Do Buyers Actually Want Less Expensive Trucks?

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Whenever we get a truck in for review across any of our sites, we often put up a post asking what you’d like to know about the truck. We recently did this for the 2015 Ford F-150 Platinum. Many of you wanted to know how a truck can cost that much and people still be able to afford to buy them. Many of you clamor for a less-expensive alternative to today’s trucks. But it appears that you’re actually in the minority.


Ford is in the business of making money. They’re a publicly traded company that has to answer to board members and shareholders. Building a product that customers want to buy is a key to this success. So far, that success has been in the Lariat and higher trims.

RELATED: Why Pay Retail? There are F-150 Deals to Be Had!

According to Automotive News, 60% of the F-150s sold so far this year have been the Lariat, King Ranch, or Platinum trim levels. Last year, if you remember, Ford sold more trucks over the $50,000 price point than BMW sold 3, 5, and 7 series combined. People want luxury trucks, and they are purchasing them en masse.

Case in point, today Ford announced a new trim level for the 2016 model year. No, it’s not an entry level, get-you-in-the-door truck with few options. No, it’s a top-of-the-line, fully-loaded Limited edition. The Limited is designed to sit ABOVE the Platinum.


Modern-day buyers want features and functionality in their trucks. As long as people want that in their lives, Ford will continue to offer trucks to cater to that demand.

What do you think? Let us know in the forums!

Chad Kirchner is a regular contributor to Corvette Forum and Ford Truck Enthusiasts, among other auto sites.

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