By on March 12, 2020

No, this has nothing to do with the goings-on in your bedroom, but it does have everything to do with your garage.

To say the full-size pickup segment is a cash cow would be an understatement. Ultra-lux trims and specialty editions have led to obese ATPs and decadent margins, and few would disagree that we’re living in the golden age of the pickup. Still, not everyone’s getting what they really want — perhaps even you.

This question comes as Allpar releases details on the looming Ram 1500 TRX, a supercharged sport pickup that harkens back to the Dodge Ram SRT-10 of years past. Fiat Chrysler’s fever dreams spawned a concept model back in 2016. Sporting Hellcat power under hood and a beefed-up driveline, the loaded-up truck apparently doesn’t skimp on content.

It’s about time the Ford F-150 Raptor gained a challenger.

Throughout the segment, it seems choice has never been greater. However, economic realities and the prevailing consumer preferences of the day means less-popular build configurations are increasingly only greenlit if they’re high-end propositions. OEMs are eager to woo individualists if there’s big margins in the offing. Hence the Raptor and upcoming TRX.

Looking for a regular cab, manual-transmission full-sizer? You’re out of luck.

The rise of electrification also means truck makers must be seen “doing something” to remain competitive in the future marketplace; this has led to a hybrid F-150 arriving for 2021 and a fully electric model to follow. GM’s prepared to counter Ford’s EV threat. Great if you’re a truck lover with a healthy case of environmental guilt, but little to get excited about if you’re a staunch traditionalist. And that development cash needs to come from somewhere.

Looking around the full-size pickup landscape, what’s missing? You’re allowed to be selfish here. Make those pickup profits work for you.

[Image: Ford]

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52 Comments on “QOTD: What Aren’t You Getting?...”


  • avatar
    NoID

    Regular cab new Ram 1500. If you want a regular cab, you’re stuck with the Ram 1500 Classic.

  • avatar
    Jon

    A crew cab V8 with an manual transmission. Come on Ford! Be brave. Put that new 7-speed behind the 5.0L! Profit Shmofit!

    • 0 avatar
      sportyaccordy

      Should they do this to make you happy, or should would you actually buy a brand new one?

      • 0 avatar
        Jon

        Their motives for offering this combination is entirely up to them.

        I have no debt (mortgage included). But there are three vehicles that i would go into debt for.
        1. GMC 1500 Crew Cab 6.2L 4×4 manual trans with power windows and locks, cloth seats and a stereo with knobs and buttons (no touchscreen).
        2. GMC 2500 Crew Cab 6.6L gas 4×4 manual trans and the same options as the 1500 above.
        3. Ok, so the F150 would require more thought (and a test drive) before i switch brands; but Ford’s new 7 speed torque rating makes this combination possible.

  • avatar
    jack4x

    So many to choose from:

    -8 foot beds in 1/2 ton non regular cabs (except Ford, laudably)

    -A V8 Raptor

    -Availability of higher trims on non crew cabs

    -The option of full time AWD for poor conditions on-road, much more common these days than true off road use where a 2 speed transfer case is more useful.

    -Big block gas engines from GM and Ram

    -Rear seat entertainment for kids in crew cabs as is available in large SUVs and minivans

    -More options to remove chrome trim from grilles/wheels

    I’m sure I’ll think of a bunch more.

    • 0 avatar
      Sigivald

      Am I misreading the first line?

      Ford offers the F150 with an 8′ bed and the SuperCab – just not the SuperCrew.

    • 0 avatar
      IHateCars

      I’m thinking that Ford should bring back the Gen 1 Raptor, call it the “Raptor Classic” (a la Ram) and price it accordingly…..they would sell like hot cakes, I think. I’d love to replace my ‘12 Raptor SCrew with a new one but the prices are insane, they *start* at just under $80K for a new Raptor SCrew up here in Canuckistan. Plus, I just don’t dig the 3.5 TT/10 speed combo….it’s a rocket, but I’d be more than happy with the 6.2.

  • avatar
    retrocrank

    I want a three-on-the-tree C10 long bed. Or a 4-cylinder 4wd Scout.

    • 0 avatar
      Old_WRX

      A real pickup: inline six, four speed manual, vinyl bench seat, non-crewcab, AMFM radio, rattles, scratched and dented bed (that you just throw things in without having to put lace doilies under to protect the bed). This modern pickup craze has gotten really strange.

