Why people think there’s no Market for Single Cab Pickups and why Slate solves the issue with modern Pickups.

[Mac-Tyson]

Tim Kuniskis the CEO of Ram said the reason he didn’t offer their new Muscle Truck in the traditional Single Cab is because 3% of all Pickup Truck Sales in the US were single cab pickups. That’s roughly ~70,000 units for the Ford F-Series Single Cab XL/XLT, Chevy Silverado Single Cab WT, and GMC Sierra 1500/2500/3500 Single Cab.

But Slate won’t be competing for that 3% of sales. The cheapest single cab is nearly $40K. Slate will be by far the cheapest single cab with no rival in its market segment. What ever market it builds it will own. The fact that it is so expensive is partly what killed the Single Cab as well. You can’t comfortably own a Single Cab as a second vehicle for most people at that price range and at that price people expect more from their trucks.

Also as you can see from the options they are all bare bones work trucks that are begrudgingly being offered. The Slate Truck is the first Single Cab Pickup in a long time that has actual passion behind it. I can easily make the Slate Truck into a Street Truck. Ford doesn’t offer a Lobo trim for the Single Cab despite that being the traditional body style for street trucks.

finally the other aspect that people like Full Size over single cab is having actual locked storage. Which Slate solves with a Frunk. If you don’t need to tow the option of a Slate is a no brainer in the Single Cab market for Fleet and Personal Vehicles.

 

[Revenant89]

I love how they blame low single cab sales.. but you can't even find one on a lot 99% of the time. If they actually offered them and offered the same discounts they give the crew cabs I bet they would sell just fine.

 

[GaRailroader]

Back in the eighties and nineties, a single cab pick-up was an alternative to a cheap economy car. I think the car manufacturers realized they are only going to sell x number of vehicles so it was a good opportunity to move the segment up market to increase margins. Remember how many of the single cab pick-ups were sold without rear bumpers. I remember that Mazda put (2) rubber bumpers directly on the body panel where you would see the bumper and made the lower part of the bed look like it was not naked without the bumper.

 

[E90400K]

"You can’t comfortably own a Single Cab as a second vehicle for most people at that price range and at that price people expect more from their trucks."

Don't you think this explains why the industry mostly no longer offers a single cab configuration? If the market can't afford a 2nd vehicle, then the primary vehicle best serves as a 4-door 4/5 seat vehicle. The 4-door pickup then becomes popular if the buyer also wants the utility of a pickup bed.

I really would like a single-cab Ford Ranger with a 6' bed and manual transmission, but the market is not like me, so Ford doesn't offer it. Ford easily could offer such a configuration as the drivetrain already exists in the Bronco, which the Ranger shares its chassis with.

 

[E90400K]

Back in the eighties and nineties, a single cab pick-up was an alternative to a cheap economy car. I think the car manufacturers realized they are only going to sell x number of vehicles so it was a good opportunity to move the segment up market to increase margins. Remember how many of the single cab pick-ups were sold without rear bumpers. I remember that Mazda put (2) rubber bumpers directly on the body panel where you would see the bumper and made the lower part of the bed look like it was not naked without the bumper.

Because of this thread I went digging for info on the 1999 Ford Ranger and F150, also the 1987 Ranger. In the 1980's I bought new a 1987 Ranger STX and in 1999 I bought new a Ford F150 Work Series (trim level below XL). Both trucks were 4x4, single cab configurations and long beds; the Ranger was 7' and the F150 was 8'. iseecars.com says the MSRP for the Ranger STX in my config was $11,987 ($35,140 - 2026 dollars). The F150 in my config was $19,305 ($38,589). Checking Ford's configurator for the 2026 F150, a single-cab, 2WD, XL is $36,274 ("employee pricing", which Ford is offering to all buyers - saw a commercial yesterday stating such). That same XL, single cab 2WD, V6 truck in 1999 MSRP was $17,065 ($34,111 in 2026 dollars).

The 1987 Ford Ranger single cab, XL, short bed, (closest equivalent to the forth coming 2027 Slate), MSRP was $8,084 ($23,695). The Ranger back then had a manual transmission and A/C was optional. So, another few hundred for an automatic transmission and A/C, and the 1987 base Ford Ranger was $24,400, which is in the 2027 Slate price ballpark or so we think.

Blah, blah, blah, basically I don't see the truck market, either small (err... mid-sized) or large pickups has really changed all that much in 30+ years. Yup the Ranger is no longer offered as a single cab configuration (as of the Gen5), but Toyota and Nissan do offer what is close to a single cab configuration as a 2WD, 6-foot bed for just under $35,000 MSRP and can be purchased w/discount at just above $30K (which I pointed out in the other thread).

