After some very tough years, automakers and industry experts believe a revival for full-size pickups is just around the corner.
The North American International Auto Show has never been known as a "trucky" show, a distinction that usually goes to the Chicago Auto Show. But this year, full-size pickups will be in the spotlight at the Detroit event.
The 2013 Ram 1500, already in dealer showrooms, will be on the floor.
And there's been widespread speculation among automakers, industry analysts and journalists that Ford Motor Co. will try to steal some of GM's thunder with a sneak peak of the next-generation Ford F-150 ? the best-selling vehicle, car or truck, in the U.S. for 31 years. Ford remains mum about its plans to reveal the truck, which isn't due on dealer lots for nearly two years.
Mark Reuss, president of GM's U.S. operations, emphasized the importance of the new Silverado and Sierra during a recent preview for automotive journalists. "There is nothing more core to our business than trucks," he said. "And we think we're timing this very well."
The outgoing Silverado and Sierra are among the oldest models in GM's lineup. That forced the Detroit-based automaker to sharply increase incentives last month in order to clear inventory as it struggled against the ever-popular Ford F-Series and Chrysler Group's newly redesigned 2013 Ram 1500.
Automakers are hoping for better days ahead for their full-size pickups, after some painful sales years.
Few segments of the market were as badly hammered by the recent recession as full-size pickups. Not only were contractors and other professional users forced to rein in spending, but the urban cowboys who had buoyed the pickup market in the 1980s and '90s had largely moved on.
Sales in the segment peaked at 2.46 million in 2005, accounting for 14.5 percent of the total U.S. new vehicle market. By last year, they accounted for only 11.3 percent of the market, according to AutoData Corp. data. But after hitting a low of 1.12 million full-size pickups sold in 2009, sales numbers have seen a modest rebound: 1.64 million were sold last year.
"There are finally some signs of life," says Joe Phillippi, automotive analyst with New Jersey-based AutoTrends Consulting.
While few expect to see the personal-use market regain much momentum, Phillippi and other analysts believe there's a significant amount of pent-up demand among traditional contractors, fleets and other work truck customers. They expect particularly strong sales on the East Coast as the region continues the massive job of rebuilding after Superstorm Sandy.
That could boost sales sharply in the near future. Analysts anticipate the full-size segment's share could surge to 13 percent or more in the next year or two.
"The market is getting stronger," said GM's Reuss, but "it is very, very competitive."
Despite bold pronouncements, Toyota and Nissan have largely failed to make inroads with their Tundra and Titan models. But they are adding to pressure on their domestic rivals. "Everyone's been discounting," said analyst Jim Hall, of Birmingham's 2953 Analytics. "Trucks are always going to have some discount on them, considering the market is so competitive."
But while incentives can help move metal, cash alone isn't enough.
These days, fuel economy has become as important as cargo and payload capacity for buyers of full-size trucks. Many who once might have sneered at anything smaller than a V-8 have changed their tunes.
Last year, V-6s were chosen by about half of all Ford F-Series buyers, though it helped that the EcoBoost version could match the hauling power of the F-150's biggest eight.
GM claims the new Silverado and Sierra remakes will offer significant improvements in mileage by adopting such advanced powertrain technologies as direct injection and cylinder deactivation. Specific fuel economy numbers have yet to be released.
The good news for buyers is competition will likely remain intense, forcing makers to continue upgrading their products even while offering hefty incentives.
Source: http://www.detroitnews.com/article/20130111/AUTO04/301110331/1148/rss25
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