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What’s Hot for 2004?
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Dodge’s Ram SRT-10 is the latest of the performance trucks. With an engine from the Viper sports car, it’s unlikely to disappoint sport truck enthusiasts.
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Sport utility vehicles aren’t the only light trucks that are hot in the market. Pickup trucks continue to score big sales, with a trio of new models arriving at dealerships this year. Sporty and luxurious offshoots, along with the familiar workhorses, are also flourishing. Despite a drop in overall pickup sales during 2002, these hard-working vehicles are likely to see continued, if not necessarily increased, popularity.
Nissan has joined the ranks of full-size pickups for 2004 with its new Titan, which is manufactured in Mississippi. Nissan is the first import brand to offer a true full-size model that’s comparable in dimensions to domestic pickups.
Chevrolet has a new Colorado model, and GMC is offering an equivalent Canyon. Eventually, these two models will edge aside the compact S-10 and Sonoma, respectively, though the smaller trucks are hanging on for another season in Crew Cab form with V-6 power and four-wheel drive.
Ford has redesigned its ever-popular F-150, which has been the top-selling vehicle in the United States for decades. The prior-generation F-150 hasn’t disappeared yet; it will remain on the market until approximately mid-2004 and is called the F-150 Heritage. Meanwhile, Toyota is releasing a new Double Cab version of its Tundra, which measures some 13 inches longer than its mates.
Taking a cue from the Ford SVT F-150 Lightning and the Chevrolet SS, Dodge has moved its full-size Ram pickup into high-performance territory. Last year’s introduction of the Hemi V-8 engine was just the beginning. For 2004, Dodge is offering a Ram SRT-10 that unleashes 500 horsepower from a V-10 engine borrowed from the automaker’s Viper sports car. Regular Rams can now have the Hemi V-8 engine that was introduced during the 2003 model year. Dodge’s Dakota gets a new 210-hp V-6 engine choice but loses the 5.9-liter V-8 option.
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Chevrolet’s SSR is unlike any other pickup truck with its retractable hardtop roof and distinctive styling.
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Chevrolet’s sporty SSR roadster-pickup goes into full production for 2004, though a handful were sold as 2003 models. Other than the slow-selling Lincoln Blackwood SUV/pickup “crossover,” which became extinct shortly after the 2003 model year began, no pickups have been dropped for 2004.
One New Full-Size Model and a Pair of Compacts
• Nissan Titan: Even though Toyota has offered its large Tundra pickup for the past several years, Nissan is the first import brand to venture all the way into full-size territory. The Tundra is small for a full-size model, but the Titan fits squarely into the full-size segment.
An Endurance 5.6-liter V-8 provides the motivational force for the Titan; it sends 305 hp and 379 pounds-feet of torque to a five-speed-automatic transmission. That’s enough to tow as much as 9,400 pounds. Only King Cab and Crew Cab body styles will be offered, in three trim levels. Side-impact airbags are standard, and side curtain-type airbags are an option. Nissan’s Vehicle Dynamic Control electronic stability system also is optional. Wide-opening rear doors are another of the Titan’s features.
• Chevrolet Colorado and GMC Canyon: Like the compact S-10 and Sonoma trucks they are replacing, the new Colorado and Canyon are close cousins. They’re larger all around than the S-10 and Sonoma. A new 2.8-liter four-cylinder engine produces 175 hp, but buyers can choose a 3.5-liter inline-five-cylinder that generates 220 hp for additional vigor. Roof-rail side airbags are optional. Both Z71 and ZR2 option groups are offered.
Redesigned for 2004
• Dodge Ram SRT-10: Even though it’s not a brand-new vehicle, Dodge gets credit for taking an existing model and turning it into a performance powerhouse. This feat was accomplished by taking the 500-hp V-10 engine from the company’s Viper sports car and tucking it under the Ram’s hood. Plenty of other modifications were made as well — in engineering to cope with the additional power, and in appearance to give the SRT-10 a suitably audacious demeanor. Production numbers for this truck will be limited, but ardent performance-truck fans are nonetheless likely to be captivated by this hard-charging Ram.
• Ford F-150: Analysts expected the F-150 to edge ahead of the full-size pickup truck pack in its newly redesigned form, and they’re correct. For 2004, the supremely popular F-150 gets a new look, a wider track and new all-disc brakes. A new 5.4-liter V-8 engine produces 300 hp, but buyers can choose a 4.6-liter V-8 instead. Ford’s full-size pickups come in basic form for hauling and towing chores and go all the way up to the luxurious Lariat edition.
