GM’s Mark Reuss sees plenty of room for variety in U.S. pickup market

Article by Christian A., on October 21, 2011

In the past decade, the U.S. market for small and mid-sized pickups dropped as full-sized pickups became more fuel-efficient and less expensive. But despite this trend, General Motors chose to continue to offer smaller pickups in the U.S. with a redesigned Chevrolet Colorado. Notably, many of its rivals in this segment have already left.

Mark Reuss, GM's president of North America, believes that the pickup segment has a sufficient bandwidth and that full-sized pickups can serve various functions to different people. He pointed out that a full-sized pickup has nearly the same price as a smaller, less-capable truck.

For instance, a fully loaded regular-cab Chevy Colorado has a price tag of almost $22,000. This is almost the same price as a base model Chevy Silverado 1500 full-sized truck. About 1.1 million small pickups were sold in the U.S. in 2000. This made up 6.1% of all light-vehicle sales. Last year, only 265,278 units were sold, covering 2.3% of the market.

When interviewed last week, Reuss said that there will be a “micro-segmentation of what the bandwidth is of a pickup truck,” adding that this is a big opportunity. He explained that many people continue to make a living driving these trucks.

He said that the Colorado offers a fuel economy and a duty cycle that can’t be achieved on a bigger pickup truck. Last April, Reuss had said that Holden's Commodore Ute, a car-based pickup, may still be offered in the U.S. He believes that the versatile Ute will do well in the U.S. as fuel-economy regulations get stricter.

Topics: gm, pickup truck

If you liked the article, share on:

Comments

Recommended

A few months ago, Mercedes-Benz promised that they will be treating everyone to a “big surprise” during the Monterey Car Week. And true enough, many of us were stunned as...
by - August 19, 2017
McLaren has already shown some interest in electrifying their models. And initially, we thought that they will just use hybrid systems to use across their current lineup. Nevertheless, we have...
by - August 19, 2017
Fifty years after its glorious victory at the 24 Hours of Le Mans, Ford launches the 2018 Ford GT ’67 Heritage Edition at the 2017 Monterey Car Week. The red...
by - August 18, 2017
Hyundai has recently unveiled an unnamed pre-production model of its new fuel cell SUV. We don’t know what to call this model just yet, but sources say that this model...
by - August 18, 2017
This weekend at the 2017 Pebble Beach Concours d’Elegance, the BMW Z4 Concept will make its first public appearance. The good news is that we will finally have a real...
by - August 18, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries