Whatever happened to smaller Ford Ranger type trucks?
Oddly enough, environmental regulations happened. When the government was pushing for fuel economy regulation, the auto manufacturers were scared. They managed to talk the government into adding an exception where as wheel base increases, fuel economy is allowed to drop.
If you don’t see the loophole in this, you wouldn’t the only one. After all, it sounds fine on the surface; large trucks need more fuel… Right? But it means that auto manufacturers pivoted to almost universally making (and marketing) larger SUVs and trucks, because their quality control can be much more lax when they aren’t trying to hit strict emissions and efficiency milestones. Their profit margins on large vehicles are much higher. Like 20-40% higher, because they’re easier to produce and sell for more. They’re able to get away with much more when the vehicle is larger, so they heavily leaned into the “larger cars are better” marketing.
Oddly enough, environmental regulations happened. When the government was pushing for fuel economy regulation, the auto manufacturers were scared. They managed to talk the government into adding an exception where as wheel base increases, fuel economy is allowed to drop.
If you don’t see the loophole in this, you wouldn’t the only one. After all, it sounds fine on the surface; large trucks need more fuel… Right? But it means that auto manufacturers pivoted to almost universally making (and marketing) larger SUVs and trucks, because their quality control can be much more lax when they aren’t trying to hit strict emissions and efficiency milestones. Their profit margins on large vehicles are much higher. Like 20-40% higher, because they’re easier to produce and sell for more. They’re able to get away with much more when the vehicle is larger, so they heavily leaned into the “larger cars are better” marketing.