Pros and Cons of Popular Pickup Trucks
When it comes to the annual sales race, Ford’s F-Series has led the pack for so many years that it’s difficult to recall a time when another model was No. 1, and sales were up for the F-150 in 2003, as well as for the second-place Chevrolet Silverado.
The top three were all full-size pickups. According to Automotive News, a total of 845,586 F-Series trucks were sold during 2003, which is an increase of 3.9 percent from the 2002 total. The Chevrolet Silverado again came in second with sales of 684,302 units, while the Dodge Ram was next with 449,371 units.
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Ford’s Ranger was the top-selling compact pickup truck in calendar year 2003.
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Ford’s compact Ranger came in fourth with sales of 209,117 units, followed by the full-size GMC Sierra with 196,689. Taken together, the Chevrolet Silverado and closely related GMC Sierra ran ahead of Ford’s F-Series.
The Toyota Tacoma beat out the Chevrolet S-10 for second place in the compact truck sales race; the Tacoma had sales of 154,154 units, while 136,573 S-10s were sold. At 111,273 units, the Dodge Dakota lagged behind those two.
Toyota sold 101,316 Tundras, and Nissan moved 65,161 compact Frontiers. Trailing the pack with a modest 14,970 units were the Mazda B-Series Trucks, which are similar to the more popular Ford Ranger. GMC sold more than twice that many compact Sonomas.
Why do the strong-selling models appeal to shoppers? In which areas do they excel? What are their drawbacks? Let’s take a quick look at the most popular models (arranged roughly according to sales):
• Ford F-Series: It’s hard to argue with success, especially when it reaches the level enjoyed by Ford during the past two decades. For plenty of buyers, Ford and full-size pickups are practically synonymous. In its newly redesigned form, the light-duty F-150 delivers forceful performance and a rugged personality. The new version feels more substantial and solid than its predecessor. The 2004 F-150 is roomy and quiet running, and it performs better with the new 5.4-liter V-8 — though acceleration with either engine falls short of stunning. Suspensions handle road flaws better, responding quickly and appropriately.
Ford also continues to offer the heavier-duty F-250 Super Duty and F-350 Super Duty models based on the previous F-150 design. The high-performance SVT F-150 Lightning from Ford’s lineup also remains available, competing against the Chevrolet Silverado SS sport truck and the new, hot Dodge Ram SRT-10. But early in 2004, Ford will temporarily drop its performance-oriented SVT vehicles.
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The heavy-duty one-ton-rated Chevrolet Silverado 3500 (pictured) is one of the numerous Silverado models offered by the manufacturer.
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• Chevrolet Silverado: Nothing startling happened to Chevrolet’s full-size pickup as a result of its 2003 redesign. Choosing between Chevrolet and Ford is more a matter of brand loyalty than performance or features because both brands offer a comparable choice of models and capacities. The availability of XM Satellite Radio and a backseat entertainment system is a bonus for the Silverado. Performance fans have the option of a Silverado SS. Luxury-truck buyers can add a load of extras, including the highly helpful Quadrasteer four-wheel-steering system. But plenty of buyers are content with a regular Silverado model.
• Dodge Ram: Dodge redesigned the light-duty Ram 1500 in 2002 and revamped its heavy-duty versions for 2003. No full-size pickup looks tougher than a Ram, and Dodge backs up this appearance with vigorous performance — especially from the burly Hemi V-8 engine, which has edged aside the old 5.9-liter V-8. High performance gets the nod in 2004 with the debut of the limited-production Ram SRT-10. Only two cab styles are available for the Ram. Heavy-duty models can still have a Cummins turbo-diesel engine.
• Ford Ranger: One of the old favorites, Ford’s compact pickup might not stand apart from the pack, but it simply does its lighter-load hauling job well. Sporty offshoots, including the Edge and Tremor editions, help enhance the Ranger’s broad appeal for younger shoppers. Mazda’s compact trucks are similar and are available with the same engine selections.
• GMC Sierra: Similar to the Chevrolet Silverado, GMC’s Sierra was also redesigned for 2003. Its virtues and demerits are nearly identical to those of the Silverado. GMC stands apart with its luxurious Denali edition, just as Chevrolet offers an SS sport model that GMC lacks.
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Like its larger sibling the Toyota Tundra, the compact Tacoma is available in Double Cab (crew cab) form.
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• Toyota Tacoma: A cut above the domestic norm in refinement, Toyota’s compact pickup comes in a choice of three cab styles. Tacoma buyers can choose between two four-cylinder engines and a V-6. As capable as any small pickup from the Big Three, and more refined than most, the Tacoma depreciates more slowly than most of the competition.
