The idea of the "end" is absurd, but that does not mean that market share might drop. Various types of vehicles go in and out of fashion over time. That is not the same thing as the headline by a long shot. Example from the past, custom cargo vans were all the rage in the 1970's and dont exist at all in todays market, but the Econoline and Express/Savanna are not out of production, just way back to the original business-only use. Pickups could do the same in a very worst-case, but will never go away entirely. The big problem for GM, Ford and Fiatsler is that pickup sales still are a too big percentage of sales and profits, if the pickup becomes no longer fashionable for personal transportation. Ford has great product in the Taurus/Fusion/Focus/Fiesta(maybe) lines, but profit margins maybe not so much. I guess Im alone in saying that killing the Ranger for our market and offer a turbo V-6 F-150 as the only entry-level choice is a long-term mistake. Not all of those buyers will go for the big truck or buy a Focus instead, which is what Ford management thinks.