Extang Tackles Compact Truck Market with New Tonneau Covers

The pickup truck is probably the vehicle most synonymous with “who” America is. Whether it’s an everyday driver for running to the hardware and grocery store, an off-road tank for the dirt roads, or a heavy-duty work truck hauling tools and supplies, trucks serve a broad set of lifestyles and needs.

In recent years, though, consumer demand has changed – noticeably.

Today’s shoppers are vying for light-duty pickups that share more in common with stylish SUVs and crossovers, rather than the honking utilitarian beasts from decades past. And automakers like Ford and Hyundai have taken note, pushing small haulers into the limelight…

Keep reading to learn more about the recent rise in compact trucks, the younger demographic interested in scooping them up, and the aftermarket producers already capitalizing on the trend with essential accessories – like Extang’s bed protection.

The Rise of the Little Giants

They say everything comes back into style, and compact trucks seem to fit the bill. The market experienced significant growth in recent years – and SEMA’s 2021 Light Truck Snapshot Report found a couple of interesting numbers on the trend.

For starters, the organization projects that the overall light truck segment (pickups, SUVs, crossovers, and vans) will make up a whopping 82% of all new light vehicles sold by 2028. While crossovers will largely drive that progress, pickup trucks still constitute a large chunk of the segment’s presence currently on American roads – with 57.6 million total trucks registered as of Q4 2020.

On the automaker front, Ford, GM, Stellantis, Toyota, Honda, and VW all prioritize light trucks over regular ol’ passenger cars. In fact, Ford dropped traditional sedans entirely from its lineup in 2018, while GM has only three left in its own (two Caddy models and the staid Chevy Malibu). The move must be paying off, as Ford noted light trucks made up 90% of light-duty vehicle sales in 2020, while GM reported 91%.

As for compact pickups, specifically, SEMA notes the segment saw its heyday during the 1980s. An impressive 48% of pickups sold in 1990 were little haulers – a number that plummeted to just 11% by 2014, when full-sizers came into vogue.

“Some of the ‘smaller’ pickups grew in size until they were nearly half-ton trucks themselves,” writes the organization. “In addition, pickups have became more loaded with features and options, driving up the retail price. The resurgence of midsize trucks, and introduction of new small models, may indicate that OEMs are seeing the need to add smaller, cheaper, and more efficient options back into their lineup.”

Two big contenders for the compact truck market right now are Ford and Hyundai.

Earlier this summer, Ford went on a media blitz, introducing the 2022 Ford Maverick. It’s the first compact truck since the Ranger – and one with true compact proportions. Ford appears to be marketing the new truck towards younger demographics – particularly women – complete with a multi-pronged social media campaign.

Ford is pitching the bed design, dubbed FLEXBED, as a ‘makerspace,’ aimed at the DIY demographic and accommodating everything from space for gardening supplies to racks for watersports gear and bikes. There’s also a hybrid and CVT option, which signals the automaker is looking towards a younger, eco-conscious demographic.

Meanwhile, Hyundai described the 2022 Hyundai Santa Cruz as “a lifestyle vehicle that could take the place of a segment the pickup market essentially left.”

The new Santa Cruz is geared at urban dwellers who need a smaller footprint in their daily driver and can handle weekender toys like bikes or oddly-shaped gear that might not fit in a traditional CUV. So, similar to the Maverick, Hyundai aims to capture sales from younger drivers who want versatility to haul things, but not so much bulk that parking becomes a headache.

What’s the Fuss, Though?

Both automakers have dropped some impressive ad spots with their respective compact trucks. But what are the key differences that make these pickups different than their predecessors or larger trucks?

For one, the price tag is a bit more affordable than some larger trucks. The SE trim on the Santa Cruz starts around $25,000, while the 2022 Ford Maverick’s base model starts at $21,490. For gas performance, the Santa Cruz SE offers 23 MPG Combined (21 city/26 highway⁠), and the hybrid version of the Maverick has a targeted EPA-estimated rating of 40 mpg in the city.

