New trucks keep their macho image while adding driver conveniences, better entertainment systems, improved navigation and additional safety features.

By Dennis McCafferty

Face it. You were probably watching a rugged NASCAR race on TV — eating a hearty 14-inch Italian sub sandwich with a doublestack of meat — when you saw THAT commercial. The one with the announcer with that distinct 'Truck Guy' voice, in which a very manly Toyota Tundra with a very manly draw bar pulls a monster-sized 6,420-pound shipping container over the wall of a rock quarry.

And, after the ad, you were probably thinking two things. Am I still allowed to carry a 'man card' without a truck like that? Where's the closest rock quarry anyway?

That may — or may not — be an exaggeration. But the bottom line is that automakers aren't shy these days when it comes to marketing super-sized macho trucks that can haul any object in the universe and come loaded with the latest in sound systems, power options and other goodies.

Prices at the pump continue to soar. But that's not stopping diehard truck enthusiasts who seek driving pleasure in something size XXXL. As a result, the large-truck market share remains a popular choice: It accounts for more than 13 percent market share of overall industry volume, with nearly 2.2 million sold in 2007, according to Edmunds Inc., the publisher of automotive industry information including the Edmunds new and used car pricing guides.

"There will always be a market for big trucks since many buyers use them for work and others closely identify with the image they project," says Brian Moody, Road Test editor for Edmunds.com. "They would not feel adequately represented by any other type of vehicle. Large truck buyers are among the auto industry's most loyal customers, and neither high gas prices nor the political incorrectness of inefficient vehicles are likely to shake them. Also, trucks are coming with more electronic options than ever, such as rear-seat DVD player, Bluetooth, navigation systems and upgraded stereos."

Among the newer and upcoming large truck models gaining notice, according to Moody and Edmunds.com:

• 2009 Dodge Ram 1500: Due sometime in 2008, this Ram manhandles the road with 20-inch wheels and the availability of a 5.7-liter Hemi V8 engine with 380 horsepower and 404 pound-feet of torque. There's also a powerful rear axle capable of towing up to 9,100 pounds with payload capacity up to 1,850 pounds. For a luxury-car like ride experience, there's also Sirius Backseat TV, heated steering wheel and surround sound audio. (No price available yet, according to Edmunds.com.)
• The 2009 Ford F-150: Due in fall 2008, this model has added traction and roll-stability control, as well as trailer-sway control. The platinum version sports 20-inch tires on 16 sparkling spokes of aluminum wheels, and satin-chrome grille. Also available with the model are optional rearview camera, USB and MP3 ports, a 700-watt Sony audio system, voice-enabled navigation, Sirius Satellite Radio and other techno-treats. (No price available yet.)
• 2008 Cadillac Escalade EXT: This truck commands the SUV style with the utility of the pickup truck's bed. The removable Midgate panel allows the EXT to serve as a five-seat crew cab pickup with four-foot-long cargo bed. It is available with xenon headlights, tri-zone climate control, eight-speaker Bose system with MP3, rear-parking sensors, remote start and OnStar. (Starting price at $54,890.)
• 2008 Toyota Tundra: The Tundra is a top choice for the full-sized pickup, according to Edmunds.com, and the subject of the aforementioned, high-profile ad campaign on high-testosterone networks like ESPN. Owners can brag of towing up to 10,000 pounds with a bed that maxes out at 8-feet long. There are also Tundra models available with a rugged 5.7-liter V8 engine with 381 horsepower and 401 pound-foot torque. (An Edmunds.com tester got the truck to 60 mph in only 6.3 seconds.) The extra 'stuff' includes 10-speaker JPL sound system, Bluetooth, navigational system, 20-inch wheels and driver-seat memory. (Starting price at $22,290.)

And while large truck buyers aren't exactly sticklers for fuel economy, many truck makers are seeking to eliminate — or at least reduce — concerns over consumption. The Dodge Ram 1500 series is coming out with a light-duty, turbocharged Cummins diesel engine for better torque and fuel economy. GMC also has a new Hybrid Sierra. "This is the biggest future development," says David Champion, senior director of the auto-test department at Consumer Reports. "We're looking forward to testing models with small diesel engines that are due out either later this year or early next. We will also be testing the Tahoe Hybrid later this year. It will be interesting to see if this powertrain will migrate into the Silverado, which is a strong model."

In addition to the pulling power of newer diesel engines, there are other developing truck features that Champion and Consumer Reports like including:

• ESC: Electronic Stability Control. "This is especially useful as most of the time the rear tires are lightly loaded so they have the tendency to spin out under acceleration," Champion says. "ESC prevents this loss of control, though some pickups turn off the ESC when in four-wheel drive, which is usually when you need it most." Full-Time All-Wheel-Drive is also helpful at reducing wheel spin and allowing for driving on snowy and slushy conditions, Champion notes.
• Storage/space improvements. There are models with powered rear glass coming out now, in which all the rear glass retracts to allow for an airy, comfortable cabin in nice weather, Champion says. "There are also more bed and interior compartments now," he says, "to make areas more useful for storage." 

With these and other features, as well the incorporation of new entertainment and navigation systems, it seems trucks will retain and perhaps broaden their already strong appeal among U.S. drivers.

Bio: Dennis McCafferty is a freelance writer with extensive experience in the automotive field. He has written for Chrysler magazine, UAW-GM People magazine, Dodge Tomorrow magazine and Corvette Quarterly. He also wrote the NASCAR coverage for USA WEEKEND magazine.