Looking to test the upper limits of what U.S. customers will pay for a pickup truck, Ford Motor Co. later this year will launch a new version of its best-selling F-150 with one of the highest price tags ever attached to its workhorse truck.
With features including “fiddleback eucalyptus” wood trim, massaging seats and panoramic roofs, the Dearborn, Mich., auto maker’s coming F-150 Limited model will start about $60,000, a larger starting price than a Porsche Cayenne sport-utility vehicle.
The Wall Street Journal reported that industry experts say buyers for this class of uber-trucks tend to be blue-collar entrepreneurs who have the money and desire to flaunt their rides. Some have traded in German luxury cars and want the same leather, electronics and luxury appointments in a pickup, dealers say.
Overall, the share of $50,000 and up pickup trucks sold in the U.S. has more than doubled in the last five years, climbing from 9% in 2010 to 22% this year, according to car-pricing research firm Kelley Blue Book.
At General Motors Co., the No. 2 pickup seller with the Chevrolet brand, its share of pickups selling for more than $50,000 has jumped from 6% in 2010 to 26% this year, the research firm estimates, a trend bolstered by the popularity of its more premium GMC lineup.
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