For every eight new vehicles sold in the U.S. in 2013, one of them was a full-size pickup truck. Of those pickup trucks sold, about 90% of them were built by Chrysler, Ford, and General Motors. At each of these companies, every full-size truck sold generates between $8,000 and $10,000 in gross profit, according to a report by financial services firm Morgan Stanley. That makes full-size pickup trucks critically important to the overall health of each automaker, and it helps to set the stage for what is proving to be a time of innovation and upheaval within the pickup truck segment.
2015 Ford F-150 photo courtesy of Ford Motor Company