As reported by Chris Woodyard, USA TODAY
It's no wonder a segment that was an afterthought awhile back now is in the spotlight.
Chrysler said its Ram Heavy Duty sales rose 13% in April compared with a year ago. Ford said it sold twice as many Super Duty pickups [in April] as it expected — and year-to-date sales through April were up 30% from a year ago.
Chrysler recently touted the role that its heavy-duty Ram played in improving its first-quarter finances. Ford Motor cited its new F-Series Super Duty pickup as a sales standout last month. And General Motors has high hopes for revised heavy-duty versions of its sibling 2011 Chevrolet Silverado HD and GMC Sierra HD due this summer.
The sales increases, in fact, are a good omen not just for automakers, but for the economy overall.
Heavy-duty, full-size pickups are typically bought by small businesses and individuals as working trucks. The sales strength is a sign that construction, farming and other key industries are rebounding strongly enough that people have enough confidence to invest in new vehicles.
The increased capability of the heavy-duties makes them more expensive than light-duty pickups — and more profitable for automakers. A new Ford F-150 light-duty pickup goes for as little as $21,820, but the brawny Super Duty starts at $28,020 before destination charges.
A common boast for the new heavies: More power plus improved fuel mileage from the big gas and diesel engines. GMC, for example, says the optional 6.6-liter turbo diesel in the Sierra HD will offer 397 hp, 30 hp more than Ford's rival Super Duty, along with 11% better fuel economy than the outgoing GMC model.
"It's a more competitive segment," says Mike Levine, editor of PickupTrucks.com. "It's about capability and who can tow and haul the most."
The rivalry, he says, also has held prices in check — for working buyers who eschew the luxury versions or a lot of features that run up the sticker price. For the most part, "You don't haul your ego with these trucks," Levine says.
But makers also know there's a market for upscale versions with the horse-ranch crowd and others. The Ford F-250 King Ranch, for instance, with such touches as power leather seats, is priced at $45,715.