Has the U.S. reached peak pickup? It's a question on the minds of industry executives and dealers as sales plateau and automakers — specifically the Detroit 3 — expand or update their pickup offerings to keep hauling in big profits. One Wall Street analyst raised the issue during recent earnings calls with General Motors and Ford Motor Co., which get a significant portion of their income from pickups.
"GM and other OEMs are feasting on strong demand for trucks and SUVs," Morgan Stanley's Adam Jonas said in a note to investors last week projecting that GM's profits would decline in the next three years by roughly a third. "We don't think this will last."
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