Luxury Car Owners Ditch Sedans For Expensive Full-Size Pickup Trucks

Detroit’s Big Three are faced with surging demand for their full-size pickup trucks, especially for the most expensive versions; luxury car owners opt out of sedans and coupes, spending instead $70k to $100k for a fully loaded truck.

General Motors said it’s trying to keep up with demand for the 2019 Chevrolet Silverado, with customers especially interested in the new High Country model that can be fitted with upmarket features like heated seats, active noise cancellation and more, CNBC reports.

Tick these options and the Silverado’s price moves closer to the $70,000 mark, about the same as a fully loaded Mercedes-AMG E43.

Take a look at Ford’s best-selling F-Series trucks and you’ll find a variety of models that can reach up to $100k, like the new Super Duty Limited model that retails for $97,000. Doug Scott, Ford’s truck marketing head until recently, said that “every time we add a new premium edition, buyers tell us they want more.”

Of course Ram couldn’t be absent from the high-end of the truck spectrum; the new Ram 1500 Limited Edition can be fitted with features like a 19-speaker Harman/Kardon Sound system, the “Limited Level 1” equipment pack, heavy-duty shocks and other accessories, topping out at $90,325. And that’s before counting delivery fees.

FCA’s CEO Mike Manley said that they may continue producing a more expensive version of the Ram truck at their plant in Saltillo, Mexico, to aid production at their U.S. assembly lines. His predecessor, the late Sergio Marchionne, was planning to stop production of the truck in Mexico under pressure from the Trump administration, and instead building it in Detroit but the current demand can support three plants, according to Manley.

Mercedes might even join the full-size pickup truck segment

The phenomenon of the luxury truck has even forced Mercedes to study its options; the German carmaker has already launched their first pickup truck, the X-Class, but its smaller size than the full-size American trucks is one of the reasons Mercedes doesn’t offer it in North America. However, Daimler’s CEO Dieter Zetsche suggested that the time “may be ripe” for the company to get into the American truck business.

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  • TheBelltower

    If a pickup is parked on my street, then it’s someone’s landscaper. I wouldn’t let that Ram park in my driveway.

    • Major Lee Gassole

      Wow! Ever think of changing your username to TheBellEnd?


    I bought a fully tricked-out Ram 1500 Big Horn back in 2006…for about 40k. And yes…I was more than OK with swaggering up to the valet in it.(I live in LA)
    “Luxury Truck” is not an oxymoron.It’s been heading in this direction since at least the early 2000s.

  • no25

    i rather trade up my sedan for a full-size SUV than a pickup but that’s just me I guess.

  • Bash

    The longhorn is my personal favorite among them all. Many would argue with that, but a lot will simply agree. Don’t know why they didn’t feature it here in the gallery.

    • Maximilian Norlande Rabbitt

      Things not featured in the gallery: the shiny models that were actually MADE to look and feel luxurious.

      • Bash

        They should have.

  • Michael_66589

    That’s good way – if V8 will survive, rather survive in full size trucks than full size sedans.

  • FordMopar

    If those rich drivers are trading up to luxury trucks for the first time, then they are in for a rude awakening. Completely different type of driving and have to master at parking and everything else. