The Pickup Truck Gets a New Identity

Pickups and 4x4s are developing a new identity. Pickups used to be cargo haulers but are now being referred to as ‘air haulers’ because these days most of them only ever carry groceries. Meanwhile most 4x4s are never driven off road.

These work vehicles have become family vehicles, and with this change in identity is coming a change in appearance, particularly the grilles. The people now buying Jeeps and pickups want the individualistic body styling they had on their cars – they want personalization.

The motor manufacturers are currently developing the next generation of pickups and these will feature more interesting body styles. Elsewhere the aftermarket industry is offering more customization accessories than ever before. The once wild 4×4 and the rugged pickup are becoming domesticated. Read more…

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