While the 2010s brought many popular pickups to the market, not every truck found success on the sales floor. Some models struggled to meet consumer expectations, whether due to design choices, performance issues, or simply tough competition. We’re looking at 15 pickup trucks from the 2010s that didn’t quite hit the mark in sales, exploring what held them back and why they failed to win over buyers.
Contents
Honda Ridgeline (2010-2015)
Honda’s Ridgeline, despite its reliability, never quite appealed to traditional truck enthusiasts. Its unibody design was innovative but strayed too far from the rugged, body-on-frame construction typical of pickups. Buyers found it lacking in off-road capabilities and towing strength, essential traits for many truck owners. Additionally, its design resembled a crossover more than a full-fledged truck, further alienating its target market.
Nissan Titan (2010-2019)
The Nissan Titan struggled to capture attention in a segment dominated by American heavyweights like Ford and Chevrolet. It offered fewer engine choices than its rivals, limiting versatility for buyers with different needs. Competing against trucks with extensive updates, the Titan’s features quickly felt outdated. Adding to the challenge, Nissan’s smaller dealership network limited its reach compared to its rivals. These factors combined to keep its sales low throughout the 2010s.
Chevrolet Colorado (2010-2012)
Before its major redesign in 2015, the Chevrolet Colorado faced dwindling interest from buyers. Its outdated design and lack of modern amenities were a hard sell in a market expecting more. In terms of performance, it lagged in both towing and payload capacities, disappointing those looking for power. Competitors with newer technology and better performance outshined it easily. The Colorado’s low sales ultimately underscored the need for a more compelling mid-size truck.
Suzuki Equator (2010-2013)
The Suzuki Equator, essentially a rebadged Nissan Frontier, never found its footing in the U.S. market. Its limited distribution network and Suzuki’s low recognition in the truck segment hindered its reach. Although it shared Frontier’s reliability, it offered no unique features to draw in buyers. Compounding its struggles, Suzuki exited the U.S. market in 2013, ending the Equator’s brief run. The truck quickly faded from the spotlight due to low consumer interest.
Ford Ranger (2011)
Ford pulled the Ranger from the North American market in 2011 after years of declining sales. Despite a dedicated fan base, it had become outdated, especially when compared to its competitors’ offerings. Ford opted to focus on its popular F-Series, which provided better power and versatility. Interestingly, the Ranger was reintroduced in 2019 with an entirely new design. Its absence in the 2010s, however, limited its impact during that decade.
GMC Canyon (2010-2012)
The GMC Canyon, like its sibling the Colorado, struggled to stay relevant due to its outdated design. With fewer engine options and weaker performance than competing mid-size trucks, it couldn’t hold its ground. Lacking the modern features buyers sought, its appeal dwindled over the years. By the time it was revamped in 2015, sales had already fallen significantly. Ultimately, the Canyon’s early 2010s models were left in the dust by more appealing trucks.
Lincoln Mark LT (2010-2014, Mexico)
Lincoln’s Mark LT, a luxury truck, didn’t resonate with buyers in Mexico, where it was sold exclusively in the early 2010s. Its high price was a major deterrent, as it lacked significant utility enhancements to justify the cost. Many buyers found it too similar to the Ford F-150, which offered better versatility. The luxury-focused design conflicted with practical truck needs, leaving it in an awkward position. Ford ultimately absorbed the luxury truck market with its own high-end trims, ending the Mark LT’s run.
Mazda BT-50 (International, 2011-2019)
Mazda’s BT-50, though sold internationally, struggled to gain traction in markets dominated by rugged pickups like the Toyota Hilux. Its unusual, car-like design didn’t appeal to traditional truck enthusiasts, who preferred a more rugged look. With minimal updates, it couldn’t keep up with evolving buyer demands for performance and durability. Mazda eventually collaborated with Isuzu to revamp the model, acknowledging the BT-50’s missteps. Until then, it remained a hard sell in the competitive international truck market.
Isuzu D-Max (2010-2019, Limited Success in Certain Markets)
While reliable and popular in Asia, the Isuzu D-Max faced lukewarm reception in regions like Europe. Its no-frills approach, while appreciated for durability, fell short for buyers who wanted comfort and advanced technology. Lacking off-road capabilities compared to similar models, it didn’t fulfill the demands of all truck enthusiasts. Despite solid performance in its core markets, the D-Max struggled elsewhere. As a result, it saw limited success beyond Asia.
