All three of its top players -- Ford Motor Co., General Motors Co. and Chrysler Group LLC -- have unveiled what their next steps will be in the extremely loyal full-size pickup truck segment, which represented 12 percent -- about 1.74 million vehicles -- of the 14.5 million cars and trucks sold in 2012.
DETROIT, MI- The U.S. pickup truck market is hitching up to be one of the most competitive in decades.
The three top players – Ford Motor Co., General Motors Co. and Chrysler Group LLC – have each recently unveiled their next steps in the extremely loyal full-size pickup truck segment, which represented 12 percent -- about 1.74 million vehicles -- of the 14.5 million cars and trucks sold in 2012.
Led by an aging fleet, pent-up demand, a recovering housing market and new debuts, the U.S. full-size pickup truck market is expected to outpace the 14.5 percent sales growth of the entire auto industry through 2015.
“They’re all creating a perfect storm of a very radical recovery for the truck segment for the next couple of years,” said Jesse Toprak, TrueCar.com senior analyst. “The replacement demand of the full-size truck segment is actually going to be very, very high for the next several years.”
The U.S. truck industry is significantly important to the Detroit Three for reputation, as well as revenue.
In 2012, Ford, the“pickup king” for decades, continued to lead the way in the full-size segment with a 38.5 percent market share, according to TrueCar. The Dearborn-based automaker’s crosstown rivals, GM trailed with 35.8 percent – Chevrolet with 26.4 percent and GMC with 9.4 percent – and Chrysler’s Ram brand came in third with 17.5 percent.
Those market share percentages aren’t expected to drastically change in the next three years, but new offerings from the Detroit Three and some foreign automakers, including Nissan Motor Co. and Toyota Motor Corp., should make things interesting.
“The truck market is pretty much the only place left that you have lifelong loyalty,” said Karl Brauer, editor in chief and CEO of TotalCarScore.com.“It takes a big event to shift loyalty in the pickup truck market.”
Full-size pickup trucks are one of the main story lines for the 2013 North American International Auto Show in Detroit, which opens to the public Saturday.
On Tuesday, Ford unveiled what it considers to be the“future of pickups” in its Atlas concept, which is built on a current frame from the automaker; GM’s new 2014 Chevrolet Silverado and 2014 GMC Sierra are making their public debuts; and Chrysler’s Ram 1500 on Monday took home the North American 2013 North American Truck/Utility of the Year award.
Analysts said even with new pickup truck offerings coming to market before Ford's F-150, which in expected in 2014, the Dearborn-based automaker is expected to continue its reign of pickup king, primarily thanks to loyalty. Ford doesn't disagree.
“As America’s truck leader, we remain absolutely committed to setting the agenda in the truck market and continuing to raise the bar on capability, fuel economy and profitable growth in the full-size pickup segment,” said Ford Executive Chairman Bill Ford Jr. following the vehicle’s unveiling Tuesday at the 2013 Detroit auto show. “We take great pride in our position in the truck market.
“We believe we do it better than anybody else, not just in the U.S., but around the world.”
The Atlas, according to Ford, showcases the design, capability, fuel efficiency and smart technologies that will define its future pickup trucks.
Ford’s F-Series has been America’s best-selling pickup for 36 straight years and America’s best-selling vehicle for 31 years.
Overall, 645,316 F-Series were sold in 2012, a 10 percent increase versus 2011. Total Ford brand truck sales – including Transit Connect and E-Series – were up 2 percent for the year at 829,477 vehicles sold.
Ford did not release when its next-generation F-Series is expected to debut, but it’s expected to be a 2015 model.
According to analysts, the timing of the Ford debut is an effort to remind customers that it has a new pickup in the works, as GM and Chrysler are expected to make slight gains in the U.S. market thanks to coming to market first.
Ford Chief Operating Officer Mark Fields said GM’s new full-size pickups, which are expected to go on sale later this year, had nothing to do with the unveiling of the Atlas concept.
