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Car Culture Ground Zero

THE DETROIT SHOW – Year of the Truck

Work Trucks and Luxury Crossovers, Not So Strange Bedfellows By Mark Dapoz and Chris Merlo It’s all about the money or specifically big fat margins. The kind of margins when…

Work Trucks and Luxury Crossovers, Not So Strange Bedfellows
By Mark Dapoz and Chris Merlo

It’s all about the money or specifically big fat margins. The kind of margins when you build close to 900,000 versions of a single model and begin to watch the profits roll in as average transaction prices per unit head north of $45,000. That’s the truck end of the story and well, if you are selling cars you’re pretty much sucking air hoping that a fuel shortage – one that would suffocate truck sales – will reignite the popularity of sedans and hatchbacks among today’s truck and utility loving shoppers. Oh and that’s how we get to luxury crossovers. Every automaker needs a truck or an SUV – preferably midsized – in their line up.

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