Staff Writer - CheersandGears.com
June 13, 2013
At one time, the term 'luxury pickup truck' was an oxymoron. But now, automakers are churning them out like they're not going out of style. Ford has three different luxury versions of the F-150 (King Ranch, Platinum, Limited), General Motors has the GMC Sierra Denali and Chevrolet Silverado High Country, and Ram has the Laramie Longhorn and Laramie Limted. However, Ram CEO Reid Bigland believes there is more room for a more posh truck.
“I don’t even know where the ceiling is on the premium pickup truck,” Bigland said to reporters this week.
For those wondering, the Ram Laramie Longhorn models start at $44,585 for the 1500 and goes upward from there.
“We don’t even know if that’s the ceiling or if we should go above that,” Bigland said.
Bigland didn't go into details of what a super-premium pickup would look like, but noted Ram would have to be careful the add-ons weren’t “frivolous.”
Source: Automobile Magazine