I actually know someone who used to be high up an automobile company. According to him, the issue isn’t that Americans wouldn’t buy small trucks. They would. Especially Americans who actually need to use their trucks for the intended purpose and not as a way to broadcast their insecurities. One of those little S-10s from the 90s will get the job done as well as a modern F-150.
But the “problem” is that you can only sell a small pickup for so much. The markup on big trucks is enormous. So the small trucks, despite probably selling well, would cannibalize the sales of their larger, higher margin trucks.
Capitalism is the most efficient economic system ever developed.
I actually know someone who used to be high up an automobile company. According to him, the issue isn’t that Americans wouldn’t buy small trucks. They would. Especially Americans who actually need to use their trucks for the intended purpose and not as a way to broadcast their insecurities. One of those little S-10s from the 90s will get the job done as well as a modern F-150.
But the “problem” is that you can only sell a small pickup for so much. The markup on big trucks is enormous. So the small trucks, despite probably selling well, would cannibalize the sales of their larger, higher margin trucks.
Capitalism is the most efficient economic system ever developed.