the formidable presence of the F-150 Lightning, but with a unique, predatory edge. The “BYD” name, stamped proudly on the tailgate and grille, signals its intent to leave a lasting mark.

BYD claims its design is inspired by the ocean’s apex predator, and while the literal resemblance may be subtle, the sheer presence of the Shark speaks volumes. Its wide wheel arches, raised beltline, and lack of chrome give it an overlanding charisma, a sense of rugged capability that echoes the relentless pursuit of its namesake. Much like Quint’s rugged fishing vessel, the Orca, the Shark is built for the hunt, perhaps targeting vehicles like the Ranger Raptor.

The BYD Shark has entered the waters, and the automotive world is holding its breath.

Will it become the apex predator? Only time will tell. But one thing is certain: the game has changed, and the competition will never be the same. As Chief Brody said, “Smile, you son of a ….”

The competition is about to face a significant challenge.