America builds trucks

Published: Monday, January 26, 2026 at 10:11 am

American Automakers Focus on Trucks, Leaving Consumers Seeking Affordable Options

The American automotive landscape is undergoing a significant shift, with a growing disconnect between what consumers desire and what automakers are producing. While President Trump recently expressed interest in bringing smaller, more affordable vehicles to the U.S., the reality is that the industry is heavily focused on larger trucks and SUVs.

The trend towards larger vehicles is driven by a combination of factors. A loophole in fuel economy regulations, established in 2007, ties fuel efficiency targets to vehicle size, incentivizing automakers to build bigger vehicles with less stringent requirements. This, coupled with higher profit margins on trucks and SUVs, has pushed the industry towards supersizing.

The consequences are evident. Average new car prices have soared, and consumers are increasingly turning to used vehicles or holding onto their aging cars. While compact SUVs are gaining popularity, the market for truly affordable small cars has largely disappeared. Ford, for example, sells only one car in the U.S., the Mustang, while Chevrolet has retreated to the Corvette.

The potential for affordable small vehicles exists. Japanese kei cars, for instance, offer a low-cost option, but they don't meet U.S. safety standards. Adding these features would increase the price, diminishing their affordability advantage. Despite these challenges, there is a clear demand for smaller vehicles. Kei trucks are being individually imported, and some startups are attempting to fill the gap with electric trucks. However, major automakers have shown little interest in the low-margin small vehicle market, especially with relaxed regulatory pressure.

BNN's Perspective: The current situation presents a complex challenge. While the market clearly favors larger vehicles, the rising cost of new cars and the demand for smaller, more fuel-efficient options suggest a need for a more balanced approach. Policymakers and automakers must consider how to address the affordability gap while also meeting consumer needs and environmental goals. Finding a sustainable path forward will require a delicate balance of regulation, innovation, and market forces.

Keywords: American trucks, fuel economy regulations, car prices, affordable cars, kei cars, SUVs, automakers, consumer demand, electric trucks, vehicle size, automotive industry

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