  • avatar
    87 Morgan

    Picture a 1986 Silverado, square body. Two tone blue and white, K series, so 4×4. Regular cab long bed with a sliding rear window, automatic, AC and perhaps some PW, but not a requirement. I have pretty much decided that in my case it will be cheaper to build my own truck than buy a new one.

    Still plenty of mid 80’s available, swap in a drivetrain from a junkyard donor buy a new bed if the old one is rotten. Have a competent body shop repair the rust on the corners of the cab, buy two new LS gas tanks (internal high volume pumps) and install while the bed is off. Dynamat the interior, install new carpet and find some comfy seats from a donor have them recovered and install. I could probably do this for 30k tops, perhaps a lot less.

    I think I am done buying new (from the factory) trucks.

    • 0 avatar
      Jon

      Last weekend was sad. I sold my 81 K30. 49695 originals miles.

      • 0 avatar
        87 Morgan

        Jon…but why? mostly sarcasm. I figure you had good reason, but that is a tough one to replace and will literally run forever if taken care of, or not I suppose. Their are literally millions of drivetrains that swap in. I digress, I feel your pain, I would be sad too.

        • 0 avatar
          Jon

          It was a southern AZ truck too! Hardly any rust on the rocker panels. I just finished building my house and needed the money to finish it. Priorities i suppose.

    • 0 avatar
      dal20402

      That sounds like an appealing truck. If I weren’t short on money, time, or space, I’d be inclined to do something similar with a GMT400, but with an LS powertrain from a GMT900 swapped in.

  • avatar
    Hummer

    Lots of things, the market today is sparsely covered unless your in the market for some variation of 4 cylinder minivan.

    Small/Full-size BOF SUVs with solid axles, this should frankly be two obvious segments, low priced truck based vehicles with V8s that the average person can buy for daily drivers, no nannies and no useless technology.

    Large( American Large) V8 family sedan sprung softly.

    • 0 avatar
      Sigivald

      None of those are “in the full-size truck market”, per the last sentence of the article.

      (And why would the average person want a cheap truck with a V8, specifically?

      “Average person” doesn’t care about a V8 or much about “a cheap truck” specifically, let alone for a DAILY, and with no “useless” [to YOU] technology.

      Average people like nav systems and bluetooth and “useless technology”.

      They don’t worship the V8 or The Cheap Barebones Short-Cab Truck.)

      • 0 avatar
        Hummer

        Average person” doesn’t care about a V8 or much about “a cheap truck” specifically, let alone for a DAILY, and with no “useless” [to YOU] technology.

        Why do you believe this? I’ve found the general populace gets very excited about a V8, much more than anyone gets excited about lane keep assist or pickup bed cameras.

  • avatar
    Art Vandelay

    Regular cab, short box F150 with buckets, the Raptor’s 3.5 TT, the Limited’s AWD, and Lightning badges.

  • avatar
    dont.fit.in.cars

    OEM 50 gallon gas tank.

  • avatar
    cprescott

    The problem with these Raptor imposters is that they are fake – the Raptor has special components that go beyond different shocks and an engine tweak. Right now there is no competitor that can do what the Raptor does offroad at the velocity it is designed to handle. I am no Ford fanboi – the facts are the facts and there just is no competitor that is serious.

    • 0 avatar
      MrIcky

      I don’t think there are any Raptor imposters yet. The AT4 and Rebel have been competitive with the FX4. The Power Wagon is it’s own thing and it doesn’t really have any direct competitors (and no, after seeing how it’s set up- a Tremor isn’t a competitor- it’s an fx4 with a lift kit). The TRX appears to be the first real stab at a Raptor competitor.

    • 0 avatar
      dont.fit.in.cars

      “I am no Ford fanboi”

      Nor am I. One of my customers has a Raptor and 150 acres and reports, Absolutely crushes driving the back forty. His GM would roll along at 10-15 mph, Raptor sails at 35-40.

    • 0 avatar
      dont.fit.in.cars

      “I am no Ford fanboi”

      Nor am I. One of my customers has a Raptor and 150 acres and reports, Absolutely crushes driving the back forty. His GM would roll along at 10-15 mph, Raptor sails at 35-40.

  • avatar
    ToolGuy

    Hypothesis: The current U.S. fullsize pickup market is set up to offer the illusion of choice, while offering not much actual choice.

