The Past and Present of Cheap Pickups

Back in the 1960s, full-sized pickups were the cheapest cars on dealers' lots. The government, during that era, used to acquire the cheapest models available for their work vehicles. These trucks were stripped down to the bare essentials, lacking luxury features that were commonly found in more expensive vehicles. The procurement process was simple and straightforward, with a clear focus on cost-effectiveness.

Government Procurement in the 1960s

My work with the government in the early 1960s involved using trucks that were among the cheapest options available. The standard issue truck came without heating, which was a common complaint. In a nod to efficiency, the government soon realized that the expectation to work outdoors made heaters unnecessary for these trucks. By the mid-1960s, our fleet still consisted of six-cylinder engines and three-speed column shift transmissions, all painted in army green to conform to the aesthetic standards of the era.

Transition to More Advanced Models

During the 1970s, there was a shift towards more advanced and powerful vehicles. In 1978, our office received a new Dodge pickup, which featured a much more powerful V-8 engine and an automatic transmission. However, the transition was not without its challenges. The truck required manual steering due to the removal of power steering, and the steering wheel was smaller in diameter. Furthermore, the engine was heavy, making the truck difficult to steer.

The transition might seem minor, but it marked a significant shift. The manufacturer had to take extra steps to meet our very basic requirements. For example, the army green paint was a requirement, which could have been a standard color at the time. However, there were instances where the base model trucks were painted a different shade due to the manufacturer’s compliance with our preferences. The requirement for rubber floor mats also disappeared, and radios became standard, which were previously not allowed. Air conditioning was even introduced in these base model vehicles, which was a step away from the simpler days.

The Impact of Political Decisions and Market Forces

By the 1970s, the automotive industry landscape began to shift significantly. Increasing regulatory requirements and changing consumer preferences led to the introduction of more advanced features even in the base model vehicles. However, market forces and political decisions played a crucial role in this transformation. For instance, the Chicken Tax, a U.S. import tariff on light trucks, significantly increased the cost of imported vehicles. This price hike made it economically unfeasible for manufacturers to import light duty trucks.

The result was that American manufacturers began phasing out light duty trucks built on American soil. Consequently, the majority of the world's population that desires and purchases light duty trucks found themselves facing higher prices due to a lack of competition from imported models. This situation was further exacerbated by the oversized trucks now dominating the American market, which add an additional premium to the cost. These trucks are not only larger but also less fuel-efficient, which could have been avoided if there was fair competition and fair pricing.

Case Study: Ford and the Chicken Tax

One of the most notable examples of how these regulations impact the industry is Ford's attempt to import Brazilian-made transit vans with back windows and passenger seats. Initially, Ford intended to circumvent the Chicken Tax by having a third party remove these features at the port of entry. However, these attempts were unsuccessful, leading to charges of paying the tariff due to the Chicken Tax. This ironic situation highlights the complex relationship between politics, tariffs, and the automotive industry.

The Chicken Tax and its impact on the truck industry illustrate the intricate web of political decisions and market dynamics that shape the automotive landscape. Ford's attempt to circumvent the tariff and its subsequent failure underscores the importance of adhering to regulations and the potential consequences of non-compliance.

Conclusion

The evolution of base model pickups from simple, cost-effective vehicles to more advanced and expensive models reflects broader changes in the automotive industry. These changes are influenced by consumer demands, regulatory requirements, and political decisions. As the market continues to evolve, it will be interesting to see how these trends shape the future of the truck industry.