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Midsize Truck War May Heat Up Fast

Once seemingly dead, market is going to get crowded fast.

by Paul A. Eisenstein on Nov.07, 2018

The new Ford Ranger is likely to be just the first of a wave of new midsize trucks.

Once written off for dead – or at least dying – the midsize pickup market is coming back with a bang, but not only are sales on the rise, but also is the number of players entering, or returning, to the segment.

The question facing the industry is whether the list of brands might be growing too fast and too large, something that could make it hard for anyone to turn a profit.

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Among the latest to target the U.S. midsize market are Ford and Jeep, both returning after lengthy absences. But Volkswagen could be eyeing its opportunities, as well as Mahindra & Mahindra, the Indian automaker that recently begun building off-road vehicles at a small plant in the Detroit suburbs. And Hyundai is moving forward with the development of a car-based compact pickup based on the Santa Cruz concept of a few years back. (more…)