Renault has launched the Alaskan pickup, with its sights firmly set on one of the fastest-growing automotive markets.
Heavily based on the Nissan Navara, it will compete with the likes of the Mitsubishi L200, Isuzu D-Max and a clutch of other 1t pickups.
It will go on sale in South America first, but is expected to hit UK shores in the first part of 2017.
The Alaskan shares its 2.3-litre, twin-turbo diesel engine with the Navara and Renault’s current range of Master vans.
Either 158hp or 187hp is on offer, along with the choice of a six-speed manual or seven-speed automatic gearbox.
Interior spec looks pretty good on paper, with eight-way powered seat adjustment, dual-zone climate control and a 5in touchscreen display that can be paired with a smartphone.
Higher-specced models include a 7in satnav and 360deg camera system.
Crucially for farmers it has a 3.5t towing capacity and prices start at £23,000.
Meanwhile, Fiat is following suit by taking the L200 and giving it a new face.
The Fiat Fullback gives two specs to choose from. The entry-level SX will be the same as the L200 Titan, giving DAB radio, cruise control, air-con, LED lights, hill-hold, the 148hp, 2.4-litre diesel found in the Mitsubishi and a six-speed manual gearbox.
The higher level LX goes on to give 178hp from the same engine, and a choice of either the six-speed manual or a five-speed auto.
This is then tarted up with all the extras you could think of, including electrically adjusted and heated leather seats, climate control, lane departure, a 6in touchscreen with satnav.
For £2,000 more, you can make that 6in a 7in and get flappy paddles with your auto gearbox.
Like the Renault, prices are set to rival its sister, so list price is about £24,898.