Toyota Tundra (2010-2019, Japan)
In Japan, where narrow roads and high fuel costs make full-sized trucks impractical, the Toyota Tundra struggled to find a niche. Although widely successful in the U.S., the Tundra was too large for many Japanese buyers. Toyota instead focused on smaller vehicles for the Japanese market. Despite its strong reliability, it wasn’t compatible with the needs of Japanese consumers. Sales remained low, highlighting the Tundra’s regional limitations.
Volkswagen Amarok (2010-2019, U.S. Absence)
Volkswagen’s Amarok performed well in Europe and Latin America but missed the opportunity in the U.S. market. Without a U.S. presence, VW couldn’t tap into the world’s largest pickup market, where competitors thrived. The Amarok’s features suited European buyers, but it lacked the heavy-duty options American buyers expected. This absence left VW without a foothold in the lucrative U.S. truck market. Consequently, the Amarok missed out on substantial potential sales.
SsangYong Musso (2010-2019, Limited Global Success)
South Korea’s SsangYong Musso faced challenges breaking into international markets. Its unconventional design didn’t align with global buyers’ tastes, who favored more rugged aesthetics. In addition, SsangYong’s limited global distribution network made it hard to reach new buyers. Competing against established brands, the Musso struggled to attract interest. It remains a niche model in limited markets today.
Fiat Fullback (2016-2019)
Fiat’s Fullback, a rebadged Mitsubishi L200, failed to establish itself in Europe and the Middle East. It lacked differentiation, offering little that set it apart from the L200, which already had a strong following. Fiat’s limited experience in the pickup segment left it at a disadvantage against established brands. Sales were poor, leading to its quiet discontinuation. Ultimately, the Fullback didn’t provide buyers with compelling reasons to choose it.
Renault Alaskan (2017-2019)
Renault’s late entry into the pickup market with the Alaskan didn’t yield the success the brand anticipated. Although based on the Nissan Navara, it lacked Renault’s brand recognition among truck buyers. Renault’s reputation for passenger vehicles didn’t easily transfer to the rugged truck segment. After weak sales, the Alaskan was pulled from some markets. Renault’s limited pickup experience contributed to its lukewarm reception.
Tata Xenon (2010-2019)
Tata Motors’ attempt to break into the global market with the Xenon fell short. Its basic design and limited features failed to attract international buyers accustomed to more advanced options. Tata’s low brand recognition in key markets was another obstacle. Buyers often preferred established brands over Xenon’s budget-friendly appeal. Tata’s limited success highlights the challenges of competing with global giants in the truck industry.
Mitsubishi Triton (2010-2019, Limited U.S. Success)
Mitsubishi’s Triton enjoyed popularity in parts of Asia and Australia but struggled in the U.S. market. Its smaller size and modest power made it a poor fit for American buyers seeking more powerful trucks. Despite solid sales in other regions, it couldn’t gain traction in North America. Mitsubishi ultimately focused on other markets where the Triton was better suited. Its limited U.S. success highlights the importance of understanding regional preferences.
This article originally appeared in MyCarMakesNoise.
More from MyCarMakesNoise
20 Game-Changing Technologies Shaping Commercial Aviation
Commercial aviation is evolving rapidly, thanks to groundbreaking technologies that are transforming the industry. From sustainable fuels to advanced air traffic management, these innovations are making air travel safer, more efficient, and environmentally friendly. Read More.
7 Motorhomes That Didn’t Measure Up to Expectations
Sometimes, even the most promising motorhomes don’t live up to the excitement. Whether it’s a lack of features, unexpected issues, or simply not delivering on the luxury promised, not every motorhome is a hit. Read More.
14 Iconic Ford Trucks and How They’ve Evolved Over Time
Ford has a long history of producing some of the most iconic and influential trucks in the automotive world. From the rugged workhorses of the early 20th century to today’s advanced, high-performance models, Ford trucks have continually evolved to meet the changing needs of drivers. Read More.
