Big pickups take center stage at Detroit Auto Show
With trucks' higher margins, new models may ease the strain on Ford and Dodge
06:26 PM CST on Saturday, January 12, 2008
By TERRY BOX / The Dallas Morning News
tbox@dallasnews.com
In an era of econo-cars and hybrids, two big pickups should dominate the Detroit auto show this week – the much-awaited 2009 Ford F-150 and '09 Dodge Ram.
Chrysler
The restyled Dodge Ram is one of the big introductions at this year's Detroit Auto Show. While all manufacturers are devoting more resources to smaller cars and alternative powertrains, full-size, working-class pickup trucks are still the most profitable vehicles in the auto industry.
As a result, when the high-profile North American International Auto Show opens today in Detroit for a three-day media preview, the F-150 and the Ram will likely be the most significant introductions at the show.
"Ford doesn't make much money on Focuses," said Tom Libby, senior director of industry analysis at J.D. Power and Associates. "Pickups are where Ford and Chrysler's money comes from, and this is a segment where they have to be competitive."
Other manufacturers, of course, will have major announcements of their own.
In one of the most important introductions for enthusiasts, Corvette will unveil the '09 Corvette ZR1 – an ultra-'Vette that's expected to cost at least $100,000 and will be equipped with a supercharged 620-horsepower V-8 that should propel the car to a top speed of more than 200 mph.
The ZR1 will feature exotic car components such as carbon-ceramic brake rotors, a carbon-fiber roof panel and hood, and a new, highly efficient supercharger.
"For some people, too much is never enough," said chief Corvette engineer Tadge Juechter, explaining the appeal of the new limited-production 'Vette.
In the same high-performance vein, Cadillac will show its '09 CTS-V sedan, which will get a version of the Corvette ZR1's 6.2-liter V-8 that in the V will produce 550 horsepower. The suspension on CTS-V will also be upgraded, making the car competitive with vehicles such as the BMW M5 and Mercedes-Benz E63, Cadillac officials say.
"The V-series takes the award-winning CTS sport sedan and elevates it to a position among the world's most exclusive and capable cars," said Jim Taylor, Cadillac general manager.
Unlike last year, when Toyota and Honda had major new-vehicle introductions, this will be a more heavily domestic show, with the big announcements coming from Ford, Chrysler Corp. and GM – although Toyota will introduce a crossover vehicle called the Venza on Monday.
Toyota also will show its A-BAT compact truck, a concept vehicle on a car platform that features a hybrid four-cylinder powertrain – Autoweek called it a "Prius pickup." Among its features: translucent solar panels in the top surface of the instrument panel capture sunlight and convert it to energy.
Also, Dodge, Chrysler and Jeep will display three hybrid concept vehicles, and General Motors Corp. will show a two-door, off-road-oriented Hummer concept powered by a V-6 engine. The Hummer HX appears to be about the size of a Jeep Wrangler.
F-150's makeover
Given the financial importance of big pickups to beleaguered domestic automakers, the massive Ram and F-150 are likely to stand above the other vehicles at the Detroit show, analysts say.
"We're in a bunch of whitewater right now," acknowledged Mark Fields, president of Ford Motor Co. "This [F-150] is the franchise. It's exciting but very scary working on the next generation of the F-150 because that's the family jewels."
Originally, Ford planned a fairly conservative revamping of the F-150, which should arrive at dealerships this fall.
"But we went back and decided that from 360 degrees – not just from the front and rear – it needed to look new," Mr. Fields sai