An unnamed product planner for an unnamed truck company candidly told me off the record once: “There is no ceiling for trucks right now. It’s incredible.”
He’s right. Ford’s announcement yesterday of a truck that’ll likely sniff $60,000 to start is a far cry from your grandfather’s Ram that he bought for three dairy cows and a handful of sawdust.
Reuters reported that the average sale price for a full-size pickup is $42,429, which is 30-percent higher than it was six years ago. Certainly, trucks don’t have 30-percent more stuff or 30-percent more anything to justify the price hike. Truckmakers are just being good ol’ capitalists and testing what the market will bear.
2016 Ford F-150 Limited Photo Gallery
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