American motorists will have to wait a couple more years before they can get their hands on the next-generation Ford F-Series pickup. But that didn’t matter much to Wall Street, investors driving up the maker’s stock following the unexpected unveiling of the maker’s Atlas Concept truck at the North American International Auto Show.
And for good reason. The F-Series has dominated the huge pickup segment for 36 years running. But it’s got a tough fight ahead if Ford hopes to maintain that lead. General Motors used the Detroit Auto Show to reveal its next-generation Chevrolet Silverado and GMC Sierra full-size trucks. And during the show’s opening ceremonies, the new 2013 Ram 1500 was named North American Truck of the Year by a panel of 50 U.S. and Canadian journalists.
Meanwhile, though they’ve repeatedly failed to crack the last key market segment dominated by Detroit, Japanese makers haven’t abandoned their own aspirations, Toyota and Nissan expected to make significant updates to their own trucks in the next few years.
“There is nothing more core to our business than trucks and we think we’re timing this very well,” Mark Reuss, GM’s president of North American operations, said during a media sneak peek at the Silverado and Sierra models last month.