By KIMBERLEY McGEE

One industry on the move in Las Vegas is the sale of high-end pickups. While the economy continues to inch forward, local auto industry professionals say sales are revving up for the full-size truck market.

Truck buyers are predominantly males and generally over 35 years of age, average is late 40s. And that statistic hasn't budged as the economy has fallen by the wayside, said Doug Fleming, sales manager for Findlay Chevrolet in Henderson.

"The buyer has not really changed," he said, "though GM has changed and we now produce so many smaller, more economic vehicles that it has changed our customer grid and percentages internally. Normally, truck buyers have a need for a truck whether it is work, towing, recreation or in some cases they just like bigger, safer vehicles."

Nevadans love their trucks as much as any state with wide open spaces, and now they have more options. The market breaks up at just under $30,000, with construction workers and others who need pickups for work purposes usually buying below that cost point and professionals, retirees and others who either prefer the truck for aesthetics or its towing capabilities buying above that price line.

"The Midwest and farming areas are full of trucks. Texas has (its) own special editions. Plus, anywhere there is snow they have a bigger need for trucks," he said. "Then on the flip side, in many areas where space and parking is an issue, they don't want bigger vehicles. We are in the middle."

The truck market has remained strong in Nevada, based on need as well as the quality of the vehicles rolling out of plants in the middle of the country.

"The fuel economy on trucks has improved dramatically the last 10 years with innovations like active fuel management and putting six speed transmissions in them," Fleming said. "This keeps truck buyers in trucks opposed to downsizing. There has been some downsizing but not (very) dramatic."

Findlay Chevrolet's best seller is the 2012 Silverado 1500 with the StabiliTrak Electronic Control System with Trailer Sway Control and Hill Start Assist, he said.

"Crew cab trucks are the most popular model, followed by extra cab, and then last is the regular cab," Fleming said. "Recently we have sold a lot of the new (compact car) Cruzes as well. We have made major strides in the small car market in the past couple of years. Also, the new Camaro has been out for three years this month and is a great seller for us as well. A high end truck can cost as much as $60,000."

The average selling price of the stocked Silverado is about $35,000 for consumers.

"The Fleet edition, ones those businesses buy, are cheaper and have less amenities," Fleming said. "Our regular cab Silverado starts at $26,000 and a diesel fully loaded LTZ crew cab could be up in the low $60s. Trucks do last a long time, though consumers still generally buy a new vehicle about every few (years). That data is a little dated and it seems that the last couple of years people have held off a little longer than usual. However, it will still be close to that number."

Nationally, consumers are asking for more amenities than previously, a bright spot in an industry that has had a few bumpy years.

"At Findlay we have great customer retention and loyalty," Fleming said. "We are pretty fortunate because we are locally owned and operated by a community-oriented family with deep roots in Las Vegas. In addition, we don't preload our vehicles with things like window tint, pin stripes, paint sealants or anything else that consumers would rather have a choice of purchasing. We understand that if we take care of the customer, everything else will take care of itself. Basically meaning more sales, referrals, profits, and repeat business."

Findlay in Henderson is currently hiring. Customer service is key for all of its departments, from the front floor room to the garage. Go to www.findlaychevy.com for more information.

"Specifically (we need) sales people for retail and fleet sales," Fleming said. "We just hired some more technicians and might hire more in the near future as well. With sales people we are looking for outgoing people who have a desire to help others. They need to have a professional appearance and attitude and be hungry to work."

At Team Ford Lincoln in Centennial Hills, the pickup market is booming.

"It's a craze and people of all ages and demographics still need trucks," said Steve Olliges, president of Team Ford Lincoln. "They're not just for work, but so many of our customers are using them for recreational activities as well, like jet skiing, towing horses, camping, motorcycling etc."

Sales have steadily climbed in the past few years for the pickup market, he said. That is based on the need as well as the choices available for trucks, from amenities such as LED interior lighting to the impressive qualities Ford has put into its fleet of pickups.

"The trucks get incredible gas mileage," Olliges said. "Ford took notice of the impact that the rise in fuel prices had on truck sales back in 2008 and developed a new series of power trains that deliver class leading fuel economy and horsepower."

Ford Motor has five high-end versions of its best-selling F-150 pickup.

Ford's new FFV V-6 engine produces 302 horsepower and receives 23 miles per gallon on the highway. The new 5.0L V-8 has 360 horsepower and gets 21 mpg on the highway.

"Or the power train everyone's been talking about, the new 3.5L EcoBoost twin- turbocharged V-6 with 365 horsepower and 22 highway mpg and the capability to tow up to 11,300 (pounds)," Olliges said. "Just a few years ago, those were good mileage figures for small and midsize cars let alone full-size trucks, so Ford has definitely stepped up and become a leader in the technologies that matter most to our consumers; quality, reliability, fuel economy and safety."

And these trucks are safe.

"Not only are they built on hydro-formed steel frames, but they utilize the latest in high strength steels and occupant safety technology like side impact and canopy air bags, dual stage front air bags, sensors that know where the seat is positioned so the air bags deploy at the right speed for the condition and even a weight sensor that knows when there's a small child sitting in the front passenger seat and automatically deactivates the passenger air bag," he said.

