> A pickup truck should just be max utility, especially if you're a manufacturer making your first one

The modern US pickup truck isn't built for utility. It's a $60,000 four-door lifted luxobarge with leather interior and a short bed. It signals (perceived) wealth while preserving working-class alignment. It can also be justified by way of having to pick up used furniture for TikTok refinish and flip projects or bimonthly runs to Home Depot to buy caulk and lightbulbs. Independent tradesman can write them off as work vehicles or, allegedly, use COVID-era PPP loans to buy them.

It's the suburban equivalent of a yuppie's Rolex Submariner. Investment bankers generally don't go scuba diving and if they did a dive computer would be vastly preferable.

I say all of that to say that making a pickup truck for that market segment isn't a bad idea from a numbers perspective. You just can't market it as a luxury vehicle because the whole point is that it is but it isn't.

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HeyLaughingBoy 19 minutes ago | parent | next [-]

It is utility, just not the utility you're thinking of. Try spending all day, every day in a basic, rough riding pickup truck, then compare it to spending all day in a "luxobarge" that can still tow a 7,000lb trailer.

To the people I know who drive trucks like that, they're basically mobile offices.

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jahsome 2 hours ago | parent | prev | next [-]

As someone who's just been trying to buy a crappy used truck to haul some crap to the dump a couple times a year, you're absolutely spot on. I even live in the southwest US where trucks make up a considerable portion of vehicles on the road.

Crappy used trucks simply aren't up for sale. And even the rare listing I do come across, the asking price is ridiculously inflated.

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criddell 2 hours ago | parent | next [-]

If you only need a truck a couple of times per year, maybe it makes more sense to rent one?

	▲	alexjplant an hour ago \| parent [-]
		Not even. When I lived in the boonies trash service was ~$75 a quarter, the local hardware store would deliver pallets of mulch for free, and furniture stores offered free delivery above certain purchase amounts. My buddy's dad would haul your boat between the marina and your house for a flat fee. Hell, I was able to cram a full PA with floor monitors and a few guitars into my Corolla for weekend band gigs. I started looking into getting a trailer or hitch hauler but it didn't seem to make much sense. I could usually pay somebody on-demand to move stuff around and it always worked out to be cheaper than owning and maintaining a truck. I presently work from home and don't even own a car anymore; the math is quite similar with rideshare and motorcycle maintenance coming in significantly cheaper.

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gscott 2 hours ago | parent | prev | next [-]

I have had good luck with farm type auctions just check the rust. IronPlanet is also really good but a little more expensive.

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_whiteCaps_ 2 hours ago | parent | prev | next [-]

Consider a Honda Acty - they even have models with a dumping bed.

	▲	mywittyname 2 hours ago \| parent \| next [-]
		These are quite expensive for what you get and are slooooooow. It's fine if you want an expensive, quirky neighborhood runabout, but you'll be made very aware that this is a product not at all designed for the US market (there's a good reason most examples do ~1000 miles a year). The ACTYs I found online were in the $7-20k range, for a ~30 year old model - more for a nice van. The best used work truck is actually a van. They lack the coolness factor of trucks, but are far more versatile. You can pick up a <10 year old Transit with under 100k miles for like 10-15k. That price point will get you a >10 year old F150 in the 100-150k mile range. Plus, there are good options if you want something smaller can car-based, like NV2000s and Transit connects. Which don't really exist for trucks outside of newer (maverick) or niche (Ridgeline) options. Bonus points, a nice Transit is a great daily driver too.
	▲	ErroneousBosh 2 hours ago \| parent \| prev [-]
		Harsh did a tipper conversion for the Daihatsu Hijet, which had an 850cc triple with a lot more poke than the Acty's 660cc twin, and had a "true 4WD" variant. In the UK, Truck and Driver Magazine featured one so equipped in a head-to-head AWD tipper test (AWD in the sense of all wheels driven regardless of number of axles, not Subaru AWD/Audi Quattro type AWD), alongside a variety of extremely large trucks. Proper trucks, not F150s, we're talking 18-tonne Scanias and stuff here. Everyone wanted one of the little Hijets to take home.

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mindslight 2 hours ago | parent | prev [-]

Consider a trailer if you have even a mildly acceptable tow vehicle that can take a 2 inch receiver. Use what UHaul will rent you as a rough limit for what your vehicle can handle, and then if you want to save some weight get your own because it will be lighter than UHaul's brick shithouses.

Having said that, I'm still in the market for a larger vehicle with a better tow weight rating as I use the trailer more than a handful of times per year, and my current tow vehicle is getting a bit long in the tooth.

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bluGill 3 hours ago | parent | prev | next [-]

The modern US pickup truck still has the utility image and they make sure they sell a bunch to people who want utility to ensure that the image is not lost. That is why the lightening came in a cheap pro trim clearly targeted at the things pros are likely to want. (I don't know how well it worked, but they seriously tried to sell to that market)

Of course the real money is in the high trim levels that sell for twice as much but don't really cost much more.

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sroerick 2 hours ago | parent | prev | next [-]

Yes, and they're awesome. Also much closer to 100k.

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staplers 3 hours ago | parent | prev [-]

Class tourism is a succinct term here. Blending in with hardworking blue collar Americans is a whole marketing industry in itself.

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jeffbee 2 hours ago | parent [-]

Blending in with imaginary people, you mean. Every single actual blue collar worker who needs a truck for that purpose drives a 1997 Toyota Tacoma.

	▲	matwood 2 hours ago \| parent [-]
		I had a 2008 Tundra I sold when I moved to the EU not too long ago. Still miss it. It was big, but could easily tow my boat or haul anything I needed. Was a 4 door and had a full sized bed. Had 125k miles when I sold it, and still ran great. I would have gotten a Tacoma, but I need the extra towing capacity.