Toyota Predicts U.S. Pickup Market Will Tank by 32.2% in '08

toyota predicts u s pickup market will tank by 32 2 in 08

Automotive News [AN, sub] brings news from the Traverse City auto-exec seminary. Only their headline news is not the real news. AN proclaims "Toyota exec says pickup market will recover." And indeed Robert Carter does just that, in a distinctly vague, Detroit-like way. "We are absolutely confident that the recovery will take place," the GM of ToMoCo USA says, confidently. "It's just arguable when." But the real money shot (or, in this case, not) arrives in Carter's set-up. Before pushing Pollyanna on stage, Carter said he "expects full-size pickup truck sales to total 1.45 million in 2008 — a significant drop from last year's sales of 2.14 million units." Significant is just a word (as is "word"). As for that eventual, arguably-timed pickup pickup, Carter's "not sure what will happen to what he calls the 'recreational user' of pickup trucks — the weekend warrior who uses his pickup to tow a boat or pickup a grill at Home Depot." Uh, if that "non-core" but still sizable demographic doesn't return, what kind of recovery is he talking about? Semi, demi or quasi? Make mine non-fat.

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  • JK43123 JK43123 on Aug 14, 2008
    Is anyone really selling new pickups for $15? Around Columbus I have seen $11-13 prices advertised. John

  • Monkeyboy Monkeyboy on Aug 14, 2008

    Not all manufacturers will fall badly. The larger daily construction trucks are largely leased and will need to be replaced. Not real trucks. Just Toyotas and Nissans....

  • SunnyvaleCA SunnyvaleCA on Aug 14, 2008

    There are areas of current commercial use where pickups are unnecessary. The local Dominos Pizza, for example, uses pickup trucks by the pizzas go in the passenger seat--any 2-seat small car would work just fine. There are areas of current commercial use where such large and capable pickups are unnecessary. Not everyone needs 200+ horsepower, 8 inches of ground clearance, and a vehicle weighing more than 4000 pounds.

  • Monkeyboy Monkeyboy on Aug 14, 2008

    Um, there's a reason they use small trucks instead of cars. They can't carry unauthorized passengers when they're carrying pizzas? Some drivers double as cabbies if they drove cars... And they have frames and are much more durable.