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)