U.S. Midsize Truck Sales Jumped 48% In April 2015 – Colorado/Canyon At 30% Market Share

Actually large volume usually means large profits. For GM, Ford and Chrysler, FS pickups, without a doubt. They're only the top 3 most profitable cars in the world. This we do know. NO we don't know that the Tundra and Tacoma are anywhere near profitable just because you think so. Toyota doesn't discount their trucks much at all, but that would indicate they really can't afford to, as profits are too thin if at all. An OEM can limit incentives simply by limiting (already limited) production. Technically an OEM has to buy back overstock that doesn't sell. It's cheaper to stack enough money on the hood, than ship it back. Yes Toyota is more successful an OEM than any of the Detroit Big 3 will ever be, but at the same time, Toyota can certainly afford to sell pickups at a huge loss if they choose to.

"Why do you think Fiat Chrysler made an electric Fiat 500 which they are not that anxious to sell at a loss." They make them because they have to, not because of "fleet averages". One US state specifically requires any brand who wants to sell in that state MUST sell at least 10% Zero Emissions Vehicles or buy'ZEV Credits' to remain in the state; this is why nearly every manufacturer now offers at least one battery electric car which is only available in that state and one other. However, that ZEV policy has been adopted by nine other states, meaning those OEMs need to figure out very quickly how to make those BEVs profitable, and their current minimalist attempts simply cannot scale as Fiat specifically claims they lose $10K per vehicle despite selling them for $10K above their ICE sisters. Right now the only brand that is making an individual profit on a per-vehicle basis is Tesla (though there's a whole 'nother argument about Tesla's profits or lack thereof). No, light truck SALES or not affected by the fleet MPG average. Light truck SALES are affected by necessity for the hauling capacity and desire for something big and comfortable. This also means that as the truck fleet grows, the "fleet wide" economy falls. In fact, as I remember in the latest CAFE rulings, trucks have now been singled out as having a separate fleet requirement due to all the real economy work having been put into the cars where aerodynamics especially is far easier to implement. To be quite blunt, I expect to see those huge grills and flat faces on pickups morph into somewhat softer, more rounded shapes with some very exotic-looking bubbles and blisters where wind-grabbing slabs and planks currently exist. I do expect certain policies will be forced to change to permit cameras in place of mirrors on the exterior of the truck--with fighter-jet style interior mirrors as non-electric backups; those big truck mirrors generate a surprising amount of drag compared to their automotive cousins.