 

[ScooterAsheville]

My concern with this whole two-door truck narrative is that the Slate will poison the single cab argument by failing miserably. Not because it's a two-door truck, but because an unpainted, low capability punishment box that will not appeal to the masses.

Hey, I'm not pissing on the Slate. I like Slate and I think it's cool and innovative and fills a market white space. But I am pissing on anyone using Slate as a measurement of buyer demand for small single-cab trucks. I'd much rather see Ford release a two-door Maverick - let's use a proven winner to measure the small single-cab market - now that would be a solid measure of buyer demand for two-door small trucks.

BTW, the two door Bronco is the same length as the Slate. And it sells something like 30% of Bronco sales. So 1 in 3 Bronco buyers votes for two doors. In my dreams Ford offers a two door truck version of the Bronco, keeping that 174" length. Alas, it would cost an arm and a leg.

 

[Mac-Tyson]

"You can’t comfortably own a Single Cab as a second vehicle for most people at that price range and at that price people expect more from their trucks."

Don't you think this explains why the industry mostly no longer offers a single cab configuration? If the market can't afford a 2nd vehicle, then the primary vehicle best serves as a 4-door 4/5 seat vehicle. The 4-door pickup then becomes popular if the buyer also wants the utility of a pickup bed.

I really would like a single-cab Ford Ranger with a 6' bed and manual transmission, but the market is not like me, so Ford doesn't offer it. It easily could offer such a configuration as the drivetrain already exists in the Bronco, which the Ranger shares its chassis with.

Completely agree like enthusiasts make fun of pavement princesses but the fact is most of their Broncos and Jeeps were likely bought used in good condition from an owner who used it as a pavement princess. These vehicles would not exist or be widely supported if it weren’t for those owners since making a vehicle specifically for an enthusiast almost never works, since they almost never buy new.

 

[E90400K]

My concern with this whole two-door truck narrative is that the Slate will poison the single cab argument by failing miserably. Not because it's a two-door truck, but because an unpainted, low capability punishment box that will not appeal to the masses.

Hey, I'm not pissing on the Slate. I'm pissing on anyone using Slate as a measurement of buyer demand for small single-cab trucks. I'd much rather see Ford release a two-door Maverick - let's use a proven winner to measure the small single-cab market - now that would be a solid measure of buyer demand for two-door small trucks.

BTW, the two door Bronco is the same length as the Slate. And it sells something like 30% of Bronco sales. So 1 in 3 Bronco buyers votes for two doors.

My current 16-year-old Hummer pickup has been torn up by rust from too many wintertime trips to New England (because my wife likes to ride around in the snow). I've had to weld the frame three times since 2021 just to keep it safe to operate on public roads. I need to replace it. I've been looking closely at the pickup truck market for the last 5 years. In 2024 prior to last weld repair on the H3T, I was close on buying a Ranger. I had my eye on the Gen4 Ranger that was a 2-door cab and 6' bed. It was priced under $30,000 and one of the last to come off the 2023 assembly line. It was at a dealership in New York State. I just couldn't pull the trigger on it and decided to wait for the Gen5 (T6 chassis) Ranger. In 2025 just before the H3T went in for its final frame surgery I was contemplating buying a used 2023 Ranger, single cab, 6' bed with 23,000 miles on it and Ford Certified, but again, with other financial issues to resolve in 2025, I decided to wait.

Sadly, Ford decided not to offer a 2-door Ranger for the 2024 Gen5. I still can't understand the marketing as to why either the Mavrick or the Ranger is not offered in a 2-door cab configuration. I agree the market does need and should have a 2-door single cab small/mid-sized truck. Though IMO the jury is still out on the verdict. As I said previously, if the Gen5 Ranger was offered in a single cab configuration with a 6-foot bed and manual transmission, I wouldn't be here typing this because I'd be over at my local Ford dealer buying one. LOL.

 

[GaRailroader]

The 1987 Ford Ranger single cab, XL, short bed, (closest equivalent to the forth coming 2027 Slate), MSRP was $8,084 ($23,695). The Ranger back then had a manual transmission and A/C was optional. So, another few hundred for an automatic transmission and A/C, and the 1987 base Ford Ranger was $24,400, which is in the 2027 Slate price ballpark or so we think.

The 1987 Ford Ranger single cab XL, Short bed is a great comparable to the Slate. The non-SUV Slate enthusiast would otherwise be attracted to a 1987 Ford Ranger XL Short bed and it would cost $24k in today's dollars. It is 1 inch longer than the Slate and had a GVWR of 4000 lb. In general they are not interested in a mid-size truck that costs $10k more is 3 feet longer and has a 50% higher GVWR.

