Ford and Dodge's Big Bets on Big Trucks

Despite high gas prices, pickups are still key to profits for Ford and the Chrysler division. Failure of these two redesigns is not an option

Ford (F) and Chrysler, even as they battle each other for "green" bona fides with hybrids, plug-ins, and clean diesel vehicles at the North American International Auto Show this week, yearn for the days when every Polo-wearing, baby-boomer, weekend deck-builder looked at pickup truck ads with the longing eyes of a debutante coveting the latest Gucci purse.

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