Wanting IT ALL: Consumer demand has reinvented the pickup

Journal of Business, Apr 22, 2004 by Stewart, Marc

In the good ole' days, pickup trucks were designed to haul and pull stuff from Point A to Point B, with no frills and only enough room for two or three passengers. Fuel economy, passenger comfort, and handling were after-thoughts.

These days, consumers demand more fro trucks, and automakers have responded, auto dealers here say.

People who buy pickup trucks today want it all: a powerful engine, great fuel economy, large towing capacity, a smooth ride, and room for the whole family.

"Trucks have to be able to do a lot of different things now," says Bill Duvall, sales manager at Knudtsen Chevrolet Co., in Post Falls. "They have to be able to do more than drive back and forth. People want to be able to tow stuff and take the whole family on vacation. Before, it didn't seem to matter."

Demand also is trending toward bigger trucks, especially ones that have all the bells and whistles, even power moon roofs and heated leather seats, dealers here say.

"Everybody complains about the price," says Norm Mossoni, Empire Ford Inc.'s fleet sales manager. "But our most popular truck, the Lariat, is very expensive. They want the creature comforts. They want to be a little different. There is still that one-upmanship with truck owners. They want to have a bigger and better truck than the other guy."

Meanwhile, concerns over rising fuel costs have resulted in consumers buying more pickups equipped with diesel engines, which get better gas mileage than their gasoline counterparts, say dealers.

Also, many truck models now are designed to accommodate up to six people, and to make it easy for passengers to enter or exit the vehicle. Some have gone to four independent doors, rather than having rear doors that open only when the front doors are open.

Women used to take a backseat when it came to pickup design. Now, many manufactures offer adjustable accelerator and brake pedals for shorter drivers. Bill Mallory, GMC sales manager at Robideaux Motors Co., of Coeur d'Alene, says GMC started adding adjustable gas and brake pedals in its trucks in the 2003 model year. The pedals can be adjusted up to four inches closer to the driver.

"It's for the gals," says Mallory. "It has put a lot of gals back into trucks. They used to be too close to the steering wheel, or they couldn't reach the pedals at all."

Virtually all of the truck makers offer two- or four-wheel drive on their various models, though dealers here say customers prefer four-wheel drive because of Northwest winters.

Designs on comfort

Ford, the perennial leader in truck sales, has revamped its F-150 for the 2004 model year to make the mid-sized truck bigger, more powerful, and more comfortable than the previous model, says Andy Keys, general manager of Wendle Motors Inc. of Spokane.

One new feature on the F-150 is what's called tailgate assist, which enables a person to open or close the tailgate with only one finger by applying gentle pressure to it.

Keys says Ford also has redesigned the suspension and interior of its F-150 to reduce engine noise and vibration.

"The interiors look like they came out of a European car," says Keys.

The F-150, which is available in six trim lines, has two engine choices: a 5.3-liter, 300-horse, V-8 engine, or a 4.6-liter V-8. The typical F-150 is priced at between $22,000 and $36,000.

In addition to the half-ton F-150, Ford makes a three-quarter ton F-250 and a oneton F-350.

The heavier-duty models come in multiple trim lines and are available with a variety of engines, ranging from a 4.6-liter V-8 to a 6.8-liter V-10 to a 6.0-liter, V-8 turbo diesel. The F-350 with a turbo diesel can pull a trailer weighing up to 13,000 pounds, or roughly the weight of a full grown male African elephant.

The F-250 ranges in price from $23,000 to $38,000. The F-350 is priced at between $27,000 and $38,000. Keys says the F-250 and F-350 will undergo redesigns in the near future.

Ford's light truck, the Ranger, comes in six trim lines and is available with a variety of engines. Overall the Ranger is priced at between $9,000 and $25,000, Keys says the Ranger XLT super cab, priced between $22,000 and $25,000, is the most popular version sold at Wendle Ford. He says the Ranger will undergo minor upgrades for the 2005 model year.

Silverado sales rock solid

Chevrolet's three-quarter ton Silverado 2500 is the most popular Chevy fullsize truck, it sells says Duvall. Like Ford, Chevy also makes a half-ton and one-ton pickup, called the Silverado 1500 and the 3500, respectively. Silverado trucks generally are priced at between $22,000 and $40,000.

"We sell about 50 Silverados a month," says Duvall.

The Silverado comes in multiple trim packages with a variety of engines, ranging from a 5.3-liter, 285-horse, V-8 to a 6.6-liter, 300-horse, turbo diesel. The Silverado 2500 can tow a trailer weighing up 15,000 pounds, says Duvall.

Duvall says customers are concerned about fuel economy and often decide to buy the diesel engine option.

"The 2500s with diesel engines are very popular," says Duvall. "I can't keep them in stock."