    (Perhaps not even as much choice as was available in the past. For example, can I currently purchase a stepside/flareside/sportside bed?)

    (And certainly not as much choice as could be offered. But see below and watch the conformists howl.)

    [Follow-up behavioral hypothesis: The manufacturers get away with this because they lead their “joiner” customers around by the proverbial nose.]

    • 0 avatar
      Hummer

      Oh absolutely, choices have been severely culled in the full-size truck market. Or if they do offer a “choice” it’s stacked behind $20,000 of “upgrades” see GM 6.2L.

    • 0 avatar
      jack4x

      It only depends on what you compare to, and what you call choice.

      It’s trivial to build a truck from any of the Big 3 with 10-15 line item options on the sticker. That isn’t possible in any other class of vehicle or from any other manufacturer.

      Was there more choice in the past? Yeah probably. But that was true of all vehicles, not just trucks.

      I too wish more choice were available. But compared to sedans and crossovers where your options are “2.0T with trim package A” or “2.0T with slightly better trim package B”, I’d say truck buyers still have it pretty good.

    • 0 avatar
      MrIcky

      It depends on what you mean by choices. Body styles have been reduced, but the amount of differentiation in the interior has been increased. 20 years ago the top of the line vs bottom of the line interior was basically leather seats, a cd player and 2 extra speakers + electronic windows.

      And really for trucks, step sides are useless, manuals are less capable (that’s coming from a guy who owned a manual diesel until 2 months ago), and the ‘choice’ of a regular cab was mostly eliminated by a lack of interest. It’s not hard to get a regular cab 2500 though if you really have your heart set on one. So why would a manufacturer spend a lot of time and effort making the equivalent of the brown station wagon for some internet kooks who rarely actually buy what they lament about anyway.

      The trick of saying anyone who disagrees with you is a conformist is cute though.

      • 0 avatar
        ToolGuy

        Disagree with me all you like, that doesn’t make you a conformist. The “conformists” are the ones who will reflexively jump up on the soapbox to defend the manufacturers who reduce meaningful choice.

        Agreed that there are numerous interior choices now (if “choice of finish” qualifies as a choice), but that has little to do with the function of a truck, as a truck. Hence the “illusion of choice” wording.

        I never liked stepsides, but some people do. I never cared for two-tone, but some people loved it.

        It’s a hypothesis – subject to testing and rejection. (Anyone can form one.)

  • avatar
    gtem

    With all these features being lavished on fullsize truck beds (steps, newfangled tailgates, etc) I’d love to see someone come out with HVAC vents brought out to the bed so that those of us that travel/camp with dogs or other temperature sensitive cargo could throw a cap on there and have it climate controlled. Maybe offer their own factory cap that integrated some overhead air vents or whatever.

    Basically what I’m after is a robust and simple SUV that retains the solid rear axle and optional locking rear diffs that half ton trucks offer, without the cost and frippery of a modern Expedition/Tahoe/etc.

  • avatar
    JMII

    I want a sporty mid-size truck, good power and plenty of torque, likely accomplished with a supercharged V6. Things I don’t need or want: too high to reach into the bed, fancy leather interior, 4WD. Biggest requirement: must fit into my garage, so no full sizer for me. Most of the trucks on the market today are complete overkill in terms of size, options and cost.

    I really just need a more fuel efficient, modern, comfortable version of my current V8 Dakota. Both the Ranger and the GM twins look like they have a lift kit on them! I don’t need all that ground clearance, the most off road I get is a gravel parking lot.

  • avatar
    thegamper

    Reasonable size. Headlights that dont blind everyone that isnt driving a pickup. Fuel economy, not the published EPA stuff or pie in the sky onboard readings, but the real observed fuel economy. I see so many people driving pickups that can barely see over the wheel. I’m sure not every little guy or woman wants a massive land barge….although probably a lot of “little” guys do. Why not bring back the El Camino/Ute style pickup for everyone that wants a bed out back but doesnt want the clownish proportions that has become the scourge of American roads.

    • 0 avatar
      redapple

      GAMPER
      Yes. Reasonable size. The current 5/4 ths size PIG UP trucks are flat out silly. The little guys dont even park within the parking spaces. But they are a MAN because my F 250 is friggin massive !!!!

      Yeah MEEEEEEEEE !!!

