Rural America's go-to workhorse on wheels is experiencing a cultural transformation
Long gone are the days when pickups were considered nothing more than tools for hauling jet skis and motorcycles. The go-to workhorse on wheels, which dates back as early as 1913 with a hauling box affixed to a Ford Model T, has undergone a number of major transformations since its inception. In recent years, however, the pickup has seen an even more transformative evolution.
It’s a trend that’s currently being spotlighted at the 2018 New York International Auto Show, as carmakers stretch the idea of the pickup in new and exciting ways. In fact, the notion that a carmaker would even decide to unveil one of the vehicles in a trendsetting metropolis like NYC in this era of high-tech mobility is, in itself, a good indication of how companies are hoping to broaden the appeal of the vehicles.
One of the most intriguing examples of that shift in thinking at the NY Auto Show is the Volkswagen Atlas Tanoak Concept. Named after a species of tree that is native to the Pacific Coast in the U.S., the Atlas Tanoak is based on Volkswagen’s MQB architecture, a design and engineering platform that is already being used by the carmaker.
The sporty VW is powered by a 276-horsepower V6 engine and features the same 4Motion all-wheel-drive system, which won Playboy over during a Volkswagen excursion in the icy terrains of Canada’s Northwest Territories. And yet one of the most interesting things about the Tanoak is that the hot-looking pickup, bearing the VW badge, already appears to be road ready.
Mark Gillies, VW’s senior manager of product communications, tells Playboy the carmaker doesn’t currently have plans to build a production model of the Atlas Tanoak, but that it is certainly interested in gauging interest in the pickup. “The main issue would be whether you can make a business case and what the market for such a truck might be,” says Gillies when asked about the likelihood of a production model. If Volkswagen did decide to build the Tanoak, it would mark be the first time the carmaker has offered a pickup in the U.S. since the mid-1980s.
GMC, on the other hand, has built upon more than 100 years of truck experience in the U.S. to craft the new 2019 Sierra Denali, which is also making its official show debut in New York. In addition to new capability features, the new Sierra Denali is also packed with a number of groundbreaking technologies. For example, the pickup now features a new Trailering App, which includes a pre-departure checklist, maintenance reminders and trailer electrical diagnostics.
Stu Pierce, senior marketing manager for GMC’s full-size pickups, says the goal with the new Sierra Denali was to substantially improve the comfort, refinement and technology of a luxury vehicle, while improving the core things that appeal to traditional truck buyers.
The vehicle, long known as man’s trusty workhorse, might soon be worthy of the kind of premium valet parking spots typically afforded to supercars.
“GMC is bringing even more innovations and advanced technologies to the premium pickup space to further expand on capability and on the driving experience,” says Pierce. “Exclusive features like our MultiPro tailgate enhance capability with six unique positions, while features like adaptive ride control make spending time in a new Sierra Denali more comfortable than ever.”
The new 2019 Ram 1500, which we recently had a chance to test drive at Playboy, is also packed with a number of new features aimed at making the pickup more appealing, even if trucks aren’t your thing. The one drawing the much buzz is a new 12-inch fully configurable touchscreen display, which ranks as one of the largest among any vehicles on the market. The latest Ram also features a 900-watt Harman Kardon audio system with 19 speakers, one of the most powerful in a pickup, and the debut of the all-new SiriusXM with 360L. The SiriusXM satellite feature enables users to pick from content recommendations the system makes on the touch screen, based on users listening preferences.
In the more top-of-the-line Ram Laramie Longhorn edition, those tech features are accompanied with a slew of premium elements like wood surfaces and a hand-wrapped, 100 percent full-grain leather-wrapped dashboard, details you’re more accustomed to seeing in higher-end luxury vehicles.
Ryan Nagode, chief interior designer of the new Ram, says the goal was to give customers an upscale, high-quality experience in every trim level. “We focused on every detail, big and small…elegant accent stitching, warm chrome with brushed-nickel metal, real barn wood accents, real aluminum and ambient lighting that warms that cabin.”
Chevrolet, which is in the midst of celebrating 100 years of building trucks, has been showing off its “next-gen” approach to pickups with the all-new Silverado, first unveiled at the 2018 North American International Auto Show in January. The latest reiteration of the Chevy truck sports a number of new premium features, including a class-exclusive power up/down tailgate that can be operated from the key fob, interior button or by hand. Other carmakers like Nissan, Ford and Toyota have been pushing to add more premium elements in their pickups as well.
One of the most highly anticipated pickups is a forthcoming model based on the new Jeep Wrangler. The truck, set to debut in 2019, will mark the first time in nearly 25 years that the iconic American nameplate has offered a production version of a Jeep with an open cargo box. Rumor has it the new Wrangler-based pickup, which could mark the resurrection of the Jeep Scrambler name, could also be offered with a diesel and mild hybrid model as well.
There’s also speculation that Mercedes-Benz might introduce a model of its European based X-Class pickup in the states. Even Tesla appears to be gearing up to introduce a boxed-bed hauler bearing its popular badge in the near future. It all is a sure sign that the vehicle, long known as man’s trusty workhorse, might soon be worthy of the kind of premium valet parking spots typically afforded to supercars and high-end exotics.