Both trucks use a unibody construction that has its pluses in crash safety, road handling, and overall weight. But, if you’re looking for an off-road truck or a rig for major hauling, these compact models might not be the best option. Unibody construction might help improve fuel efficiency, but it doesn’t lend itself well to heavy towing or challenging off-road conditions.

That said, both trucks do offer some decent towing capacity providing you’re not hauling full-length trailers or motorhomes. The Maverick boasts 1,500 lbs of towing capacity with an optional tow package upgrade to 2,000 lbs. The Santa Cruz meanwhile, offers 3,500 pounds with its standard model, and 5,000 pounds if you upgrade to the turbocharged option (2.5 liter, AWD).

Aftermarket Opportunity

Truck accessories have long been a boon for the aftermarket, whether that’s steps, lights, wheels, seat covers, or other items. But until recently, the big automakers’ key demographics for trucks mainly were men. In Ford’s 2020 Great American Truck survey, the automaker found that 20% of surveyed owners were 55-64, while 27% were 18-34. And, 54% of respondents were male.

With automakers targeting younger demographics and women with new compact pickups, aftermarket companies have a unique opportunity: Start offering a whole new subcategory of products. Maybe the urban-dwelling compact truck owner doesn’t necessarily need a set of super-bright rack lights for the trail, upgraded wheels, or a lift kit. However, they’ll still need practical, everyday items like racking, bed protection, and tonneau covers.

Extang Has it Covered

Speaking of tonneaus, bed covers are probably one of the most universal products of all the aftermarket items that a driver could need. A tonneau comes in handy even if the truck is just being used for a trip to the garden center, grocery store, or a day out at the football game. It covers up anything stored in the bed, so it’s guarded against the elements like rain and snow.

Plus, it’s an added layer of security and helps maintain the overall life of a truck bed. Items remain safe and secure under a locking cover, while the bed itself is guarded against corrosive natural elements.

In the case of the Santa Cruz, Car and Driver noted that the truck features a lockable tonneau cover and an in-bed trunk that’s similar to what Honda offers. But in the case of the 2022 Ford Maverick, drivers will have the option to start with a blank canvas and upgrade the bed to whatever they like.

Enter Extang.

Founded in 1982, the truck bed makers joined the Truck Hero family of brands in 2007 and have been offering truck enthusiasts a wide gamut of accessories ever since.

Joel Mohlenhoff, Senior VP Sales for Truck Bed Covers at Truck Hero, says Extang’s parent company, Truck Hero, is gearing up to address the new wave of compact trucks slotted for 2022, including some well-known mid-sizers.

“Truck Hero companies will all have product to fit the redesigned 2022 Nissan Frontier and should be first to market in both soft and hard covers,” he explains. “The ‘mid-size’ category has been gaining popularity as it is attractive to urban families with busy lifestyles that don’t need a full-size truck but need something more than an SUV.”

Ford Maverick Fitment

While Truck Hero works on rolling out new 2022 fitments, Extang is already aiming at the 2022 Ford Maverick with the Trifecta ALX, a fitment for the compact pickup. Based on Extang’s best-selling tri-fold over, the Trifecta 2.0, the ALX features a security rotary release latching feature for easier bed access. There’s also an auto-latching feature that automatically secures the cover in place when it’s closed so drivers can quickly close up and get on the road. Extang didn’t skimp on durability even for the casual pickup owner, as the Trifecta ALX boasts a sturdy aluminum aircraft-grade frame.

Whether Maverick drivers park their trusty pickup in a garage or on the street, the Trifecta ALX also has some extra protection against the elements. The top of the cover features Ancona pebble-grained fabric that guards the bed against water, dirt, and dust. That moisture and grime protection is reinforced with adhesive-free perimeter sealing.

Extang offers plenty of end-user support as well. The Trifecta ALX Truck Bed Cover includes the company’s lifetime warranty against defective materials or workmanship on all truck bed cover rails, aluminum components, clamps, bows, hardware, and vinyl covering.

And the Nissan Frontier fitments we mentioned earlier? Extang’s working on the fitment of the Trifecta ALX for that as well. Steve Kelley, VP of Sales for Extang, says he expects the Frontier version of the ALX to drop in November. A solid-fold version will follow in spring 2022.