Rough Rider: The 2020 Ford Ranger Supercrew 4X4 Lariat

The 2020 Ford Ranger Supercrew 4X4 Lariat.

Ford, which has owned the full-size pickup world with its F-150 for decades,  returned to the midsize pickup segment last year with the first new Ranger truck in seven years.  And while it's already caught up to Chevy's Colorado, which had a re-boot five years ago, it's still selling roughly half as well as the leading midsize, the Toyota Tacoma, which got its last major re-do in 2016.

Taking In The Desert Air: The 2020 Toyota Tacoma TRD PRO 4X4 Double Cab

The 2020 Toyota Tacoma TRD PRO.

Okay, let's address the elephant in the room.  Or the elephant trunk on the pickup truck in the driveway.

That is the Toyota TRD PRO Desert Air Intake.

The idea is to get cooler, cleaner air into the engine when you're off-roading.

Family Reputations Can Be A Handicap: The 2019 Jeep Compass Limited High Altitude 4X4

2019 Jeep Compass Limited High Altitude 4X4.

You may have noticed that I don't rip cars to shreds in these reviews---that generally, I find the upside to most of the vehicles I drive.

The biggest reason for that goes back to when I was 14, growing up in Bishop, on the eastern side of the Sierra Nevada mountain range in Central California. The local Ford dealer was a family friend, and I was a teenage car freak who would ride my bike out to the dealership near the edge of town once a week to see what new stuff had come in. Not old enough to drive, but full of opinions about what was cool and what was not, I was spouting off one day about what I thought were the inadequacies of a new car on the lot.

Jim Ellis put a fatherly hand on my shoulder and said "Mike, there's a butt for every seat".

Timing Is Everything: The 2019 GMC Sierra Denali 1500 4WD Crew Cab

The 2019 GMC Sierra Denali 1500 4WD Crew Cab.

The pickup truck business, like the pickup truck itself, used to be so simple:  A box up front to hold the engine, a box in the middle to hold three people on a flat bench seat and an open box in the back to haul stuff.  It needed to be fixable with farm tools, rugged enough to withstand abuse for a decade or two and that was pretty much it.

The times, they have a-changed.  Pickup trucks now occupy the space where American luxury cars were when pickups were simple.  They are the Cadillac Fleetwood, Lincoln Continental and Chrysler Imperial of today---judged on their flash, their levels of equipment and creature comforts, their power and their prestige, they are (along with big SUVs based on them like the Suburban, Yukon XL, Expedition, Navigator and Escalade), the only vehicles American manufacturers can ask and get premium prices for.

It is a fickle space, where what was good enough last year might not cut it this year.

American Classic: The 2017 Toyota Tundra Limited Crewmax 4X4

The 2017 Toyota Tundra Limited Crewmax 4X4.

It was just a shade more than four years ago that I wrote the first of several TireKicker reviews (including a few from the Phoenix Bureau) wondering why it was that the then-new Toyota Tundra wasn't posing a major threat to the full-size American trucks from Ford, Chevy, GMC and RAM.

In it, I said "it's as though Toyota City had moved to Texas."  And in the intervening years, it pretty much has.  Toyota's new North American headquarters opened in the Dallas suburb of Plano this month, and the the 2017 Toyota Tundra Limited Crewmax 4X4 that we tested was built in San Antonio.

A lot has changed in four years---things that should help give Toyota the cred it needs to shake up the full-size pickup truck market the way it did passenger cars almost 40 years ago.