Despite environmental pressure on the US auto industry, the Big Three still depend on the full-size pick-up market for a huge chunk of their business. So green issues were put to one side on day one of the Detroit Show, as both Ford and Chrysler unveiled crucial new models in the sector.

With typical showmanship, Chrylser brought the streets of Detroit to a standstill – by driving a herd of 120 longhorn cattle down the road outside the motor show. The cattle – complete with cowboys and cowgirls – were there to announce the launch of the all-new Dodge Ram. Chrysler head of sales and marketing Jim Press couldn’t resist a pun – saying the new Ram would “separate Chrysler from the herd”. Improvements include better interior finishes and a more powerful 5.7-litre hemi V8. The Ram will gain some green credentials in 2010, when hybrid and turbodiesel versions will join the range.

Ford didn’t brave the Detroit chill, launching its F-150 pick-up inside the Cobo Arena. The F-series has been the number 1 selling pick-up for the past 31 years, and is the single best-selling car in the world. “It’s an American icon,” said Mark Fields, president of Ford’s American operations. And like Dodge, Ford knows the demographic for its big pick-up. Endorsing the F-150 were a monster truck driver, a Nascar racing driver, a rodeo bull-rider and top country singer Toby Keith.

As with the Ram, Ford has added many customer-oriented features to the truck, including flip-down steps on the tailgate and flexibile load restraints, while a stiffer chassis improves load-carrying and towing abilities. But there’s no diesel until 2010, when the F-series also receives Ford’s EcoBoost gas turbo direct injection engines.

The US automakers are scheduled to show eco-friendly concepts on Day 2 – but until then, they’re giving the good ol’ boys what they want.