Word: pickup
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...thousands of yuppies are hooked on such off-the-road vehicles as the Chevrolet S-10 Blazer (sales so far this year: 130,727), the American Motors Jeep (79,807) and the Ford Bronco II (91,651). The fastest-moving truck of all is the small pickup. The nine different models of the compact carrier will have combined sales of 1.1 million this year, more than twice as many as in the record year...
...Pickups have also developed a sporty, no-nonsense image. Larry Burrough, a Los Angeles newspaper editor who owns a four-wheel-drive Toyota, admits he some times feels "kind of strange pulling up to a nice restaurant with Rolls-Royces and Mercedes in the parking lot, and me in the pickup." But, he quickly adds, "nobody seems to mind." Says AMC Chairman Paul Tippett: "People are finding trucks a reasonable and sophisticated alternative to cars." The vehicles are particularly popular in Western states, where they are viewed as a fuel-efficient, inexpensive way to carry skis and surfboards...
...around 33-and about one-third of new owners between the ages of 20 and 30 are women. Joan Cheek, of Simi Valley, Calif., passed along her 1972 Oldsmobile Cutlass to her son, and now commutes to her job at a hospital in a 1984 Chevy S-10 pickup. Says she: "A lot of women are driving trucks now. It's the thing." Cheek finds her truck handy for carrying groceries and hauling tree trimmings to the dump. She plans to add a metal cap (average price: $270) to cover the open back of the truck so that...
...with passenger cars, U.S. manufacturers are fighting strong competition from the Japanese. The first of their compact pickups landed on the docks at Long Beach, Calif., some 35 years ago, but the Datsun never made it to the showroom floor. As legend has it, a driver noticed it on the carrier truck, followed it to the dealer and bought the pickup on the spot. By 1978, every one of the 489,508 compact pickups sold in the U.S. was made in Japan. But Detroit has roared back. General Motors and Ford, which had been importing Japanese vehicles to sell under...
...improve sales through low prices. Though they face a 25% import duty imposed in 1980, they are unfettered by the quotas that restrict the number of cars they can export to the U.S. A Mazda Sundowner B-2000 can be bought for $5,795. The lowest-cost American-made pickup is the Chevrolet...