November 8, 2018 2:45 PM, EST

History Channel Debuts ‘Truck Weekend in America’

Ford F-150 trucks on a lotFord F-150 pickup trucks on a lot. (Keith Srakocic/AP)

Inspired by the “Shark Week” ratings phenomenon, the History Channel is turning to trucks.

“Seventy-eight percent of their viewers own at least one truck,” said Mike Levine, Ford North America product communications manager. “We don’t know if any Discovery Channel watchers own a shark.”

At 8 p.m. Nov. 10, “Truck Weekend in America” launches six hours of truck programming that spotlights new trucks, rescue trucks, restoring trucks, how trucks are built in factories and how trucks have transformed our culture.

Truck segments air 8-11 p.m. Nov. 10-11.

The project is a collaboration with Ford Motor Co., manufacturer of the Ford F-Series, America’s top-selling truck for 41 years.

Southwest Airlines Shark Week fleet

Southwest Airlines launched a "Shark Week" fleet in celebration of the Discovery Channel's 30th anniversary of the event this summer. "Shark Week" inspired History Channel's "Truck Weekend in America." (Stephen M. Keller/Southwest Airlines via AP Images)

No doubt, Americans love their trucks. After Ford’s F-Series, the best-selling vehicles in the United States are Chevrolet Silverado and Ram pickups.

“ ‘Truck Weekend in America’ breaks with the traditional media mold with a programming event built on stories that are steeped in history, with an eye to the future,” A+E Networks Group President Paul Buccieri said. “From the latest truck technology to vintage vehicles to totally unique modifications and everything in between, this outstanding collaboration delivers a weekend full of nonstop content, the likes of which truck lovers have never seen before.”

History Channel reaches more than 96 million homes.

Truck makers love the idea of more truck TV.

Brian Watkins, advanced technology communications analyst at Toyota, said, “Trucks are the four-wheeled American icon. They are both workhorse and status symbol. No other vehicle so clearly epitomizes the American work ethic as a good ol’ pickup.”

He added, “We’re excited about Truck Weekend because trucks have a legendary history in America and Toyota builds legendary trucks. We’ve been offering the Land Cruiser in the U.S. for over 60 years, and the Tacoma remains the midsize segment leader.”

Meanwhile, folks at Ram Trucks recognize the growing appetite for trucks.

“For the longest time, pickups were considered work vehicles, but combine features like air suspension and luxury interiors with the strongest loyalty in the business,” Ram product spokesman Nick Cappa said, “and it’s no wonder the top three spots of sales volume in the United States belong to pickups. Now that’s an audience not to be ignored.”

Through October, U.S. shoppers purchased 1,951,911 full-size pickup trucks and 413,522 midsize pickup. Full-size pickups made up 13.7% of light vehicle sales while midsize pickups made up 2.9%, according to Erich Merkle, U.S. sales analyst at Ford. “Against the backdrop of a strong economy, pickup sales continue to be highly sought after by both retail and commercial customers.”

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