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Pickup truck love has America addicted, willing to sacrifice booze and coffee and …

Phoebe Wall Howard, Detroit Free Press on

Published in Automotive News

DETROIT -- Stephanie McRae leaned into the bed of her husband's 1997 Ford F-150 to slide in an enormous pellet smoker for her son on Father's Day, as grandson Kameron Runge watched.

"My husband is a delivery driver who works nights. He's sleeping right now," she explained in a Lowe's parking lot in Fort Gratiot Township, Mich. It was her second trip to Lowe's, having discovered the box wouldn't fit in her 2014 Chevy Equinox earlier Sunday.

Ah, yes. Another pickup truck saves the day.

This is why America loves its pickup trucks.

So while it may be no surprise that people love their trucks, Ford Motor Company commissioned an online Great American Truck Survey of 2,000 owners to find out just how much people love their trucks.

The company is preparing to reveal to the world a redesigned 2021 Ford F-150 on Thursday. Ford has dominated pickup sales since the beginning of time. Still, the Chevy Silverado and Dodge Ram trucks have been in aggressive pursuit.

 

Now the so-called truck wars, which drive the biggest profits for Ford, General Motors and Fiat Chrysler Automobiles, are showing no sign of slowing. The F-Series dominates. It is commonly known as the Golden Goose for Ford, because the multibillion-dollar truck franchise within Ford North America generates revenue comparable to that at Facebook, Nike and Coca-Cola.

Booze, Sex

For millions of truck owners, the vehicles are as important to life as air and water.

People surveyed revealed that instead of giving up their truck for a year:

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