#Pickups

While General Motors earned the right to resume production in Mexico on Thursday, parts procurement in the gradually reopening North American economy remains a serious roadblock.

U.S. plants came online May 18th following two months of pandemic-prompted downtime. Of topmost importance to all members of the Detroit Three are their hot-selling pickup lines, though UAW- and state-approved health protocol calls for a slow ramp-up, with all plants operating on reduced shifts. Parts supply will dictate those ramp-ups; in GM’s case, boosted pickup production in the Midwest will have to wait.

The first sneak peak at Ford’s next-generation F-150 was expected to occur at the newly temperate Detroit auto show in June; alas, the coronavirus pandemic put the kibosh on those plans (for both Ford and the show’s organizers).

With the show scuttled and production idled for a period of two months — Detroit Three automakers resume limited production on Monday — rumors naturally arose of a product timeline thrown into disarray. This week brought unofficial word that production of the 14th-generation pickup has been pushed back for a second time. Reacting quickly, Ford insists we’ll see new F-150s rolling into dealers before the end of the year.

Production at General Motors’ Mexican assembly plants could start up next week, following a go-ahead from the country’s leadership to resume factory activity. The faster GM’s able to come back online south of the Rio Grande, the better.

In an earnings briefing last week, GM, like its rival Fiat Chrysler, pointed to a declining inventory of lucrative pickups — a segment that proved extremely resilient over the past two months, even during the depths of the coronavirus lockdown. With U.S. plants resuming work on Monday, a concurrent Mexican restart is what the company needs.

While Ford plans to start limited production at its North American assembly plants on May 18th, returning workers won’t see a next-generation F-150 slide pass their stations for a number of months.

The redesigned full-sizer was to be one of the Blue Oval’s big 2020 reveals, joining the still-unseen Bronco in the spotlight, but the coronavirus pandemic made short work of product timelines. Already delayed once, the 2021 F-150 has reportedly moved further into the future.

The arrival of a reincarnated Ford Ranger in 2019, along with the debut of the Jeep Gladiator, caused midsize truck market share to climb to a 13-year high in America’s pickup category. In fact, over the span of six years, midsize trucks nearly doubled their share of America’s truck market.

The primary cause of those market share gains, the new Ranger, ended its abbreviated first sales year on the midsize podium roughly 33,000 sales back of the Chevrolet Colorado.

In the early days of 2020, however, the Ford Ranger is running nearly dead even with the Colorado. But no longer is the Ranger driving the midsize pickup truck market forward. The segment’s share of the truck market is backsliding.

The Detroit Three has something of a problem. Sales of their cash-cow, bread-and-butter full-size pickups hardly waned during the extended pandemic lockdown, and are, as of a week ago, selling just as they had before anyone heard of the coronavirus. And yet the plants tasked with building them still aren’t online.

Automakers that just months ago were concerned with higher-than-average inventory levels now have the opposite problem.

If full-size pickups were a human infected with coronavirus, friends and family would characterize it as a “fighter” in media interviews. It’s tough, they’d say ⁠— it’ll get through this alright.

And so it did, shaking off the pandemic-borne sales slump afflicting the U.S. auto industry and returning to almost normal, pre-virus levels last week. Compared to other segments, the pickup’s illness was a far milder case. Which isn’t to say other segments aren’t recovering. They are, just not as quickly as those much-loved trucks. And you have to wonder if certain segments will ever be the same again.

Interesting, segment-shunning product isn’t as commonplace as it once was, but some automakers are still willing to think outside the box. The two-box shape, that is. Hyundai’s one of them, as the automaker’s long-awaited Santa Cruz pickup is now greenlit and headed for production in Alabama in 2021.

More consumer-friendly than the concept vehicle released in 2015, the production Santa Cruz has already been spied undergoing testing while wearing frumpy camouflage. Now, it’s been seen in the buff.

Ford Performance has expanded its catalog, adding tunes for the Mustang and Ranger that should make mashing the right pedal a tad more exciting. While the pony car kit is basically an extension of the staged Power Packs already on sale, just for the 2018-2020 model years, the Ranger package is rather novel — as this is the first factory tune available for the model in North America.

It also happens to offer noteworthy performance gains.

With some analysts now estimating the coronavirus outbreak’s cost to the automotive industry at as much as $100 billion, there’s not much reason to hope for any vehicle segment to trend in any direction but downward. However, domestic pickup sales have surprised us.

Despite the industry taking it on the chin overall, domestic truck sales are actually improving in the United States — at least by the measure with which we gauge domestic sales performance. Seeing the writing on the wall last month, domestic nameplates began incentivizing product like wild. Apparently, bargains ride two-up with the lead horseman of Pestilence. That, in combination with southern states being slower to enact social distancing measures, helped prop up truck sales. While that may result in the region having a longer recovery, it seems to have padded the market’s fall ever so slightly.

General Motors’ revamped 2020 Chevrolet Silverado and GMC Sierra HD pickups are striking in appearance, but some buyers might be more enamored with the new 6.6-liter gas V8 under the hood. It’s a selling point, but it’s not something you want the truck showing off an inopportune times.

Like, say, when driving down the highway.

The possibility of unexpected underhood peep shows for the occupants of passing school buses are what prompted the National Highway Traffic Safety Administration to issue a recall.

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.

Animosity continues to linger from Ford’s decision to cull its low-priced passenger car models… perhaps even here at TTAC World Headquarters. Few would claim that the Ford EcoSport makes an attractive bottom rung on a product ladder that increasingly caters to the middle-class truck or SUV buyer.

That said, CEO Jim Hackett’s promise not to abandon low-end buyers seems to carry weight. Dealers have begun whispering about an upcoming product that should start just below $20,000, and comes with a bed.

Given the avalanche of new domestic pickups smothering the American marketplace over the past couple of years, you’d be forgiven for forgetting about the Toyota Tundra, last revamped during the latter part of the Bush administration.

And yet, after Ford comes out with a new F-150 later this year and Nissan gets its midsize offering in order, there’ll be a new full-sizer from Toyota.

File this tidbit under the “no shit” banner. Fiat Chrysler has been without a mainstream midsize pickup since the beginning of the previous decade, and the automaker’s dealer council is sick of waiting.

A our own Tim Cain told you recently, 2019 brought the public’s growing desire for midsize pickups into stark clarity. The segment’s hot and, with the addition of the Ford Ranger, growing. FCA dealers want a slice of that action.