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Welcome to the Era of Expensive, Luxury Trucks

By William Maley

· 2,995 views

  • And automakers don't know where the breaking point is

The State Fair of Texas began last week and truck manufacturers were out in force with new models to tempt consumers in the largest truck market in the U.S. Both Ford and Ram Trucks rolled out new luxury trims of their pickups - Ford with the Limited and Ram with the Longhorn Southfork. Both trims can easily reach $100,000 which to some is pushing it. But marketers at the truck manufacturers tell Automotive News they don't know where the ceiling is on how much consumers are willing to spend.

"It's hard to guess how big the market is. I don't think trucks have found a ceiling yet. You get customers who want every bell and whistle," said Todd Eckert, Ford's truck group marketing manager.

"For us, it is not about the dollar amount. It's about meeting the needs of the customers. We see an opportunity in the marketplace to bring the Limited trim to Super Duty. We know customers will demand it."

Luxury models are in demand and truck manufacturers are having a difficult time keeping them in stock. For example, more than half of Ford's F-Series Super Duty trucks sold are the high-end models - Lariat, King Ranch, and Limited.

As there is no ceiling yet, manufacturers are considering going even further. Sandor Piszar, Chevrolet truck marketing director said they have found a group of customers that are willing to pay "for a bigger, more luxurious and more capable truck."

Source: Automotive News (Subscription Required)

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    Grand Master

    Drew Dowdell

    Editor-in-Chief
    1 minute ago, William Maley said:

    Are we really arguing about heavy-duty trucks and S-Classes... again?

    What kind of planes are we talking about? Boeing Dreamliner? Airbus A380?

    I really don't want a Cadillac truck, and this is coming from someone who likes the EXT. I get it would bring in piles of cash, but I don't want a Mercedes X-Class situation. It would dilute the brand a bit too much and make me wonder what they're trying to be aside from following every single move from luxury automakers.

    I do want a Cadillac truck, but only if it is something like the EXT which can't be found anywhere else in the GM lineup.  I would not want a rebadged Denali in the Cadillac lineup. 

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    Grand Master

    G. David Felt

    Members
    2 minutes ago, William Maley said:

    Are we really arguing about heavy-duty trucks and S-Classes... again?

    What kind of planes are we talking about? Boeing Dreamliner? Airbus A380?

    I really don't want a Cadillac truck, and this is coming from someone who likes the EXT. I get it would bring in piles of cash, but I don't want a Mercedes X-Class situation. It would dilute the brand a bit too much and make me wonder what they're trying to be aside from following every single move from luxury automakers.

    I see the point you are wanting to make but have to disagree that the EXT diluted Cadillac. I agree that the HD line of luxury in Cadillac is not needed, but a Half Ton luxury like the EXT is fine.

    I like the CT6 but will never buy it as it is not roomy enough for me and I do not like being on the floor when driving. For me Luxury SUV and Pickups from Cadillac in the manner of the EXT is what I want and believe can help Cadillac. 

    Want Luxury HD, I will happily point you to GMC.

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    • Enthusiast

    William Maley

    Editor
    2 minutes ago, Drew Dowdell said:

    I do want a Cadillac truck, but only if it is something like the EXT which can't be found anywhere else in the GM lineup.  I would not want a rebadged Denali in the Cadillac lineup. 

    I wouldn't mind that so much, but then I would be wishing for the return of the Chevrolet Avalanche.

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    • Grand Master

    G. David Felt

    Members
    2 minutes ago, William Maley said:

    I wouldn't mind that so much, but then I would be wishing for the return of the Chevrolet Avalanche.

    And that is fine, having two distinct different levels of the Avalanche works. One in Chevy and one in Cadillac.

    We just do not want what started this in 1999 with the GMC denali Yukon and then a rebadge Escalade. They truly need to be distinct and different.

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    • Grand Master

    Drew Dowdell

    Editor-in-Chief
    2 minutes ago, William Maley said:

    I wouldn't mind that so much, but then I would be wishing for the return of the Chevrolet Avalanche.

    Me too... but only if the avalanche was a relatively exclusive vehicle.... no LS trims... LT or High Country only.

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