Pickup truck buyers have shown increasing willingness in recent years to shell out cash for luxury and Ford Motor Co. is happy to oblige.
The new Ford F-Series Super Duty Limited trim brings new levels of luxury, technology and comfort to the arena of heavy-duty pickup trucks. The automaker unveiled the swanky truck at the Texas State Fair in Dallas on Thursday.
The Limited trim has been available on the light-duty F-150 since 2015 and will now be offered on 2018 model year F-250, F-350 and F-450 pickups. It features a starting price of more than $80,000, easily the most expensive pickup truck model on the market. Selecting all options on the highest level F-450 Limited runs the total price up to $94,455.
“Super Duty Limited is the most luxurious and advanced heavy-duty pickup truck ever created by Ford for accomplished buyers, with appetites for the high life and hard-earned dollars to match,” said Todd Eckert, Ford truck group marketing manager.
Ford is responding to market demand that hasn’t yet run up against a price ceiling, as well as feedback from customers who the automaker believes are unwilling to sacrifice comfort and convenience just because they drive a heavy-duty pickup.
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The Super Duty Limited is equipped with a number of standard features that cannot be found elsewhere in the heavy-duty segment, including adaptive cruise control, adaptive steering and a 360-degree camera for better visibility.
The truck will also have lane-keeping and forward collision alerts; Ford’s most advanced SYNC 3 infotainment; a panoramic moonroof; and heated and cooled leather front seats.
Four-wheel drive is standard on the Super Duty Limited trim, and Ford’s 6.7-liter turbodiesel Power Stroke engine is standard. Single or dual-rear wheels are available.
Pricing starts from $80,835 for the F-250, $82,010 for the F-350 and $87,100 for the F-450.
“We created this new truck to answer the call for even more premium choices in the Super Duty range as we see more and more truck customers trending to more premium models,” Eckert said.
More than 50 percent of Super Duty purchases in 2017 are the high-end Lariat, King Ranch and Platinum trims, according to Ford. Between 2012 and 2016, the average transaction price of a full-size pickup truck increased more than 20 percent from $32,444 to $39,125.
The pivot to luxury has only helped Ford truck sales.
Through the first eight months of 2017 the Ford F-Series was the top-selling vehicle in the U.S. with sales of more than 576,000 trucks, a 9.2 percent jump compared with the same period last year, according to industry research firm Autodata Corp.
The Ford F-Series Super Duty Limited will be available this winter.