Lexus and Jeep Ponder Pickups

Maybe it wouldn't look so bad with a Lexus logo

Maybe it wouldn’t look so bad with a Lexus logo

Here are some things we’ve learned about pickup trucks in the last decade:

Tough trucks sell really well.

Luxury trucks don’t sell well.

Tough trucks with hefty doses of luxury sell really, really well.

The first category includes the likes of the Chevrolet Silverado, Ford F-150, and Ram 1500. The second category includes the failed Lincoln Mark LT and the third category includes the GMC Sierra Denali, F-150 Limited, and Ram Laramie Limited.

Those “luxury” trucks can work just as hard, if not harder, than any other truck on the list and routinely sell for $50,000 or more.

So if an automaker known for its luxury sedans came out with a hard-working luxury truck, would it sell?

Probably not. But Lexus might want to try.

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Cars Coming Soon: Laser-Powered Mazda, Another New Lamborghini, No Jeep Pickup… Yet

Mazda Kabura concept

Put the words “laser-powered” in front of anything and, odds are, I’ll be sold on it.

For some reason I’m reminded of a great Steve Martin quote,

I love money. I love everything about it. I bought some pretty good stuff. Got me a $300 pair of socks. Got a fur sink. An electric dog polisher. A gasoline powered turtleneck sweater. And, of course, I bought some dumb stuff, too.

Imagine a laser-powered turtleneck sweater. Infinitely more cool, right?

The same is true for cars. Would you want one powered by a measly spark, or a laser beam?

I’ve been tracking the progress of laser ignition for over two years (here and here), and now, finally, we might have our first real candidate: the next Mazda rotary engine.

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