Ford Motor Co. will be launching a Limited version of the F-150 to cope with the rising demand for high-end pickups. The F-150 Limited is likely to have a starting price of about $60,000. With options, it will probably exceed $70,000. It has recently been introduced in Los Angeles and it is slated to start selling as a 2016 model this winter.
It will be equipped with a set of 22-inch polished aluminum wheels and Mojave leather seats. Its interior features aluminum and fiddleback eucalyptus as accents. The production number of every truck made is laser-engraved in a VIN plate on the center console lid. In a statement, Ford’s product development chief Raj Nair said that a new bar is set by the F-150 Limited for what customers should expect in a high-end truck.
Nair said that Ford is adding technologies that are segment-exclusive. It will receive features that boost productivity, convenience, and performance as well as those that boast some distinctive styling. The 2013 and 2014 F-150 had a Limited trim available for $53,000 and higher but this was stopped when the aluminum-bodied 2015 model entered the market.
During the first six months of 2015, about 60% of F-series sales were the high-series trims like the Lariat, King Ranch and Platinum. Because of this, the average transaction price of the truck has increased by 9% to $44,100 compared to the previous year.
Even if the Limited trim isn’t predicted to sell in big volumes, it represents another way for the company to optimize revenue from the very profitable F-series range.
It has a starting price that’s around $10,000 higher than that of the Chevrolet Silverado High Country. It costs $8,000 higher than a Ram 1500 Limited while it’s the same as a BMW X6. Expect the complete pricing list in the later part of summer.
Karl Brauer, senior director of insights for Kelley Blue Book, said that many people choose trucks because it is “both a work tool and a status symbol.” He said that there are many rich people in business who are willing to spend $50,000 to $70,000 for an “extremely capable and extremely luxurious truck.”
TrueCar estimated that last year, Ford was able to sell around 190,000 F series for more than $50,000. It had more sales than BMW’s 3, 5 and 7 series combined and even the entire Audi brand. The F-150 Limited will be powered by a 3.5-liter, EcoBoost V-6 engine, which is an option that costs $400 on the King Ranch and Platinum trims.
It features a unique grille, a raised “Limited” lettering on its hood and some satin-chrome exterior accents. Meanwhile, it gets massaging front seats, a Sony 10-speaker sound system and scuff plates with “ice blue” backlighting inside.