Even the biggest names in the truck world don’t always get it right. While some models become icons, others fade into obscurity after failing to meet expectations. Whether due to poor sales, reliability issues, questionable design choices, or simply being tone-deaf to what truck shoppers actually wanted, these pickups missed the mark.

Some were over-engineered in the wrong ways, others weren’t rugged enough, and a few were just plain ahead (or behind) their time. And while automakers usually learn from their mistakes, these flops serve as reminders that not every truck wearing a popular badge is guaranteed to be a hit.

Here are 15 trucks from major brands that didn’t live up to the hype.

1. 2002 Lincoln Blackwood

Lincoln’s first (and short-lived) attempt at a luxury truck was a textbook case of misunderstanding the market. The Blackwood came with a carpeted, non-functional bed that was about as useful as a pickup with a sunroof. Worse yet, it lacked four-wheel drive—pretty much a deal-breaker for truck buyers. With just 3,383 units sold, Lincoln pulled the plug after one model year.

2. 2019 Mercedes-Benz X-Class

If you’re unfamiliar with the X-Class, it’s likely because it was only available in Europe, Australia, and South Africa. Not so long ago, Mercedes tried its hand at the pickup game, hoping luxury truck buyers would bite. The problem? It was essentially a rebadged Nissan Navara with a Mercedes price tag. Consumers saw right through it, and sluggish sales led to its discontinuation in 2020.

3. 2024 Tesla Cybertruck

The Cybertruck promised a futuristic, game-changing design—but so far, it’s been more of a wild experiment than a true competitor. Early models suffered from production issues, build quality concerns, and a price that didn’t match the initial promise. What started as a vehicle to “disrupt” the truck industry instead became a niche product struggling to gain mainstream traction.

4. 2006 Honda Ridgeline

Honda’s unibody Ridgeline was a radical departure from traditional body-on-frame pickups. While comfortable and innovative, its towing capacity and ruggedness fell short of expectations for truck buyers. It has since found a small, loyal audience, but early sales struggled as traditional truck owners passed it over.

5. 2004 Chevrolet SSR

The SSR was a bizarre mashup of a retro hot rod, convertible, and pickup truck. Chevy thought nostalgia would drive sales, but its tiny bed and underwhelming performance made it more of a collector’s oddity than a useful truck. It lasted just three years before Chevy scrapped the idea.

6. 2002 Subaru Baja

Subaru tried to revive the car-truck hybrid concept with the Baja, but the market wasn’t having it. It had a tiny bed, odd styling, and wasn’t quite rugged enough for truck buyers or comfortable enough for car buyers. Sales fizzled, and Subaru pulled the plug after four years.

7. 2010 Dodge Dakota

The Dakota was supposed to be the perfect midsize truck, but by 2010, it had lost its edge. It was too big to compete with smaller trucks but not capable enough to steal full-size buyers. Slumping sales led to its discontinuation in 2011, marking the end of Dodge’s midsize truck ambitions.

8. 2015 Chevrolet Colorado Diesel

A diesel version of the popular Chevrolet Colorado seemed like a great idea—until reliability issues and higher-than-expected maintenance costs soured the experience. While some diesel fans loved it, mainstream buyers didn’t see enough of an advantage to justify the added cost and complexity.

9. 2005 Ford Explorer Sport Trac

Part SUV, part truck, the Sport Trac never really found its audience. It had a small, awkwardly shaped bed and lacked the power and capability of a proper pickup. It lingered on the market for a few years before Ford ultimately discontinued it in 2010.

10. 2001 Isuzu Hombre

The Isuzu Hombre was little more than a rebadged Chevrolet S-10, and that was part of its problem. It didn’t offer anything unique to truck buyers, and Isuzu never had a strong foothold in the U.S. pickup market. Sales were weak, and it quietly disappeared after the 2000 model year.

11. 2003 Mitsubishi Raider

Mitsubishi tried to get a slice of the midsize truck market with the Raider, which was based on the Dodge Dakota. Unfortunately, it failed to stand out in any meaningful way. Low sales and Mitsubishi’s shrinking U.S. presence led to the Raider’s demise by 2009.

12. 2007 Suzuki Equator

Another forgettable rebadge, the Suzuki Equator was just a Nissan Frontier with different badging. And with Suzuki’s dealership network already on shaky ground, buyers saw little reason to choose it over the real thing. Sales were minimal, and it vanished from the market by 2013.

13. 2019 Ford Ranger

Ford brought the Ranger back to the U.S. in 2019 after an eight-year absence, but it felt like an old truck wearing new clothes. It lacked modern features and wasn’t as refined as competitors like the Toyota Tacoma and Chevrolet Colorado. Sales were decent, but it never dominated the segment like its predecessor.

14. 2005 Lincoln Mark LT

After the Blackwood flopped, Lincoln tried again with the Mark LT, essentially a rebranded Ford F-150 with more chrome. It was a step up from the Blackwood in terms of functionality, but buyers still weren’t sold on the idea of a luxury truck from Lincoln. Ford ultimately replaced it with the Platinum-trim F-150.

15. 2022 Lordstown Endurance

The Lordstown Endurance was supposed to be a breakthrough in electric pickups, but it became a case study in what can go wrong with a startup automaker. Production delays, financial struggles, and a lack of consumer confidence sealed its fate before it ever had a real chance to compete.

Not every truck from a top brand turns out to be a winner. Some models fail because they don’t meet customer expectations, while others suffer from poor marketing, bad timing, or mechanical flaws. The trucks on this list prove that even the biggest names in the industry don’t always get it right.

Still, automakers learn from their mistakes. The rise of modern midsize trucks, the success of luxury-trim pickups, and the growing electric truck market all show that manufacturers are constantly evolving. But every now and then, a truck comes along that just doesn’t work…and when that happens, it’s a reminder that even the best brands sometimes get it wrong.