Should Pick-up Truck MFRs Do An "INDIVIDUAL-like" Program Like The Germans?

2019 continued to grow upon the same trend we've been seeing for at least two years now. Consumers want pick-up trucks and sport-utility vehicles.

The bigger, the better.

And as it's been reported many times over at this point, these trucks are getting MUCH more luxurious. That includes things like the Ford F-150 Platinum edition and the launch of über luxury SUVs from marques like Rolls-Royce and Aston Martin.

But, if we're honest, it seems like the pick-up truck market is still getting slighted. THINK: How many customized pick ups do you see? We see a ton. The aftermarket is making a killing with special interiors, paint, wraps, light bars and other accessories.

This makes us wonder: Wouldn't it make sense if the manufacturers of pick-up trucks catered to this need and started offering programs like Audi Exclusive, BMW Individual, Mercedes' Designo or Porsche's Paint-to-sample?

Want a specialty paint job? $5,000.

Yearning for a plaid interior? Another upcharge.

Light bars, knobby tires, bash bars? Keep it coming.

What say you, Spies? Should pick-up truck manufacturers consider offering "Individual-like" programs like the Germans?

Dutchman - 1/7/2020 9:49:08 AM

+2 Boost

They couldn't. The factories, suppliers, employees and dealerships are not set up to offer this type of Personalization. It would take hundreds of millions and there are already enough trim levels in trucks to appease 99% of truck buyers. And there is already the opportunity at the dealership or aftermarket to get racks, hitches, bumpers and all the garbage that doesn't add any value to your truck.

CANADIANCOMMENTS - 1/7/2020 10:56:05 AM

0 Boost

With 330M Americans, I would be there is a market for a custom pick up truck program from any of of the big three. I can sit above the highest trim levels. It can start with custom paint and go from there. If Rolls and Bentley clients pay for this service as well as Porsche clients, why not follow this same strategy?

Dutchman - 1/7/2020 11:21:08 AM

+1 Boost

Bentley's are $100,000 more than your highest trim level pick up truck. Porsche sees personalization mostly in their higher end product GT3, Turbo, Turbo S, GT3-RS, GT2-RS. Also all $70k-$100k more than a high level truck. Finally there is a customization program for pick up's, it's sold by the dealer through their parts departments and those parts come from Ford, GM and Dodge. No one wants a Miami Blue F250 and guess what the factory doesn't want to change their entire paint process for the one clown that does.

Dutchman - 1/7/2020 11:24:37 AM

+1 Boost

I almost forgot to mention that a massive portion of the customization that does occur is carbon fiber, suspension and performance upgrades. No one is lapping the ring in a heavily carbon fiber equipped lowered F250 with magnetic ride and a spoiler the size of a dinner table.