• Chevrolet S-10: This should be the last outing for Chevrolet’s compact pickup, as the new Colorado goes on sale as a 2004 model. Only a Crew Cab edition of the S-10 is available this year. Even though you don’t get anything exceptional in the S-10 — or its GMC Sonoma counterpart — it’s a solidly built pickup that matches Ford’s Ranger in most areas.
• Dodge Dakota: Larger than a compact and produced in three cab styles, the Dakota promises performance and capacity reminiscent of its larger, boldly styled Ram cousin. The Dakota’s economical four-cylinder engine was dropped in 2003, and a new 210-hp V-6 is available for 2004. Buyers can choose the Magnum 4.7-liter V-8 instead, but the old 5.9-liter V-8 has been dropped, along with the R/T trim level. Even so, having an available V-8 helps boost the Dakota’s big-truck image.
Domestic vs. Import-Brand Trucks
When you drive a domestically built pickup and an import-brand model back to back, chances are you’ll notice a significant difference in overall refinement — with the imports taking the lead. They’re likely to be quieter and less taxing to drive for long periods on the road. Construction quality tends to be tighter, too.
You won’t necessarily see a substantial difference in sticker price because, unlike passenger cars, import-brand trucks don’t always cost more. In fact, the least-expensive compact and full-size trucks on sale for 2004 are both Toyotas and not Chevrolets or Fords. On the whole, import-brand trucks offer fewer choices than the domestics in terms of engines, seating configurations, and comfort and convenience options. Prices can zoom upward in a hurry, though, when one of the upper trim levels is selected.
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Cadillac’s Escalade EXT is one of the members of the burgeoning SUV/pickup crossover segment, which includes vehicles that combine attributes of both classes.
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Despite their merits and often-appealing prices, many traditional pickup truck buyers won’t even consider a truck from an import brand. Why? Simply because Chevrolet, Dodge and Ford have largely cornered the market for so many years. Thus, diehard domestic-truck buyers tend to deem alternative brands less worthy.
On another level, one of the crossover pickups that can be found at dealerships is an import brand: the Subaru Baja. Look in the cars.com SUV Buying Guide for descriptions of the Baja, as well as the much larger Cadillac Escalade EXT, Chevrolet Avalanche and Ford Explorer Sport Trac, which are three other SUV/pickup crossover models that feature cargo beds.
New Features for 2004
Powertrains, rather than safety items or luxury and convenience options, take the lead in new features for the 2004 model year. In addition to tucking the Viper V-10 engine into its new Ram SRT-10, Dodge has introduced a new V-6 for its Dakota and offers Hemi V-8 power for regular Rams. Automatic transmissions in Rams get a new Tow/Haul mode for 2004. The redesigned Ford F-150 gets a new V-8 engine choice.
Potent audio systems continue to attract youthful pickup buyers. Ford is offering a new 510-watt Tremor setup with MP3 capability for its compact Ranger.
Hanging onto the past also seems to be a trend in 2004. Ford continues to offer the previous-generation version of its F-150, dubbed the Heritage edition. Chevrolet and GMC are retaining the compact S-10 and Sonoma despite introductions of the new, larger Colorado and Canyon pickups, albeit only in Crew Cab form.
Customizing Your Ride
With the vast number of aftermarket accessories for today’s vehicles, individuals have more ways to customize their ride. Though it may seem unlikely, 75 percent of automotive accessories purchased by Americans are bought for light trucks (pickup trucks, vans and SUVs), according to the Specialty Equipment Market Association (SEMA).
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The Chevrolet Colorado Sport is distinguished from other Colorados by its standard body-colored front fascia.
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The number of available accessories is endless. Available truck accessories include bed liners, tubular step bars, graphics, exterior light systems, wheels, tires and exhaust systems.
Manufacturers are becoming increasingly active in the accessory business. Toyota Racing Development (TRD), for one, sells supercharger kits for the engines in Toyota pickup trucks.
Coming in 2005 and Beyond
After seeing three new models for the 2004 model year, we can’t expect comparable growth next year. No brand-new pickups are anticipated, but several automakers are working on fresh renditions of existing models.
Nissan unveiled its redesigned 2005 Frontier at the 2004 North American International Auto Show in January. The new Frontier resembles the company’s full-size Titan pickup.
Dodge is redesigning its Dakota pickup for release as a 2005 model, again with larger-than-compact dimensions and styling touches adapted from the full-size Ram. Toyota is expected to rework its compact Tacoma for 2005, while a revamped Tundra should follow a year later, according to Automotive News.
Lincoln is scheduled to introduce a luxury pickup based on the Ford F-150 SuperCrew. Called the Mark LT, it’s supposed to go on sale in February 2005 as a 2006 model.
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