The Slate falls short to the Ranger in towing capacity, curb weight and bed length. It exceeds the Ranger in AC, CC, ABS, AEB, Air Bags, Cab Space, Frunk Space and operating efficiency. Plus in areas that see hail storms it is hail resistant.

 

[ScooterAsheville]

When I think of Slate, I always think of something Savage Geese said in their first review of the 2022 base Maverick hybrid... "All is forgiven at $20K". I couldn't argue with that observation.

 

[E90400K]

The 1987 Ford Ranger single cab XL, Short bed is a great comparable to the Slate. The non-SUV Slate enthusiast would otherwise be attracted to a 1987 Ford Ranger XL Short bed and it would cost $24k in today's dollars. It is 1 inch longer than the Slate and had a GVWR of 4000 lb. In general they are not interested in a mid-size truck that costs $10k more is 3 feet longer and has a 50% higher GVWR.

The Slate falls short to the Ranger in towing capacity, curb weight and bed length. It exceeds the Ranger in AC, CC, ABS, AEB, Air Bags, Cab Space, Frunk Space and operating efficiency. Plus in areas that see hail storms it is hail resistant.

Having owned a 1987 Ranger single cab but with the long bed, back in the day the extra foot or so was never an issue. But what I have noticed today when I get in small trucks from that era is how small the cab is. I'm pretty much the same size, well height and shoulder width anyway - LOL, and I do appreciate the somewhat larger cab of the mid-size trucks of today. My H3T cab is just the right size.

 

[GaRailroader]

Having owned a 1987 Ranger single cab but with the long bed, back in the day the extra foot or so was never an issue. But what I have noticed today when I get in small trucks from that era is how small the cab is. I'm pretty much the same size, well height and shoulder width anyway - LOL, and I do appreciate the somewhat larger cab of the mid-size trucks of today. My H3T cab is just the right size.

Fair point. It looks like today's Ranger is a full 1 foot wider than the 1987 Ranger. The width of the current Ranger is more in line with my 1992 F-150 which was full size at the time. It looks like the Slate is in the middle. 6 inches wider than a 1987 but 6 inches narrower than a 2026 Ranger. After my 1992 F-150, I downsized to a 2006 Ford Ranger XL Reg Cab, SWB, no AC. I thought the 2006 Ranger was the perfect size for me. After the 2006 Ranger I had a 2019 Colorado extended cab but sold it to Carvana after the pandemic when it was in high demand due to the chip shortage. I am hoping that the Slate feels like my 2006 Ranger but is better in every way.

 

[E90400K]

Fair point. It looks like today's Ranger is a full 1 foot wider than the 1987 Ranger. The width of the current Ranger is more in line with my 1992 F-150 which was full size at the time. It looks like the Slate is in the middle. 6 inches wider than a 1987 but 6 inches narrower than a 2026 Ranger. After my 1992 F-150, I downsized to a 2006 Ford Ranger XL Reg Cab, SWB, no AC. I thought the 2006 Ranger was the perfect size for me. After the 2006 Ranger I had a 2019 Colorado extended cab but sold it to Carvana after the pandemic when it was in high demand due to the chip shortage. I am hoping that the Slate feels like my 2006 Ranger but is better in every way.

The H3T was a consolidation of the 1995 Jeep Wrangler and 1999 F150 we had; both also killed by New England road salt treatments. Honestly, I don't know how folks in New England tolerate such nonsensical use of such harsh chemicals. Yes, I know, fluid film, etc. But Geeze.

My '87 Ranger STX was so cool, 2.9L V6, manual trans, 2" factory suspension lift, and with Mustang GT bucket seats.

 

[Tom Sawyer]

Honestly, I don't know how folks in New England tolerate such nonsensical use of such harsh chemicals. Yes, I know, fluid film, etc. But Geeze.

Cars would last so much longer if it wasn't for the Rustbelt corrosion.

 

[GaRailroader]

The H3T was a consolidation of the 1995 Jeep Wrangler and 1999 F150 we had; both also killed by New England road salt treatments. Honestly, I don't know how folks in New England tolerate such nonsensical use of such harsh chemicals. Yes, I know, fluid film, etc. But Geeze.

My '87 Ranger STX was so cool, 2.9L V6, manual trans, 2" factory suspension lift, and with Mustang GT bucket seats.

I’ve always liked the STX trims packages. I think the H3T and H2 for that matter shared a platform with the Colorado/Canyon IIRC. You ought to recreate your STX look on your Slate.