Most of the new entrants will target the midsize truck market which is expected to be one of the fastest growing segments in the U.S. between now and mid-decade.
, have repeatedly failed to gain more than a toe-hold in the market for bigger, full-size pickups that can to toe to toe with the Ford F-150 or GM's Chevy Silverado.It's another story in the midsize segment which has long been dominated by imports.
The flood of new products is clearly paying off. The U.S. full-size pickup sales have been hovering at a steady 2.3 million to 2.4 million a year, a figure LMC Automotive expects to hold through mid-decade. Sales of midsize models, meanwhile, jumped from 452,000 in 2017 to 524,000 last year, with the consulting firm predicting that will top 600,000 this year and hit 714,000 by 2025.
CEO Dr Dieter Zetsche and Volker Mornhinweg, Head of Mercedes-Benz Vans present the new Mercedes-Benz Pickup at a press event held at the art gallery Artipelag in Stockholm, Sweden on October 25, 2016.Yet another entrant could be Mercedes which launched its first-ever pickup, the X-Class, in 2017. Initial plans didn't include the U.S., but a number of analysts now have a version of the luxury truck on their product forecasts.
As with almost every other vehicle segment in the U.S. market, pickup trucks have grown steadily larger over the years. The current version of the midsize Chevrolet Colorado is nearly as large as the full-size Chevy Silverado of three decades back.
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