What's Your Favorite Luxo-Truck Feature?

February 19, 2009
There's one good thing about Chevy's latest Silverado ad campaign: the trio of spots isn't afraid to call out competitors by name. Howie Long is particularly adept at emasculating a V-6 Toyota Tundra driver suffering from inferior fuel economy, and at least one sensitive blogger has taken issue with Long's teasing. Bullying may be in the eye of the beholder, but one side effect of the ad campaign is clear: Long's critique of the Dodge Ram's heated steering wheel and the Ford F-150's tailgate step highlight serious comfort and convenience shortcomings on the Silverado's part.

Today's truck buyers demand a measure of comfort to match their utility needs. Each full-size pickup offers an optional leather-trimmed luxury interior, so why should the Ram be faulted for giving hard-working truckers heated reprieve?

Almost every big pickup offers its own suite of class-exclusive convenience features to lure buyers. Nissan’s Titan offers a small in-bed storage locker. The Dodge Ram’s “RamBox” goes a step further, placing a larger storage bin in a more accessible bed position, and adding a drain plug to enable ice-cooler or dry-storage functionality. Roadtripping Ram drivers probably enjoy Sirius Backseat TV's pacifying power. Ford F-150s equipped with Sirius NavTraffic service give drivers live traffic data, five-day weather forecasts, and even live sports scores on-the-fly. There’s nothing manlier than live sports scores, after all.

Chevy’s ads are obviously tongue-in-cheek – you can bet the next-generation GM pickups will offer a heated steering wheel – but an important question is raised. Which “killer app” gives truckers the biggest comfort and convenience advantage? Tell us your favorite truck features in the comments section below.

2009 Ford F-150

2009 Ford F-150

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