Scott Burgess

Buyers win in truck wars

MILFORD -- The best lawyers never ask a question in court that they don't know the answer to and truck makers never create a competition in which they don't know the winner.

General Motors Corp. fired the latest salvo in the 2007 Truck Wars at its Milford Proving Grounds on Wednesday, touting the abilities of its fresh 2007 Chevrolet Silverado and GMC Sierra.

"There are very worthy competitors," said Troy Clarke, vice president of GM North America, "and we take their claims very seriously, but overall, we think we have the best trucks."

Nothing wrong with confidence.

I've done a fair share of real-world driving in the Chevy Silverado and GMC Sierra and can unequivocally say they are excellent pickups.

After a day at the proving grounds, comparing GM trucks against its competitors, I might even be ready to hand out a crown, but somehow, I feel neutral turf might be more appropriate in these wars.

What Wednesday's display really demonstrated was that full-size truck buyers have never had it so good.

After hopping in and out of Nissan's Titan, Ford's F-150 and Super Duty trucks, Toyota's Tundra, Dodge's Ram and GM's full-size and heavy-duty trucks, all I can say is the choices are nearly limitless.

Competition may bring out brand propaganda and qualified "best-in-class" statements from every truck maker, but it also brings out the best trucks.

If consumers can't find a truck that fits their needs, they are probably not looking hard enough. No other segment with so few basic models offers the variety found in the full-size truck segment.

Yes, some people are moving away from pickups as gas prices climb and the housing market sputters. But pickups will be around a long time.

Sales in the full-size truck segment have dropped 3.5 percent through May, compared with the same period last year, according to Autodata. GM and Toyota, both with new models, have shown gains even as the overall market contracts.

For the more than 2 million customers who are expected to buy pickups this year, trucks are not simply vehicles that can be traded in for crossovers. These customers are not using them to get to work; many pickup owners are using them towork.

Those suburban pickup owners who wanted a full-size truck but didn't need one have already left the market, according to Paul Ballew, GM's executive director of market and industry analysis. The remaining group of buyers requires the utility of a truck.

"These consumers have a different set of needs," he said. "They can't simply trade it in for something else."

That group will grow in the coming years, Ballew said.

Meanwhile, truck makers will continue to vie for your dollars -- anyway they can.

A few weeks ago, Ford Motor Co. held its annual "Truth About Trucks" event for journalists. That day, Ford reigned. Its bolts are bigger, its frame is stronger, and its engine more powerful.

Toyota Motor Corp. has continued its "Prove It" campaign around the country -- visiting small towns and big cities to set up shop and talk about all of the advantages of its new Tundra. I would imagine there's a distinctively Toyota tilt.

Of course, not to be outdone, GM says it will continue to improve its pickups, not waiting for a mid-cycle refresh.

Gary White, vice president North America, said GM could start adding new six-speed transmissions to all of its trucks as early as the end of this year.

"We have them on the heavy duty trucks and the Denali, but we're going to keep working to get them on our more popular trucks as soon as we can," White said.

There is no rest for the battle-weary truck makers -- not in today's market.

While Ford and GM slug it out for the top-selling truck title (both lay claim to it through different definitions), the real winner is the truck buyer.

Scott Burgess is the auto critic for The Detroit News. He can be reached at (313) 223-3217 or sburgess@detnews.com.