![]() They’re still seen hauling anything that can fit in the back, and they bear a sort of mud-and-grit “patina” that marketing departments can only dream of. The Nissan Hardbody already has a reputation for toughness. It’s easy to see how a Nissan electric pickup truck could seize on the opportunity, contrasting itself against the massive F-150 Lightnings that rarely carry more than a briefcase and a laptop bag. Eventually, no amount of publicity photos showing the trucks kicking up massive dust plumes in the rugged desert will compensate for the fact that relatively few people would dare risk micro-scratches in the paint on such expensive vehicles. However, the burly marketing illusion may fail as these heavy-duty galumphers are only seen in office parking garages, and never in front of a small-town feed store. Changing the interior from vinyl to Alcantara has helped status-seeking customers make peace with the price. For one thing, the ever-rising price point keeps away many of those farmers and construction workers who star in the commercials. The large truck is currently on the same path. Even the Mercedes-Benz G-Class, which still looks like a German military vehicle, is now seen as a sign of upscale glamour. But despite the SUV's long rugged history, in just 15 years its reputation has quickly changed from “goes offroading and gets covered in mud” to “seen in line at Starbucks after dropping off the kids.” By now, everyone openly acknowledges that a Land Rover will only rove over suburban parking lots. In the early 2000s, when SUVs were getting their first luxury styling, they were still the vehicles of choice for campers, off-roaders, and other adventurous people. ![]() The world of SUVs has a long history of Jeeps, Suburbans, Chevrolet Blazers, Toyota Land Cruisers, and Ford Broncos. While the burliness and grittiness of extra-large trucks may seem immutable, one should keep in mind that SUVs once shared that brawny reputation. Truck commercials always show construction workers, farmers throwing hay, and other classic images of grunting men. The large truck is one of the most iconically masculine vehicles of all time. And the public’s skepticism about electric trucks has worn away.įront three-quarters shot of a white Nissan Armada Its small trucks still speak for themselves - years after discontinuation. The company has already established itself as a competent maker of electric cars. Nissan would therefore need to prove very little to the car-buying public. ![]() Furthermore, the Ford F-150 Lightning has already gotten the public to accept a truck without an engine. Competition is low, but demand is growing for a truck that can easily fit inside a garage. This is the perfect situation for Nissan to reenter the light truck market. (Honda prefers to call it a “ mid-size adventure truck,” which puts a positive spin on the fact that this truck probably shouldn’t be part of one’s landscaping business.) Ford reintroduced the Ranger in response to an outpouring of demand for a small truck, but the current iteration is longer than a classic mid-1990s F-150. Honda sells the Ridgeline, but that is built on the foundations of the Odyssey minivan. For those who want a small truck, the current options are limited.
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