“We don’t let the competition define how we run our business, or when we give out concepts or things of that nature,” he said following the unveiling inside Joe Louis Arena. “We do this based on what’s right for our business, and this has been planned for quite some time.”
The expected release of the new F-Series would place it months, if not a year, after crosstown rival GM is delivering its 2014 Chevrolet Silverado and GMC Sierra full-size pickups to dealers.
GM, which unveiled it’s the new Silverado and Sierra pickups in December, believes the products will not only compete in the extremely competitive U.S. market, but set a new benchmark.
“Our top competitors may think they have smooth sailing ahead, but let me tell you, the weather is about to change,” said GM North America President Mark Reuss during their theatrical unveiling Dec. 13.
The vehicles, which will go into production the second-quarter of 2013 and arrive in showrooms soon after, were unveiled at the Michigan Motion Pictures Studio, a multi-million dollar studio in Pontiac.
Among the many updates to the Silverado and Sierra, are new, aerodynamic designs inside and out; quieter, more comfortable cabs; and three new, more fuel-efficient engines.
The all-new EcoTec3 engines were designed specifically for the needs of full-size truck customers, according to Reuss. The new engine family includes a 4.3-liter V6, 5.3-liter V8 and 6.2-liter V8.
All of the new engines include direct injection, cylinder deactivation that “seamlessly” switch to four-cylinder mode to improve efficiency;" and continuously variable valve timing and other technologies.
“It’s stronger, smarter, more capable than what we’ve ever built before,” said Chris Perry, global Chevrolet vice president for marketing. “We’re really excited.”
When released, the Silverado and Sierra are still expected to have tough competition from the Ram 1500.
Brauer said the Chrysler pickup remains the most advanced truck in the market, and its handful of prestigious awards, including the truck of the year from NACTOY, Motor Trend and other third parties, proves it.
“This next truck that’s already out there has got more advances than any of the other trucks out there,” he said. “And it’s going to be two more years until we see the next F-150.”
Brauer said Ram has a great chance to continue gaining market share – particularly thanks to new truck buyers -- in the next two years.
The pickup is available in nine trim levels -- ranging from starting prices of $22,590 for the Ram 1500 Tradesman to $44,275 for the Ram 1500 Laramie Longhorn. For 2013, the Ram 1500 also offers 12 different colors, including five new shades.
The Ram 1500 also features a 3.6-liter V6 engine that delivers best-in-class fuel economy of 18 mpg city and 25 mpg highway. Other features include fuel-saving systems, eight-speed automatic transmission, stop-start system, thermal management system, pulse-width modulation and active aerodynamics, including grille shutters and air suspension.
Fred Diaz, president and CEO of Ram Truck Brand and Chrysler de Mexico, said the Auburn Hills-based automaker will continue to try and improve upon the vehicle.
“We remain very, very humble, but also very, very hungry to take it to the next level,” he said Monday following the vehicle winning truck of the year at the 2013 NAIAS. “What we’re seeing is resurgence.”
That resurgence could be impacted by debuts from Toyota and Nissan, which combined for about 7.5 percent of pickup truck sales in 2012. Both are expected to release redesigned full-size pickups by mid-decade.
Overall, global commercial vehicle sales, which pickups play a major role in, are expected to grow by 4.8 million during the next several years to 21 million units annually by 2017.
TrueCar predicts vehicle sales in the U.S. to steadily increase to 16.6 million vehicles in 2016.
The 2013 Detroit auto show is open to the public from Jan. 19-27. About 60 vehicles debuted from the world’s top automakers during the show’s press preview days Jan. 14 and 15. The show’s industry days are Jan. 16 and 17, followed by the Charity Preview, which raised $3 million last year, Jan. 18.
Follow all of MLive's coverage of the North American International Auto Show at mlive.com/naias.
Email Michael Wayland: MWayland@mlive.com and follow him on Twitter at twitter.com/MikeWayland