QOTD: What Aren't You Getting?

Steph Willems
by Steph Willems

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]

Steph Willems
Steph Willems

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  • SSJeep SSJeep on Mar 12, 2020

    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!

    • Dan Dan on Mar 12, 2020

      "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

  • Cdotson Cdotson on Mar 17, 2020

    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.

  • Douglas I have a 2018 BMW 740e PHEV, and love it. It has a modest electric only range compared to newer PHEV's (about 18 miles), but that gets me to the office and back each day. It has a small gas tank to make room for the battery, so only holds about 11 gallons. I easily go 600 or more miles per tank. I love it, and being able to take long road trips without having to plug in (it just operates like a regular Hybrid if you never plug it in). It charges in 75 minutes in my garage from a Level 2 charger I bought on Amazon for $350. Had an electrician add a dryer outlet beside the breaker box. It's the best of both worlds and I would definitely want a PHEV for my next car. 104,000 miles and ZERO problems with the powertrain components (so far).
  • Panther Platform I had a 98 Lincoln Mark VIII so I have a soft spot for this. The Mark VIII styling was not appreciated by all.
  • Grant P Farrell Oh no the dealership kept the car for hours on two occasions before giving me a loaner for two months while they supposedly replaced the ECU. I hate cords so I've only connected it wirelessly. Next I'm gonna try using the usb-c in the center console and leaving the phone plugged in in there, not as convenient but it might lower my blood pressure.
  • Jeff Tiny electrical parts are ruining today's cars! What can they ...
  • CEastwood From zero there is nowhere to go but up . BYD isn't sold in the U.S. and most Teslas are ugly azz 90s looking plain jane drone mobiles . I've only seen one Rivian on the road and it 's not looking good for them . I live out in the sticks of NW NJ and EVs just aren't practical here , but the local drag strip thrives in the warmer months with most cars making the trip from New York .