David vs. Goliath
Armageddon for Full-Size Pickup Trucks
A battle of biblical proportions is brewing in full-size pickup trucks. After decades of tranquility ó with Chevy/GMC, Ford and Dodge sharing the profits from a 2-million-plus market ó forces are building to ravage the status quo. One decade ago Toyota served notice on the domestic brands by quietly slipping its 7/8s-scale T100 into the category.
|One decade ago Toyota served notice on the domestic brands by quietly slipping its 7/8s-scale T100 into the category. That truck evolved into the new-for-2000 Tundra, which adds a crew-cab version this fall, but Toyota must wait two more years for a third-generation design to stand fully toe-to-toe with the domestics in terms of exterior size, hauling capacity and breadth of offering.|
|The Titan Crew Cab will be one of two models offered by the end of the year.|
|Of course the incumbents donít intend to yield without a fight. Ford Motor Co., in current possession of a 38-percent market share, would love to elbow Titan onto the ropes. A new from road-to-roof F-150 lineup, bolstered by $1.8-billion of reengineering and facilities investment, arrives this summer with that task on its busy agenda. While Titan versus F-150 has certain parallels with the biblical David vs. Goliath, todayís fight is not with sticks or stones and thereís no chance of a first-round knockout. But studying the two new mega contenders is the best means of assessing the state of the pickup truck art.|
|The top-of-the line F-150 Lariat mates luxury car options with pickup truck ruggedness.|