Have We Reached "Peak Truck"?
Hey there, it's podcast time!
This week, we speak with Brian Gordon from the Dave Cantin Group about whether the market has hit "peak truck" or not. Are buyers shifting to crossovers and back to sedans -- and if so, why?
TTAC contributor Matthew Guy and I also discuss oil-filter wrenches, and yours truly rants about dirty racing in NASCAR -- specifically, what happened in last week's Xfinity race at Martinsville.
You can find us wherever you get your podcasts or by clicking here. Be sure to leave a review!
We thank Brian and Matthew Guy for their time, and Matt Posky for editing. Most of all, we thank you for listening!
[Image: Ford/VerticalScope/TTAC.com]
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Tim Healey grew up around the auto-parts business and has always had a love for cars — his parents joke his first word was “‘Vette”. Despite this, he wanted to pursue a career in sports writing but he ended up falling semi-accidentally into the automotive-journalism industry, first at Consumer Guide Automotive and later at Web2Carz.com. He also worked as an industry analyst at Mintel Group and freelanced for About.com, CarFax, Vehix.com, High Gear Media, Torque News, FutureCar.com, Cars.com, among others, and of course Vertical Scope sites such as AutoGuide.com, Off-Road.com, and HybridCars.com. He’s an urbanite and as such, doesn’t need a daily driver, but if he had one, it would be compact, sporty, and have a manual transmission.
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People are refusing to pay damn near six figures for a truck. Unless the prices come back down to earth, I can see sales taking a tumble. Some people are doing what I did: buy a used truck for when I need to do truck things, and a used sedan for daily driving. Some will say that this approach is too costly, but my two vehicles combined cost less than $50k. Time for people to stop looking exclusively at new vehicles and instead, let their less financially savvy neighbors eat the depreciation.
Peak truck will remain until automakers start building again the vehicle peak truck replaced: the full size, 4 door family sedan with a large rear seat and ample headroom - the main feature of the crew cab pickup - plus a big trunk. I have seen more than a few crew cab pickups with electric rolling covers on the bed, duplicating a locked trunk.