Long dominated by American manufacturers, the pickup truck segment has seen the Japanese steadily gaining market share over the past several years. At the 2006 Chicago Auto Show, Toyota announced a larger and more serious redesigned 2007 Toyota Tundra, sending shock waves through the industry. The new 2007 Tundra is direct competition for Ford’s best selling F-150, and is sure to hold its own against upcoming redesigns of the Chevrolet Silverado and the more upscale GMC Sierra. As these workhorses from both sides of the pond have gained in size, power, room, and creature comforts, they have become a staple in many households in addition to being used as work trucks by commercial businesses. With so much at stake, including pride and ego, the competition is getting fierce.

Staying ahead of the competition is crucial, especially with new models being introduced at a more rapid pace. Be assured that American manufacturers don’t want to be outdone by the new Tundra and its 5.7-liter V8 with an expected 10,000-pound towing capacity, so look for more power and capability from the all-new Chevy Silverado and GMC Sierra. GM’s breadwinners will certainly offer a wide range of powertrains, from a V6 and two V8 engines to a stout turbodiesel in heavy-duty 2500- and 3500-series trucks. The most popular engine will likely be the 5.3-liter V8 with active fuel management and E85 capability. Expect the GMC Sierra to mirror the Silverado’s drivetrain and towing abilities, but bring “professional grade” styling and amenities to the table.

Retaining market share is not only important for profitability but also for bragging rights, so expect continued one-upmanship maneuvering from the truck manufacturers. The fight for dominance within the last domestic stronghold segment of the marketplace is a win-win situation for consumers resulting in better product, designs, functionality and workmanship. Let the competition begin!