International Harvester’s Exit from the Pickup Truck Market
In the evolving automotive landscape, the appetite for versatile vehicles like pickup trucks and SUVs has risen dramatically. However, International Harvester, now known as Navistar, made the decision to exit the light pickup truck market in 1975. This move reflects the challenge of keeping pace with competitors.
International Harvester pickup truck on a road.
In 1969, International Harvester introduced a revamped line of pickups in an attempt to align its products with changing customer expectations. The new models adopted a more rugged design featuring a straight body, flat hood, and a rectangular grille, reflecting the decade’s design trends. They even included upgrades like an optional air conditioning system and car-inspired seats. Despite these improvements, International’s sales still lagged that of competitors such as General Motors, Ford, and Dodge. While the company experienced a temporary sales boost, it wasn’t enough to maintain its light truck business.
The company’s Truck Group strategically sought dealers in suburban areas in an attempt to draw in new customers from family markets. However, International was late to the game, as dealerships were already working with competing brands likes GMC.
Blue International pickup truck.
From 1970 to 1975, International continued to introduce various models with design and performance upgrades. However, these efforts failed to resonate with the tastes of the 1970s consumer. Compared to their counterparts from Ford, Chevrolet, and Dodge, International’s pickups had a drab, blocky appearance. While International emphasized the “truck-like” qualities of its vehicles, customer preferences were increasingly focused on aesthetics alongside performance. Ultimately, persistent low profitability in both the commercial and family markets led International Harvester to cease its production of light pickups in 1975.
