Interiors Are the Next Battleground in the Pickup Truck Wars
This is obviously not a Ram Truck site, and you all aren’t likely Ram fans the way you are Ford fans. But my point is that we’re reaching a point where truck capability is similar across all the manufacturers. So-called “half-ton” trucks have the capability of the heavy duty trucks of not that long ago. Aside from the badge on the hood, how do you differentiate yourself from the competition?
That’ll be the interior. We spend a lot of time in our trucks, and the more comfortable we are the more time we’ll enjoy spending in that truck.
I’m also not just referring to the high-end trucks with seat massagers and stuff. No, for a truck manufacturer to truly make good interiors, they have to make comfortable and functional work-truck trim interiors. The trucks that you and I buy every day should be nice, even if we don’t spring for all the expensive options.
Truck makers are aware of this and are focusing on the interior experience. Obviously I like the new F-150’s base interior, and the new Ram’s looks promising. Nissan puts their NASA-inspired “Zero Gravity” seats in the Titan, which are genuinely good on your back and a simple but elegant solution to seat comfort.
Yes, a truck needs to get the job done first and foremost. It’s a tool. But as trucks become more and more capable, manufacturers are focusing on new was to innovate and differentiate. That’ll most likely be inside the cab.
