Making a Big Statement

It turns out that Hummer’s tag line, “Like Nothing Else,” is no longer true. Behold the International CXT (Commercial Extreme Truck), the world’s largest pick-up truck. A recent press release proudly announced that it is built on the same platform as dump trucks and snow plows. Dump trucks, folks. The company is refreshingly honest about who they’re targeting: “While there is nothing tougher or more extreme on the market than the International CXT, it is as much a statement of success as it is performance. If you brought this truck to the playground, you’d be king of the dirt pile,” said company spokesperson, Rob Swim. Options include: a fold-down bench that can be used as a bed, “ghosted green flame paint job,” drop-down DVD, and flat screen TVs. Quite a statement indeed. One wonders if this International will be purchased outside the United States.

Some Xtreme Facts:

Like other monster trucks, the CXT is classified as a “heavy duty vehicle.” This means that because it exceeds 8,500 lbs. it does not have to conform to ANY fuel economy regulations.

Back in 1999 the EPA attempted to phase-in a plan to cut emissions from trucks with this classification. Additionally, the agency sought to change the definition of light-duty trucks to increase fuel efficiency.

Overall fuel efficiency has been dropping in the US since 1988.

Although the American public claims to be concerned about foreign oil dependence, high gas prices, and a sluggish economy, our appetite for larger “statements” appears insatiable.

But Hybrid SUVs and trucks have arrived or will be in showrooms soon: Ford Hybrid, Mercury Mariner, Honda Pilot, Lexus RX400, Toyota Highlander, Toyota Tundra, Chevy Silverado, GMC Sierra, among others. Not all auto industry analysts are convinced of the demand for hybrids in the US. One CSM Worldwide analyst told Bloomberg News back in April, “It’s almost too early to tell… There’s an initial fascination period we’re passing through right now.”

The Union of Concerned Scientists has dreamed-up a safer, more environmentally responsible SUV called the “Guardian”. Check out the blueprint here. The concerned scientists are also waging a Clean School Bus campaign.

September 22nd, 2004