DETROIT – Despite the coronavirus pandemic, automakers are holding their own as pickup truck sales remain strong. Automakers can charge much more than the cost for a pickup truck. “Even though they’re going flat out, and even though they are running three shifts and they’re going as fast as they can, that was two months of production that you cannot go back and make it up," Brinley said. So that has made a difference with new players in the segment," Brinley said. The more competitive it gets, the more they’re going to bring it," Brinley said.