I know what you’re thinking: how could third-row SUVs, many of which feature one-piece construction, possibly compete with full-size trucks? trucks? The truth is, most truck buyers don’t need a truck. If you want one, it’s easy to justify buying a modern half-ton SUV over a full-frame two-row SUV. But the increasingly popular third-row crossover offers features a traditional SUV doesn’t, and it’s harder to justify trading one for a pickup.
The four-door pickup is a decent replacement for a full-frame two-row SUV
What do you think when you see a full-size truck flying down the road? If you are not a truck person, you can see it as a symbol of excess. But in truth, it may not be as excessive as it seems.
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American drivers have gotten used to full-frame SUVs. Examples range from the Chevy Tahoe to the Toyota 4Runner to the Jeep Wrangler. Many of these heavy-duty vehicles actually ride on a chassis and powertrain shared with a pickup truck. Some don’t even offer a third row of seats. Trading one for a truck doesn’t require sacrificing much functionality.
Many modern full-size trucks get over 20 MPG and feature comfortable interiors with modern infotainment systems. They sure are heavy and a bit tougher than a unibody crossover. But throw a tonneau cover over the bed and you basically have a full frame two-row SUV with a very large trunk. This may be why pickup trucks have become such popular daily drivers in recent years.
Third-row SUV offers functionality pickup trucks don’t
A new class of vehicles is steadily claiming a large share of the market: third-row crossovers. These include the Toyota Highlander, Subaru Ascent, and Honda Pilot. Even the Grand Cherokee and all Land Rovers are technically crossover SUVs.
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The difference between a crossover and a true SUV is how they’re built. Crossovers don’t have a full frame under your body because your body is the frame. The suspension and powertrain are attached to a reinforced body called a monocoque.
This form of vehicle construction was once limited to light automobiles. But as engineering and manufacturing advance, it is possible to build larger and larger unibody vehicles. To see how modern unibody crossovers stack up against more traditional full-frame SUVs, check out the Highlander vs. Sequoia in the following table:
| 2022 Toyota Highlander Crossover (hybrid) | 2023 Toyota Sequoia SUV (Hybrid) | |
| Seating | 6-7 | 7-8 |
| cargo space | 84.3 cubic feet | 86.9 cubic feet |
| Gasoline engine | 2.5 liter i4 | 3.4-litre twin-turbo V6 |
| Weight | 4,465 pounds | 6,030 pounds |
| Fuel Efficiency (AWD/4WD) | 20 mpg city/28 highway (23 combined) | 19 city/22 highway mpg (20 combined) |
| 0-60MPH | 8.4 seconds | 6.0 seconds (estimated by MotorTrend) |
| trailer classification | 3,500 pounds | 9,520 pounds |
| MSRP | $35,855 | $58,300 |
The rise of the monocoque
Take a look at the bottom line of that table comparing the Highlander crossover and Sequoia SUV: The Highlander costs more than $20,000 less. That’s the price of a complete Corolla. At the same time, the Highlander can accommodate as much cargo and almost as many passengers as the Sequoia. It’s no surprise that the third-row crossover segment is growing rapidly.
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So what does this mean for full-size pickup truck sales? Well, if the third-row crossover replaces most full-frame SUVs, it’s going to be that much harder to justify trading one for a pickup. Sure, you could find a van with two bench seats that can technically fit six passengers. But if your family is used to three rows of seats, cramming everyone into two bench seats is a recipe for a fight that lasts the entire trip.
My colleague Eric Boman reported that according to a recent study in unit, 75% of truck owners only really need their truck for one job a year or less. The case for buying that truck may have been easy enough during the SUV era, but it’s going to be a hard sell during the crossover era.
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