  • avatar
    BobNelson

    Buying a car is an irrational act. That’s why there are a zillion different models on the market, rather than a limited number of “rational” choices.

    Buying a truck is even more irrational. It’s noisy, clumsy, and guzzles gas. Its seating is awful, compared to its footprint. Half the pickups here in Yuma AZ have pristine loadbeds, while Hertz’s renters go begging.

    But… so what? I’m annoyed at having my taxes go to subsidize both Big Oil and the truck manufacturers – without the subsidies, fuel would be $10, and the truck would cost $10 000 more. But hey! That’s a whole other debate.

    There are a zillion models on the market because people like choice. Choice is good!

  • avatar
    dal20402

    A pickup that fits in my driveway or in the parking lane next to my house.

    New full-sizers are amazing products, if you never park anywhere but your house on 5 acres and Wal-Mart. New mid-sizers are a few inches narrower, which is helpful, but still elephantine.

    I just want something the size of the 1993 Toyota Truck we saw in a BDB a couple of days ago.

    • 0 avatar
      Hummer

      I would take a Marty McFly toyota, also the 2 door Bronco with a slightly extended bed would be cool.

      • 0 avatar
        dal20402

        Very curious about the dimensions of the two-door Bronco. The two-door Wrangler’s exterior dimensions are terrific for cities but the interior is unusably cramped. I hope the Bronco has just enough extra length to make the back seat usable.

        • 0 avatar
          Hummer

          I’m wondering the same thing you are, similar footprint to the Wrangler but with a more usable interior dimension would be perfect. It would be the most modern interpretation of my Scout II yet. If Ford pulls this off it could be huge.

  • avatar
    MiataReallyIsTheAnswer

    QUOTE: “Looking for a regular cab, manual-transmission full-sizer? You’re out of luck”

    Already have one, and it’s not the all-enthralling drive some might think it is.

  • avatar
    Sigivald

    “Looking for a regular cab, manual-transmission full-sizer? You’re out of luck”

    The ten people who actually want that are the real losers, yes.

    The fleet truck dealer near me will sell you a short-cab F150 *right now*, for $26,672 (n/i of conditional bonus cash) – and they have a total of eight short-cab F150s waiting on the lot right now.

    It has the 6 speed auto. It’s fine.

  • avatar
    Vulpine

    No interest in Road Whales™; I prefer a true compact while the current round of mid-sizers replace the idea of “full-sized” that come far closer to Class 4 and up than Class 1s, 2s and 3s. Let the compacts run between 125-200 horses and they’ll be more than enough truck for most buyers.

  • avatar
    IBx1

    Any manual in anything.

  • avatar
    MoparRocker74

    My ideal would be the Jeep J6 concept nearly as it sits. Needs the 345 Hemi and manual or no sale.

  • avatar
    SSJeep

    Hmmmmm –

    A mid-size pickup like the Ranger that has actual space. Take the design, stretch it out 1 foot, add 6 inches to the cab and 6 inches to the bed. Oh, and a bench seat. There is no good reason for a center console on midsize trucks.

    A full size pickup that offers safety tech like distance pacing cruise, LDW and AEB on all models (besides the Tundra which already does) without charging $25k in extra features and a “platinum package” just to get modern safety tech.

    A full size truck that has some nice features like safety tech, leather and climate control, but still keeps a front bench seat instead of the current crop of oversize, underutilized and ridiculous center consoles. Bench seats ROCK!

    • 0 avatar
      Dan

      “A mid-size pickup like the Ranger that has actual space. Take the design, stretch it out 1 foot, add 6 inches to the cab and 6 inches to the bed. Oh, and a bench seat. There is no good reason for a center console on midsize trucks.”

      IME 95% of the headache of a fullsize is the length, mostly the huge turning radius. A Ranger plus another foot would be so close to a F-150 in that regard so as to make no difference. Going the other direction ala Ridgeline with full width interior space but a reasonable OAL is much more usable.

      Agree with you 1000% that center consoles suck and doubly so in everything <80" wide.

  • avatar
    cdotson

    An OEM pickup with three rows of seats a-la MegaX2 with 2500+ payload rating. Length? Who cares. Turning radius? There’s some impressive aftermarket four wheel steering in development and medium-duty front axles have greater than 50 degree steering angles.

    Families that have homeschooled since long before the China Virus scare of the current year tend to have larger families which require larger campers when they socially distance further off the beaten path.

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