Yes, you got that right: pickup trucks are becoming luxury vehicles, as Ford just revealed its most expensive “redneck mobile” yet: the F-Series Super Duty Limited ,which comes with a hefty price tag of $80,835. If you’re thinking along the lines of “I can buy like three cars for that kind of money”, well, take a load of this: the king of the jungle, the company’s flagship F-450, which is the Super Duty’s biggest version retails for almost $95,000, fully loaded.
And for that kind of money, you’ll get enough power to tow an F-35 jet-fighter, provided that’s your cup of tea. However, while sheer power is a cool thing to have, crazy-power alone doesn’t justify the German SUV-like price. What do you get for a bucket of dollars? The answer is pretty much everything: panoramic glass roofs, cooled/heated seats, 360 degree backup cameras, custom two-tone leather seats, a cool steering wheel, wrapped in hand stitched leather (heated, of course), i.e. all the bells and whistles you’ll (never) need.
Some may argue that Ford went berserk, considering the fact that the company is asking Lexus BMW/Mercedes prices for a humble Ford pickup truck. The thing is, it’s all based on marketing science, as pickup trucks sales in 2016 amounted for more than a third of all vehicles carrying a price tag of $50,000 or more. Also, American customers paid $46,844 for a pickup truck on average.
Ford is not the only American manufacturer offering obscenely priced pickup trucks at the State Fair of Texas this month. Fiat Chrysler’s RAM 2018 Laramie Longhorn Southfork edition boasts a luxurious walnut trimmed steering wheel and Wi-Fi/4G connectivity, while their Heavy Duty Lone Star Silver (available in Texas only by the way) comes with an uber-bling chrome grille. Both retail for approximately $50,000.
Even if some of my readers would instantly buy a brand new Mercedes Benz S-Class for 80 grand, one may argue that considering all the technology incorporated into these high end pickup trucks is definitely worth the money asked. And yes, the demand for high end/luxury pickup trucks is as strong as it gets and on the up and up.
Photo: LM Otero, AP