With three new half-ton pickups getting ready to come to market — the new Ram light-duty later this fall, the Chevy Silverado by the second quarter of 2013 and the GMC Sierra soon after that — the strategies are pretty well mapped out.
Ram Truck and Ford seem to be invested in not having a smaller pickup truck to serve the entry-level market, believing instead they can serve their customers with a more efficient full-size pickup, while GM decided to redesign a midsize pickup truck to serve those who may not need or want a bigger pickup.
Bradford Wernle and Mike Colias of Automotive News offer a solid survey of the various strategies that all the full-size truck makers will bear fruit in the form of increased sales. Interestingly, they seem to suggest that Toyota and Nissan may have the best opportunity to make a stronger showing in the truck marketplace. Much will hinge on whether pickup trucks for work and play are bought for their fuel economy or not.
Many truck experts and marketing chiefs don't believe it's as important as many other, more traditional truck-buying factors, but there's no denying that the V-6 segment is getting more momentum. And with more rumors swirling about small turbo-diesels making their way into midsize and full-size light-duty pickups, the issue is likely to get more attention as new trucks come to market.