Straightline

AutoObserver has an interesting article on the state-of-the-small-truck-market. As we all know, it's not good—but there are signs of hope, such as:

• Fuel prices are at all-time highs, and will likely get higher, thus making small trucks once again appealing.

• As full-size (1/2-ton) trucks keep getting bigger, the interest in small trucks gets stronger.

• People are beginning to realize that small trucks, as they have historically been presented, are not the answer.

I have stated many times that there is a market for a real "small work truck," that's 4x8-friendly, and that has a good payload. Part of the problem is that traditional (domestic!) truckmakers have always regarded small trucks more as an afterthought—because the real money to be made is in full-size trucks. Why would Ford, for example, offer—here in the USA—a small truck that would eat into F-Series sales? The answer is simple. They won't.

So, as has always been the case, we mostly likely will see this happen from some vehicle maker that does not offer a domestic-like full-size truck. I expect it most likely to happen from Honda, as they they have the resources to do, and I suspect the interest too. Plus, Honda has always followed their own path, and are not likely to just make "another truck" without having some very unique and smart features.

Now before you all start laughing here, and begin bad-mouthing Honda and their Ridgeline, remember the Ridgeline was never intended to be a full-fledge F-150-fighter. For it's intended market, which are all the Harry Homeowners out there who want a dual-purpose family and work vehicle, it's a very good product.

I see the Ridgeline as just Phase 1 of what Honda has in store. I expect the Gen-2 Ridgeline, which we should see in a few years, will address most of the complaints of the current model. But getting beyond the Ridgeline, if Honda should decide to address the needs of the contractor—meaning something with an 8' bed, I would expect something pretty unique and special; and certainly not business as usual.

I mention Honda here, only because they are the obvious choice to do so; but it could be any number of other vehicle makers that don't offer a traditional full-size truck. Suzuki? Subaru? Mazda? Hyundai? Kia? VW? Someone else?

What about Nissan or Toyota? Even though they offer domestic-like trucks, they're not fully established (or accepted) in that market? The Toyota A-BAT is interesting, and shows that they too are open to new ideas, and to new markets.

Whoever does it, think outside the box and forget what's been done before—that's very important! Make it small. Give it a standard small powerful diesel engine, or a hybrid. Make it 4x8-friendly. Give it a 2K payload—and then sit back and reap the rewards!

Small Trucks: Efforts to Resuscitate a Nearly-Dead Segment