Key Takeaways

  • The small truck market is experiencing a boom, with new entrants like Rio Industries and Slate directly challenging established players like the Ford Maverick. Jordi Hays noted, “This is maybe the year of the small truck.”
  • Rio Industries is shaking things up by launching a gas-powered truck starting at $21,500, sharply undercutting electric rivals like the Slate.
  • Despite what customers think they want, two-door trucks consistently fail. John Coogan pointed out, “Every two-door truck has failed. There are no successful two-door trucks.”
  • Customization matters, but execution is key. Slate's "very janky" online customization software highlights how a bad user experience can kill a good idea.
  • Established players like Ford are reacting fast, planning a $30,000 electric pickup with four doors and more standard features, signaling intense competition in this growing segment.

The Small Truck's Unexpected Resurgence

Jordi Hays declared this “maybe the year of the small truck,” and he's not wrong. The market is buzzing with activity. New players like Rio Industries are jumping in, not by out-innovating on cutting-edge tech, but by going old school with a sharp pricing strategy. Rio is launching a four-cylinder gas engine truck at just $21,500. This isn't just a new model, it's a direct shot across the bow of electric challengers like the Slate.

Think about that: a brand-new vehicle, purpose-built, coming in nearly $10,000 under what many expect for a basic EV pickup. This move reveals a deep understanding of a segment the Fords and Teslas of the world might be overlooking: the builder who needs a workhorse without the EV premium or range anxiety. Rio Industries isn't trying to capture the future; they're capturing today's practical buyer, directly undercutting competitors with an aggressive price point that makes the market impossible to ignore.

The Four-Door Truth and Customization's Trap

It turns out customers lie, or at least, their stated preferences don't always match their buying habits. While some people might romanticize the look of a classic two-door pickup, John Coogan dropped a truth bomb: "Every two-door truck has failed. There are no successful two-door trucks." This isn't about design; it's about utility. People buy trucks to use them, which almost always means needing that extra set of doors for crew, gear, or family. Any founder building a physical product, or even a service, needs to pay attention here. What your users say they want in a survey might be different from what they actually open their wallet for.

This market also shows the double-edged sword of customization. The Slate Truck is trying to appeal to buyers through personalization, but as Jordi Hays observed, “My only thing with the slate is like... the actual customization software on the website is like very janky.” Offering choices is good. Making the process a chore, or simply bad, is worse than offering no customization at all. A clunky online experience signals a lack of polish, something customers won't forgive when spending tens of thousands of dollars.

Ford's Fierce Response

The incumbent giants aren't sleeping on this. Ford, already a dominant force, is preparing its own counter-punch. John Coogan confirmed Ford's plan: “Ford is doing a $30,000 electric pickup truck next year. It'll have four doors, probably longer range, faster charging, and it'll definitely have more like power windows, default speakers, standard.” This isn't just Ford playing catch-up; it's a statement.

They're watching the sub-$30k market heat up, and they're ready to bring their scale and expertise to bear. For new entrants, this means the window of opportunity is tight. You need to capture market share and prove your value before the big guys swoop in with their versions, often at competitive prices and with the built-in trust of a legacy brand.

What to Do With This

Founders, don't just chase the next shiny object. Go deep on understanding actual customer behavior. This week, pick one key feature you're considering for your product or service. Instead of surveying users on whether they 'want' it, identify the specific problem it solves and watch how people currently hack solutions or avoid the problem altogether. Is your 'two-door truck' feature something customers say they like but would never pay for? Then, look at your pricing strategy. Are you creating a compelling, undeniable value proposition like Rio's $21,500 gas truck, or are you just adding features? Finally, ruthlessly audit your user experience on core paths. If your signup flow or key customization step is 'janky' like Slate's, fix it immediately, because perceived quality impacts willingness to pay.