Why the pick-up truck is trending in the UAE

Not many decades ago, the four-door sedan was the most popular road-going mode of transportation amongst the masses. Cars like the Toyota Corolla and Honda Civic were permanent fixtures of the streetscape, globally. Then the SUV came along. What was once relegated to estate- or desert-traversing duties, gradually gained popularity and was appreciated for its added space and luggage-hauling capabilities. And now, every household prefers one or one of its less-abled cousin, the crossover.

Yet another trend emerging in the Middle East is the increasing sale of pickup trucks. But this is nothing new for other parts of the world. Across the oceans, in North America, pick-up trucks have been outselling global family favourites like the Toyota Camry and Honda Accord for years. We are just a little late to the party!

The intentions are contrasting, though. In the US and Canada, the rugged body-on-frame vehicles serve a wide variety of purposes, that include hauling large items that serve independent contractors who also double their work vehicle as a family conveyance.

The obvious selling point: In the Emirates, though, we’ve always had mid-size pick-up trucks. This great nation was built using several of these. And I know so because my dad used to drive one in the early ‘80s. But I’m not talking about these utilitarian vehicles. I’m talking about new-age full-size pick-up trucks that are driven mostly to trumpet the ‘Mine is bigger than yours’ slogan.

The interest for these exquisitely-styled behemoths make sense in glitzy cities like Dubai and Abu Dhabi, where the auto market is flooded with Mercs and Beemers, and there is a certain fatigue associated with German luxury brands. People turn to these pick-up trucks to highlight their presence or for a sense of identity.

Yes, of course, this stereotype is losing credibility. Just like its SUV brethren, the once-utilitarian brutish trucks have evolved to become high-fashion motoring strata. They aren’t purchased by heavy-duty-gloves and rubber-boot wearing blue collar workers, but by IT professionals, bankers, accountants…and the privileged kids, of course.

On offer: At the leading edge of this multi-brand catalogue, is what I call the ‘triple threat’ — the oh-so-popular Ford F-150, the Chevrolet Silverado (and its rebadged sibling GMC) and the RAM from FCA. These are full-size pick-up trucks that, when equipped with a “supercab” with the 8ft feet cargo box, can reach lengths of 20 feet.

Another reason for their popularity is that they aren’t as expensive as one may imagine. The cheapest ones start at around Dh100,000. But these are bare-boned single cab vehicles that seat two, with plastic interiors and single-colour multimedia screens smaller than your cell phone. Climb higher up the price bracket and you’d be astonished. Once you get aboard the latest generation of RAM trucks in their ‘limited’ trim with dual-tone plush leather surfaces, 12-inch infotainment screen and array of luxury features, you would have a hard time convincing yourself that this is a pick-up truck and not some S-Class rival. The top trims of the Silverado and F-150 are just as fetching.

And it is not just the internal niceties. Trucks they may be, but they have been given the aesthetic and aerodynamic treatments to help them rival any of the posh SUVs in the market.

Practicality with a capital ‘P’: So, let’s imagine that you do plan on buying one of these trucks for reasons other than showmanship, do they actually work as a work or family vehicle? And the answer is a resounding yes! These trucks come with variety of box lengths, and if you equip them properly, you can haul a variety of goods, furniture, etc.