Yesterday I told a story about a colleague of mine who was lookin’ for love in all the large places. Because this is TTAC, the conversation in the comments quickly turned to the traction merits of various drivetrain systems. You crazy kids. I bet that when most of you think about Fast Times At Ridgemont High, your minds immediately go to the one scene where we get a good look at the voluptuous curves of … Judge Reinhold’s 1960 LeSabre.
We’ve had a lot of conversations about trucks lately, whether it’s a Nissan Frontier, a Toyota Tacoma, or a Honda Ridgeline. You could say that we’re in some kind of trucking phase, and that it might be a while before we get the truck out of here.
So, what the truck do you want?
There’s just something about a diesel pickup truck that makes grown men regress into Tonka-loving children. Even my Prius-driving environmentalist friends in Berkeley admit they secretly want a diesel pickup. The problem of course is that diesel pickups are expensive (the cheapest diesel Ram 2500 is $36,975 and it doesn’t have an automatic transmission, the cheapest oil-burning F-250 is $38,250) and, for the majority of us, the high payload and towing capacities are overkill. While economical in a specific sense, the large diesel trucks aren’t “fuel-efficient” either. Until now. Mark your calendars folks, The 2014 Ram 1500 Eco Diesel is the half-ton truck in America sporting a small diesel engine.
I’ve never cared for the phrase “as American as apple pie” as apple pie is far from an American invention. Instead, we should say as “American as the pickup truck.” In 1925 Ford crafted the “Ford Model T Runabout with Pickup Body” and America’s love affair began. The Chevrolet Silverado, and its mechanical twin the GMC Sierra, may not be the best-selling vehicle in America (that award goes to the aging Ford F-150) but the Chevy alone has outsold the Toyota Camry by 55,000 units this year. Toss in the Sierra and there are more GM trucks sold on our shores in a year than all the Volkswagen, Audi and Porsche products put together. The high sales number and high profit margins explain the intense Ford vs Chevy vs RAM rivalry. With a new RAM in 2013 and a light refresh only a year later, GM is firing back with an all-new Silverado and Sierra. Does Chevy’s new half-ton have what it takes to be king of the hill?