You would think that with the introduction of the Chevrolet Colorado/GMC Terrain and refreshed Toyota Tacoma, the likes of Ford and Ram would be getting in the midsize truck action. But Ram boss Bob Hegbloom can't make it work for the brand. The problem according to Automotive News is the price of higher fuel economy.
Hegbloom explained that back in the heyday of midsize trucks - the 1980's - consumers bought them because they were considerably smaller, less expensive, and boasted impressive fuel economy. Although midsize trucks had less capability than their full-size compatriots, consumers didn't mind.
"When you look at those four factors, that's truly what a midsize pickup customer is looking for. I've been able to develop a strategy to come up with three of the four -- and even with what's out there on the market today, I haven't seen anyone who can deliver on all four," said Hegbloom.
To Hegbloom, a midsize truck from Ram would have to achieve 35 MPG on the highway. The Ram 1500 EcoDiesel can achieve 29 MPG on the highway.
"If full-size now is pushing 30 [mpg], you're going to expect a midsize to be at least at 35. You're also going to expect it to be significantly less expensive. But to bring the technology in to deliver on 35 mpg, then you're going to raise the price," said Hegbloom.
Source: Automotive News (Subscription Required)