Manufacturers focus on capturing consumers’ minds because public acceptance greatly influences brand success. Products that fail to strike the right notes will fail massively, their rich pedigree notwithstanding. For some, their failure was so massive that the only solution was discontinuing their production. Here are 15 trucks that a majority of customers dislike and the reasons why.

1982–1993 Chevrolet S-10

All Chevrolet S-10 brands produced from 1982 to 1993 had one significant problem: underpowered engine options, which could not compete with the more powerful engines of rival trucks. The interior design was also criticized for its lackluster quality and comfort, diminishing its appeal in a competitive market. In response, GM initiated several redesigns and upgrades, including introducing a stronger V6 engine and enhancing the truck’s interior and overall build.

1971–1980 Ford Pinto Pickup/Runabout

A notable problem with the 1971–1980 Ford Pinto was its fuel system. The Pinto’s fuel tank was positioned behind the rear axle, making it susceptible to rupture and potential explosion during a rear-end collision. This issue was exacerbated by insufficient reinforcement to protect the fuel tank. After much pressure, Ford issued a recall in 1978 to reinforce the fuel tanks and improve the vehicle’s safety system.

1972 Ford Courier

Initial interest in the Courier was strong due to its small size and affordable price, yet the pickup failed due to engineering flaws and market misalignment. The Courier suffered from underpowered engines, frequent mechanical failures, and rust issues. As reports of deficiencies spread, the company’s market share suffered, compelling it to take corrective measures. Ford upgraded the characteristics and output of subsequent models, incorporating sturdier engines and addressing reliability concerns.

1976 Cadillac Mirage

When the 1976 Cadillac Mirage hit the market, its poor niche market appeal and high price point repelled customers. The Mirage attempted to blend Cadillac’s traditional luxury with the practicality of a pickup truck, but this unusual combination did not resonate with a broad audience. Potential buyers were either uninterested in a luxury pickup or found its cost prohibitive. Cardillac’s response was to discontinue production and refocus on producing high-quality luxury sedans.

1997 Ford Ranger

While rivals introduced modern features and improved performance, the 1997 Ford Ranger remained relatively unchanged. This lack of significant design and technological updates compared to its competitors made it less appealing to users. Upon realizing this, Ford undertook several measures to recover. The company initiated a comprehensive redesign and improvement strategy, addressing its durability and incorporating contemporary amenities to make the Ranger competitive again.

1999 Chevy Silverado

Several buyers were disappointed in the 1999 Chevy Silverado due to its build and manufacturing flaws. The most notable problems included the antilock brake system failures, transmission issues, and poor cabin materials. These issues resulted in a drop in sales, leading Chevrolet to recall several of the products. The company also launched subsequent models with enhanced features and improved reliability, which gradually helped restore the brand’s reputation and sales.

2002 Lincoln Blackwood

Although the 2002 Lincoln Blackwood was marketed as a high-end vehicle, it lacked the versatility associated with trucks. The pickup featured a non-functional bed with a fixed tonneau cover and carpeted interior. Additionally, it was available in only one configuration, denying customers the flexibility of choice. Because of this, only around 3,356 units were sold before its discontinuation. Lincoln instead concentrated efforts on their successful luxury SUV and sedan lines.

2003–2006 Chevrolet SSR

Impractical structural features and high prices caused the failure of the 2003-2006 Chevrolet SSR. The pickup’s retractable hardtop, limited cargo space, and lack of versatility failed to resonate with buyers. Also, people expected more utility at the price of over $40,000. These flaws led to disappointing sales, causing General Motors to upgrade the SSR’s engine in 2005. Still, this was insufficient to revive consumer interest, causing a discontinuation in 2006.

2004 Ford F-150

The primary issue with the 2004 Ford F-150 was related to engine reliability. Its 5.4L Triton V8 engine experienced frequent spark plug ejection and cam phaser troubles, leading to costly repairs and frequent breakdowns. Also, the truck had problems with the fuel tank straps rusting and breaking. A decline in F-150 sales caused the company to recall the product and redesign key engine components.

1972–1981 Chevrolet LUV

The average American truck buyer preferred larger vehicles and considered the compact Chevrolet LUV too small. The car’s quality was also seen as subpar. By failing to compete with established brands offering desirable trucks, the LUV recorded poor sales. Chevrolet had to rethink its approach and eventually collaborated with Isuzu to improve the performance of its offerings.

1979–1993 Dodge D50/Mitsubishi Mighty Max

The top causes of the Dodge D50’s failure were intense competition and technological shortcomings. Introduced in the late 1970s, this pickup faced fierce competition from well-established models like the Ford Ranger and Toyota Hilux. Its lackluster engine performance also failed to meet expectations. Mitsubishi and Dodge had to focus on improving both the quality and the efficiency of their vehicles, resulting in more successful models like the Mitsubishi L200.

1986 Dodge Dakota

The 1986 Dodge Dakota failed due to its lack of a distinct market position and many structural faults. Although intended to bridge the gap between compact and full-size trucks, it struggled to find its niche. The design challenges included an underpowered engine and a lack of refinement. Dodge, therefore, introduced a sturdier V6 engine option, better styling, and enhanced build.

1978 Subaru BRAT

Due to its unusual structure, the Subaru BRAT, introduced in 1978, failed to impress users. It featured a unique blend of car and truck characteristics, with rear-facing jump seats. However, the seats were uncomfortable and viewed as unsafe, while the overall styling couldn’t be classified as a truck or a car. Subaru subsequently had to shift focus toward developing vehicles with broader market appeal, such as the Subaru Outback.

1985–1992 Jeep Comanche

The Jeep Comanche, produced between 1985 and 1992, failed primarily due to poor market timing and stiff competition. Introduced when compact trucks were gaining popularity, the Comanche struggled to carve out a niche. Unlike its competitors, which offered a broader range of styles and configurations, the Comanche was limited in its versatility. Consequently, sales were low, and Chrysler discontinued the Comanche while channeling resources to more profitable SUV and truck lines.

1972–2002 Isuzu P’up

Outdated design, lack of updates, and competition from modern small trucks affected the success of the 1972–2002 Isuzu P’up. The vehicle had retained a simplistic approach that initially appealed to budget-conscious consumers, but with changing preferences, consumers began favoring trucks with better output, advanced technology, and improved comfort. Isuzu had to exit the U.S. passenger vehicle market to concentrate on commercial vehicles and other regions with stronger market positions.