"All these features give your family the peace of mind to know that in the unfortunate event of an accident that you've got the best protection that Ford can give you. That's important to Ford and it's important to me and Team Ford Lincoln."

The recent innovations and affordability has helped the pickup market grow. Last year Ford's high end F-150 sales accounted for almost 30 percent of all F-150 sales nationally, an increase that isn't surprising to Olliges.

"How many times have you heard someone say, 'Can I borrow your truck?', 'Oh, if I just had a truck I could do this,' " Olliges said. "Trucks appeal to buyers of all ages. From the young driver taking his motorcycle to the mountain, to the guy who needs the capability to take his tools to work and the ability to haul loads, or the woman who just wants to feel safer and more secure because they're larger and have all the same comfort features of many of our popular sedans and SUVs.

"Trucks give people the freedom to do the things they want to do when they want to do them. That's something that a car just doesn't offer."

The market has taken a swing toward more sedan and SUV buyers taking a second look at trucks, particularly those that can tow or move large amounts of equipment.

"Americans just love pickups," Olliges said. "Whether it's the Midwest, Texas, Arizona, California or Nevada, I think it's just a way of life. People are still driving these trucks as daily transportation and I don't think that's going to change. Consider our hottest seller, the Ford SVT Raptor. It's 6.2 liters and 411 horsepower of pure adrenalin."

The Raptor is 7 inches wider than Ford's standard F-150 and has the capability of running through the desert at more than 100 mph, "all while giving you the most amazing experience you could ever expect from a truck," he said.

Team Ford Lincoln was the number one Raptor dealer in the United States, Olliges said, "so that alone says a lot about the truck market here in Las Vegas. It's here to stay."

The team is currently hiring for many different positions around the dealership.

"We've been seeing a slow, steady growth in business over the last two years with each month being an improvement over the last," Olliges said. "That's a very good sign.

"Along with the growth of the Las Vegas economy, Team Ford Lincoln is definitely growing and expanding our services to match the needs of our customers. Whether it's a technician, service adviser or sales professional, we're always looking for that person who has a great attitude, positive outlook and a great heart that will go the extra mile for a customer and make a difference, so we encourage those people to apply and find a career here at Team. We pride ourselves on having great benefits and pay, not to mention this is a great place to work for both men and women."

At this time applications are particularly needed for technicians, service advisers and sales professionals. Ask for the human resources department at the Centennial Hills dealership to apply.

"Experience for some jobs is vitally important (technicians), but in other positions (sales, service advisers) the most important asset is a great attitude, a willingness to learn and exceptional customer service skills," Olliges said.

The uptick in truck sales has been seen across the valley as well.

"It is not the same old truck market that is for sure," said Wesley Gregg, general sales manager for Gaudin Ford in Henderson. "We have people from all over the valley and the rural parts of Nevada buy today's trucks."

The change is significant for new buyers.

"If you have not driven a truck in sometime you really should," Gregg said. "The Ford trucks of today handle the heavy workloads like they always have but the fundamental change we have seen in the last couple of years is the reliability, comfort and miles per gallon that customers are raving about. This has brought people that would not normally be buying trucks into dealerships and buying them."

The demographic of buyers has changed in recent years, but that is not to say it has stayed stagnant. Despite high gas prices, buyers have turned to trucks over family cars, Gregg said, because of the better overall value once they drive the truck off the lot.

"People who are not necessarily loading up the back or pulling trailers are buying today's Ford trucks," Gregg said. "Also with rebates and incentives that are being offered by Ford and Gaudin Ford we are seeing a broader range of people who can afford them. So because of this we are getting a younger demographic coming to our market."

One of the major latest amenities, the fleet of Ford EcoBoost trucks, offer approximately 20 percent better fuel efficiency than other turbocharged, direct injected gasoline engines on the market at the moment. Ford plans to have 750,000 EcoBoost trucks on the road by the end of the year, which seems to be doable based on 2011 sales of this latest high-end addition to the truck market, Gregg said.

"It's creating a real buzz," Gregg said. "You won't believe what you are missing. It is a game changer. It does more with less. (It has) up to 15 percent reduction in (greenhouse) emissions. Diehard V-8 drivers are switching over to the V-6 EcoBoost engines. At first they are really reluctant to drive one but when they do they can't believe it's a V-6. Better fuel economy and the power that they love from Ford."

Gaudin Ford is expanding with the market.

"The industry is back and people are buying again," Gregg said. "We are hiring for sales service and our body shop. Gaudin Ford (in Las Vegas) has been around since 1923 and is still family-owned and operated. So the first and most important qualification we have is applicants must have great customer service."

To apply go to Gaudin Ford's newest location on the Las Vegas Beltway and South Rainbow Boulevard.

For those looking to make a switch from sedans to pickups, Gregg offers this advice.

"You have to drive before you buy," Gregg said. "There are a lot of great trucks in the market and it has become very competitive, which benefits the consumer. But remember, the Ford F-150 is the No. 1 selling truck for 2011."