Interviewed at the National Truck Equipment Association's Work Truck Show in St. Louis this month, Joe Veltri, Chrysler Group vice president of product planning, touched on the subject once again. "We're thinking of something that will separate itself from the full-sized truck more than what happens today, both in capability, price and size," said Veltri. While the automaker has reportedly shelved the idea of developing a mid-size truck on a unibody platform (the segment is currently owned by the Honda Ridgeline - its sales plummeted 51 percent between 2008 and 2009), the company feels there is a need for a smaller and more fuel efficient pickup without the unnecessary size or capabilities. According to Veltri, buyers still want pickup trucks but they want better fuel economy. "Everybody has gotten the formula wrong," he adds. Well, everyone except Ford and the ancient-though-still-small Ranger.