In 2025, the Chevrolet S10 pickup marked 30 years on the Brazilian market. Production began in 1995 at GM’s plant in São José dos Campos, making it the first midsize pickup built in the country. Over time, the S10 has grown into one of the brand’s defining models in the region.

According to General Motors, more than 1 million Chevrolet S10 units have been sold in Brazil over three decades, a record for the segment. The model crossed the one-million mark in 2020, coinciding with its 25th anniversary on sale. In 2025, the S10 also became Chevrolet’s longest-running model in the country without a name change.

The current third generation continues to deliver steady sales. For the 2026 model year, it gains a broader list of standard features, including new technologies and safety systems. That combination positions it as one of the most technologically advanced options in its class on the Brazilian market—an update that lands right where buyers are looking.

Despite competition from the Toyota Hilux and Ford Ranger, both imported from Argentina, the Chevrolet S10 remains the segment’s second-best-selling pickup and the only member of the top three built domestically. It also figures among the new 2026 models aimed at the South American market, and local assembly can be a quiet advantage.