It would be interesting to see the research data that DC used to figure out how they wanted to approach this project. Most companies are looking for a quick ROI (Return on Investment) which is normally a 1 year time frame. With the auto companies, my thinking is 5 years on ROI.
I guess my question is, who did they poll for what the customer was looking for in a new truck. Don't get me wrong, it is a very nice looking truck and I think as far as the class it is in, it will more than hold it's own. But as stated before how come DC did not come out with a 450 or 550 series? This question leads to another question, what are the 450 and 550 series designed for? I don't think they are for you average run of the mill pickup owner. Lets face it, a 3500 is a top of the line truck for most truck owners that do not have a business of their own. The 450 and 550 series are a serious step up across the board for certain functions and abilities. I think this would be where you cross over on the scale factor moving up to your larger commercial trucks. Not many guys with families or otherwise have a need for a 450 or 550 as a daily driver. A 3500 as a daily driver is pushing it, but with that said, there are those that can use one and do use one as a daily driver because of the nature of their work.
So now we look a DC and here lies the bottom line question, how much money do we want to invest to try and take market share in the 450 to 550 series trucks? Yes we hear allot of wants, and would like to have, from a few, but that few making the request, is it enough for us to invest a massive sum into a market that already has established leaders? What would we or could we offer that would swing the market our way? We already have a hard core following in the pickup market with a proven product that we are able to ratchet up in performance and looks for minimal cost for many years to come against the competitors. Do we really need to go to the 450 / 550 route?
I'm not associated with DC in any way, but my business training and background compels me to play devils advocate here. There is also the matter of certifying a new truck platform with Uncle Sam's Road Nazis other wise known at the Department of Transportation. What kind of emissions standards do we have to comply with. I think that is why Ford had to back off their big 7. 0 engine, because they could not make the Federal Clean Air Emission regs.
We all want bigger, better, bragging rights over the Ford and Chevy guys, and that is fine with me, but can anybody of moderated means and income afford a $65,000 truck to use as a daily driver
My bet is DC has asked these same question and in looking into their crystal ball of research and marketing data, have found the answer to be NO.
Food for thought. If some think I am wrong, then please step up and build one and see if (They Will Come).
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