Chrysler Group LLC and Ford Motor Co are testing the limits of truck buyers’ appetite for pickups loaded with leather, chrome and heated seats at price tags that can top $50,000.
It took just three days for dealers to snap up the full- year’s allotment of Chrysler’s new luxury-trim Ram Laramie Limited pickups, brand President Fred Diaz said in an interview. Ford, whose F-Series has been the top-selling vehicle line in the U.S. for 30 years, said this week it will add a range- topping Limited luxury model later this year.
“I don’t know if you can put enough bells and whistles on trucks,” said Hayden Elder, the owner of a Chrysler dealership in Athens, Texas, 75 miles southeast of Dallas. “In my mind, I never have enough high-end trucks.”
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