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The US Pickup Truck Market

Discussion in 'Mopar News' started by valiant67, Feb 20, 2020.

  1. aldo90731

    Staff Member Level III Supporter

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    I think the question should be if one brand can sustain both, midsize and full-size pickups sold side-by-side.

    Toyota has made a convincing case for the successful, profitable midsize pickup with Tacoma, but that has come at the expense of Tundra sales. Nissan is somewhat on a similar boat. The Big 3 are on the opposite camp: the success of their full-size pickup sales puts constant pressure on their midsize pickups.

    Jeep may be safe with Gladiator given that it doesn’t have a full-size pickup. But that also means Ram needs to proceed smartly if it decides to relaunch Dakota.
     
    hotmach and kevin m. Henry like this.
  2. CherokeeVision

    CherokeeVision Well-Known Member

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    One thing I have never seen adequately explained.
    1. Automakers are able to build small, mid and large cars with a range of prices.
    2. Automakers are able to build small, mid and large CUVs with a range of prices.
    3. Automakers can't build a mid size pickup without the price being that of a full size pickup.

    I guess my brain is too logical to understand that kind of fuzzy math.
     
  3. Doug D

    Doug D Virginia Gentleman

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    I believe the Dakota did fine until the last generation. At that point it was nearly the size of a full size Ram - about 7/8's maybe(?). And the price at that point, though still lower, was only $2,000 or so less than a comparable Ram after Ram incentives. There were not many incentives for the Dakota. Then add the fact the Dakota fuel mileage wasn't that much better and the Hemi was not available in the Dakota. When I bought my Ram in '06 there was $5500 in rebates for the Ram (or if you qualified 0% financing) and hardly anything for the Dakota.
     
  4. valiant67

    valiant67 ...

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    The last Dakota came in the time frame where large discounts on large trucks became common as all three manufacturers were trying to buy market share.
     
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  5. Dave Z

    Dave Z It's me, Dave
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    They also gave up the unique platform and lost its weight advantage!
     
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  6. Clark

    Clark Member

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  7. valiant67

    valiant67 ...

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    I was and am a Dakota fan. I’ve had gen 1, gen 1.5, gen 2 and gen 3. That being said, Jeep Gladiator price has become a lot more reasonable and I went for that. Would I go back to Dakota if one was offered? I don’t know.
     
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  8. hotmach

    hotmach Not an insider !

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    Design is very subjective. However i'll suggest the last Dakota design was not ideal. A lot of great points on Dakotas failures have been stated, lets not under value the weight of its looks.
     
  9. Dave Z

    Dave Z It's me, Dave
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    I don't think anyone liked the final-gen Dakota look.
     
  10. aldo90731

    Staff Member Level III Supporter

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    When we launched the Dakota-based Mitsubishi Raider pickup in 2006, the Dodge people in attendance looked at the interior and said “this is what our truck should be like.”

    The Raider interior wasn’t particularly pretty, but at least it was much more nicely accented than the drab, cheap, plasticky Dodge Dakota interior.
     
  11. Zagnut27

    Zagnut27 Jeepaholic

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    Am I reading that right, did you get a Gladiator? When did I miss that?
     
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  12. valiant67

    valiant67 ...

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    I never posted the story yet. Dealer called and said they got a sweet Wrangler on trade, 2017 Winter Edition in Rhino with 17k miles - a color I always lived and it was well equipped. Deal was to trade Grand Cherokee and 2013 Wrangler. They mentioned the 2017 Wrangler and an F150 were traded on a Gladiator. Which led to a discussion of what they had in stock. So I found a Gladiator Sport S with a decent discount in Gator and also traded the Ram. So a three for two deal.

    9AF145AF-1389-4213-8E40-2756058951A5.jpeg 7E56A215-7C71-407E-8A66-95DF30242234.jpeg
     
    #152 valiant67, May 23, 2020
    Last edited: May 24, 2020
  13. valiant67

    valiant67 ...

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    And the original Gladiator wheels were upgraded to BFG KM2s on JK Rubicon wheels. The Wrangler came with BFG KO2s.
     
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  14. Zagnut27

    Zagnut27 Jeepaholic

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    Oh wow, that’s awesome! Congrats! I’m very jealous right now. :D
     
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  15. danbek

    danbek Well-Known Member

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    Very cool, I really hope you enjoy..........sincerely
     
  16. valiant67

    valiant67 ...

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    I grew to tolerate the 2008+ restyle, maybe call it gen 3.5? Plus the revised 4.7 made it a very powerful truck. The interchange design still needed work.
     
  17. aldo90731

    Staff Member Level III Supporter

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    You want your A3 highjacked; Mark gets a Gladiator.

    Admit it, your stars are aligning. I can even feel the gravitational pull from here...!
     
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  18. Zagnut27

    Zagnut27 Jeepaholic

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    I absolutely want one. But that Audi set us back a bit. Almost $3k in repairs, and $21k or so to pay it off in the past year. We want to recoup our savings a bit before taking on another car payment. Plus we’ll be without the kids childcare expenses in the fall too when they start kindergarten. That’s over $2k/month we’ll be saving. It’ll be closer to tax refund time too. We’ll be looking at 3-row family cars then, but the sooner we do that, the sooner we pay it off, and the sooner I can get my truck. Just gotta stick to the plan.

    I was surprised to see how low the bluebook value is for the A3. My SIL got rooked when she bought it (inflated purchase price, inflated interest, inflated term)...then we took it over for her. Long story, hopefully soon forgotten.
     
  19. valiant67

    valiant67 ...

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    “Euro splash guards” gone.
    3E596BD4-E50C-47AE-86F2-DB8A2FA25133.jpeg
     
  20. AmbassadorSST

    AmbassadorSST Active Member

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    It had a pig face.
    2006_dodge_dakota-pic-27677-1600x1200.jpeg
    The late in the model run restyling was a lot nicer looking but a little too late in the game to save the Dakota.
    2008_Dodge_Dakota.jpg
     
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