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Are Trucks Getting Too Fancy?

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Are Trucks Getting Too Fancy?

The Texas State Fair media days are going on right now, and the event's become synonymous with big truck launches. Big, shiny, pretty, luxurious, twin-turbo launches. It begs the question: Are trucks getting too fancy?

When the Ford F-150 Platinum debuted atop the already comfy-to-the-point-of-obnoxiousness King Ranch Edition (which itself usurped the Lariat) we asked one of the Ford product planners if this was the most luxurious truck they'd ever build. He laughed and told us there was no top-end for luxury truck buyers. They're called "Lawyer Trucks" and if you build it fancy, they will come all over their $1,200 custom alligator boots.

But there's another side to this. People who do actually need trucks to haul livestock and equipment and have families often can't afford multiple vehicles, so the truck also has to be the family car and, in the past, this has meant long benches in the back with no seatbelts. For them, a new F-350 or Denali HD with comfortable seats and a rear-seat entertainment system is giving them something they want and arguably need.

For the accountant in the F-150 Harley Davidson edition who doesn't even own a Harley, these trucks probably aren't fancy enough. For everyone else, trucks seem to have reached the point of comfort and are slowly sliding towards a point where ability is sacrificed for luxury. We'd rather everyone just stop before it goes too far.



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Yetw hen a company from India wants to sell a simple, cheap, diesel powered pickup, it gets mocked mercilessly. Now that's irony.

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Part of the longer answer lies in the makeup of option packages which often force unwanted features in order to get a desired option. At this point, the full-size trucks remain the most customizable products on the market - that's where it becomes problematic. If option packages go too far toward the forcing of features, it really hurts some of the breadth of appeal the trucks have enjoyed for a very long time.

This issue is why I ended up with a new GTO instead of an Avalanche, the option packages prevented me from getting what I wanted at a reasonable price.

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