[ip26]

I think the better question is what's so wrong with the SUV/Truck market that they don't have to compete on TCO?

The chicken tax, as discussed elsewhere in this thread. 25% tariff on imported trucks means domestic trucks have almost no foreign competition.

The one place they do, the compact/mid-size market, is totally dominated by the Tacoma (which sidesteps the chicken tax with domestic assembly), which is coincidentally famous for being an exceptionally reliable truck...