Ford and Hyundai have tried to bring service to that market with the Maverick and Santa Cruz, respectively. My folks have one and love it, but I’ve found most people still complain because they “don’t need that big if a truck” but then you mention towing/hauling capacity and they say “well why can’t it just tow something small like an F150 does? I’m not trying to get a dually but if I didn’t want to do X then I’d just get a car!” I suspect most people’s “truck needs” would be accommodated but fomo and marketing leads buyers astray even when they already know what they want. Or they’re fickle and just need something to complain about.
What do you find people want to tow? I’m often at a loss when people bring this up because I’ve never once had a moment in my life where I was disappointed by the lack of towing capacity of my small car
Note that Americans basically all drive automatic transmissions, those have a thing called a torque converter. Unless that part is actively cooled it’s going to overheat when asked to do high-torque stuff over prolonged durations and as that active cooling needs space and weight it generally only comes with truck-sized vehicles.
In short: The reason Americans don’t haul caravans and horses and boats with cars is because they can’t drive stick.
Ford and Hyundai have tried to bring service to that market with the Maverick and Santa Cruz
They didn’t try very hard. The Maverick doesn’t have a single cab or full size bed option and the santa cruz looks like a SUV with 1/4 of the back chopped off.
Here’s a comparison of a 2008 Ranger vs. a 2022 Maverick to show what I mean better. They’re roughly the same size but you lose so much with the Maverick.
2008 RANGER Height 67.7 in. Length 203.6 in. Width 69.4 in. Wheelbase 125.9 in.
2022 MAVERICK Height 68.7 in. Length 199.7 in. Width 72.6 in. Wheelbase 121.1 in.
the 2008 ranger is such a nice truck. Maverick is just a minivan with an open trunk. Might as well just get a real minivan.
I drove a 99 Ranger into the ground. It was absolutely fine in every way that truck people care about. Give us back our small trucks!
The Ranger/B2000, S-10, and first Tacoma were really the sweet spot for compact pickup trucks but you won’t get them back, because all of them got killed by CAFE.
Kei trucks have the same, if not slightly bigger/smaller, bed size as a modern F-150. But they’re basically the size of Honda Fits.
I’ve wanted one since I worked for USPS and learned to drive on the right side of a vehicle. My state does allow you to register them and drive them on the road, but alas, I cannot afford one. :(
Kei trucks only can carry like 800 pounds. I run a bar and regularly take my pickup truck, a 2500, to its bed capacity of roughly 3000 lbs. I’ve had it sitting low just in empties before. A Kei truck can’t even haul my motorcycle if it breaks down. Now someone who’s a full time contractor, would call that thing useless, a farmer might buy one instead of a John Deere gator or side by side. It’d be suitable for golf course maintenance.
Yep, I’m a contractor, I would absolutely only own one to use for work if I had a big property, and it’d be groundskeeping. Just FYI though, Kei trucks are used as contractor/work trucks in Japan, as are Kei vans.
But your average person’s Home Depot trip isn’t going to be close to what a contractor would use. And, just like what currently happens, if your vehicle can’t handle an outlying circumstance, you either rent one that can or have the materials delivered.
So beyond work applications, and towing which most people don’t need the size vehicle they have for what they’re towing, modern pickup trucks are oversized and unnecessary for probably 95% of people.
