Toyota Pickup Review From 1972 – Are We Better Off?
Google’s “book search” utility is really incredible. While trying to find out when Toyota officially switched to double-walled pickup beds (answer: 1984?) I found a Popular Mechanics Toyota Pickup review from 1972.
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There are a lot of interesting tidbits in this article (you can read the entire thing here), but here are some of the things that stuck out:
1. The compact truck market hasn’t grown much in 39 years. The Popular Mechanics article mentions that 200,000 trucks were projected to be sold in 1972. That’s only about 40% less than the number of compact trucks sold in 2010 (sales figures from PickupTrucks.com). To put that number in perspective, consider this: In 1972, light trucks (which included both full-size and compact trucks) represented 9.8% of all vehicle sales. By 2008, they were right about 50% of all vehicle sales. That’s a 500% increase in truck sales over the last 40 years (or so).
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While a lot of that growth must be attributed to the popularity of SUVs, the data helps explain why Ford is canceling the Ranger, doesn’t it? Compact trucks aren’t nearly as popular with consumers as SUVs or larger pickups – probably because compact pickups cost nearly as much as full-size trucks.
2. Gas mileage has gotten worse?! I had to read this sentence twice just to make sure:
As for gas economy, expect 19 to 25 mpg overall.
Anyone want to explain that one to me? A truck built in 1972 gets nearly as good of gas mileage as a 2011 Tacoma 4 cylinder (21 city, 25 hwy), despite being 39 years older, lacking electronic engine controls, etc? Perhaps the reason has something to do with…
3. Modern trucks have gotten heavy. Check out the comparison specs below:
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A new 2011 Regular cab Tacoma 2WD 4 cylinder weighs about 3,250 lbs…which means that Toyota’s small pickup has gained 20 lbs every year for the last 39 years. While the new trucks have a lot more “stuff” – air bags, power steering, air conditioning, etc. – it would be nice to get back to the days of a light little truck, wouldn’t it?
Imagine if the new 2011 Tacoma managed to lose 800 lbs…the 159hp 2.7L 4-cylinder would be a rocket engine compared to the circa-1972 120 cube 4 cylinder with 97 hp. People wouldn’t opt for the V6 nearly as often, and it’s not unreasonable to think a new truck with a modern engine could hit 30mpg if it could somehow lose weight.
4. Truck prices have increased 43% since 1972, adjusted for inflation. According to the inflation calculator, a $2,222 1972 Hilux would cost $11,268 in 2009. Yet a 2009 Tacoma 4 cylinder regular cab had a base MSRP of $15,170. Doing the math, that’s a 43% price increase.
5. Ford has a history of making under-powered pickups. Check out the horsepower rating on a 72′ Ford Courier…how did they justify selling a truck with significantly less power than all of their rivals while charging top dollar?
Remember the 1999-2007 Ford F150 and the 5.4L? That truck was never powerful when compared to it’s rivals…must be a pattern at Ford. (OK, that was a dig for comedic effect.)
Are We Better Off?
New trucks have more power and more features, but they’re heavier, barely more fuel efficient, and 43% more expensive. Are we better off? Probably. It’s hard to put a dollar value on the added safety and convenience of a modern pickup compared to a 1972 Hilux – especially if (God forbid) you get in an accident. Still, the curmudgeon in me says:
- Federal mandates regarding crash safety and emissions are partially to blame for increased expenses and weight gain. How many of these federal rules do we really need?
- Our society has gotten soft. I’m willing to drive a pickup with crank windows and no A/C all day long, but I’m not willing to forgo power steering, power brakes, or a nice stereo. I’m part of the problem I guess.
- When will we have enough engine power? I’m the first guy to argue for more powerful engines, but when do we say “enough is enough?” A 1972 pickup had less than 100 hp, yet people used them in many of the same ways we use our trucks today. If 97 horsepower was enough to get the job done back in 1972, why do we need a 236 horsepower truck today?
What do you think – are we better off?
I am not convinced we are better off at all. A man used to be able to buy a simple, light-duty truck to meet his needs.
Automakers have a maddening desire to “grow” existing models into ever more costly, powerful, heavy, and complex machines. Arrghhh!
It’s our own fault for being fat, lazy, stupid, and amenable to marketing about who has the biggest (uhhhhh) horsepower rating. We, collectively, deserve the trucks we get.
Sure would like to see Hyundai or someone built a small, light truck at a decent pricepoint. I don’t think Mahindra was the Saviour of Small Truck or anything, but it would have put pressure on the other makers if there was enough of a market for it.
frater mus – I certainly see your point of view and agree wholeheartedly that the never ending quest for size and power is ultimately detrimental. How much better would a Tacoma be if it was 500lbs lighter? Give me a 4cylinder stick with a little bit more payload and I’d put it up against a much bigger truck for most day-to-day use.
I was also hoping that the Mahindra Pik-Up would put pressure on automakers to start building diesel pickups that aren’t as big as a 74′ Eldorado. Sadly, I think that Mahindra isn’t coming.
Finally, took a peak at your site and I have to say that you have a great domain name. If only I had been smart enough to register something cool like that back in the day!
Thanks very much for commenting.