The Fiat Strada reached the milestone of 100 thousand units sold in Brazil in the accumulated total for 2026, according to Stellantis on Monday, the 10th, with this mark being achieved in early August.
This volume consolidates the compact pickup truck as the best-selling vehicle in the country, surpassing not only its category but also other segments, maintaining this position since 2021.
In July alone, the Strada registered 97,948 registrations, leading all light vehicles and automobiles in the market. According to Fenabrave data, the difference from the second-place finisher in the general ranking, the Volkswagen Polo, is 52%, with 14,912 units sold just that month.
The pickup is heading towards its sixth consecutive title as market leader in Brazil, having been the leader between 2021 and 2025, a period in which it accumulated 142,903 registrations in a single year. Furthermore, the manufacturer reported that in 2025, the Strada was the best-selling car in South America.
The model's success is due to its history of evolution. Since its introduction to the market in 1998, the Strada has improved its functionalities to go beyond purely professional use. The extended cabin version appeared in 1999, followed by the double cabin in 2009. A significant advance occurred in 2013 when the model began to offer a third door, something unprecedented in the category, which improved access to the second row of seats.
The current generation, launched in 2020, brought another major change, becoming the first compact pickup in the country with four doors and capacity for five passengers, in addition to incorporating electronic stability control in the segment. In 2021, the Strada began offering the CVT automatic transmission among smaller pickups, and in 2023, it received the 1.0 Turbo 200 flex engine, which delivers 130 hp and 20.4 kgfm with ethanol.
The most recent update occurred in January of this year, when the Ranch and Ultra versions started including the Connect Fiat system. This platform allows users to check vehicle data remotely, perform real-time tracking, and request assistance or emergency services via smartphone.
Currently, the Strada is marketed in five versions, including the Cabine Plus and Cabine Dupla options. The Cabine Plus configurations support up to 720 kg and have a bed capacity of up to 1,354 liters, while the Cabine Dupla models support up to 650 kg and have a volume of 844 liters. All versions maintain a towing capacity of 400 kg. The line uses the 1.3 Firefly flex engine, with 107 hp and 13.7 kgfm with ethanol, or the 1.0 Turbo 200 engine, exclusive to the higher-standard versions.