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The problem with trucks right now is they are sold on capacity. More towing capacity and more payload are prime selling features as they are indicators of a trucks work ability and how manyly the vehicles are. Ford in particular uses this to promote their brand as better than the others while Dodge and GM promote HP.
I wonder how a specifically market Light duty fullsize would sell. They could easily take 1000 lbs out of these by lightening the frames, wheel/tires and going to aluminum engine blocks. You would still have the space and box capacity of a fullsize.
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