Automakers seek a return to US mid-size pick-up segment image

While a few years ago analysts predicted big, chunky full size pick-ups would die even in the US, now they are setting again record sales, so might they have been wrong also about the mid-size US pickup segment?

While many automakers offer around the globe pickups only in this segment, the US is a lackluster deal when it comes to this category – the big “dinosaurs” reign here. Still, GM dares to contest that with their new Chevrolet Colorado and GMC Canyon models.

This prompts analysts and industry forecasters to say other automakers are weighing in accessing this segment as well. That includes Volkswagen, which is by no means a pickup expert but nailed it to the spot with their first such model – the Amarok; and also 4×4 expert Jeep.

While some Asian automakers, like Nissan, already offer a mid-sized truck on the US market without much hype around it, other could follow, like Korea’s Hyundai and Kia. Still, the most likely seem to be Volkswagen or Jeep.

“We are just reworking our truck strategy, and this is part of thinking about it. But the Amarok fits not very well to the efforts of the market,” says Heinz-Jakob Neußer, head of VW Group’s powertrain development operations.

On the other hand, Fiat Chrysler Automobiles executives don’t say anything on the record, but they cleverly source out hits that an active development effort is on the making, regarding the Jeep brand, and not the usual pickup go to brand – Ram.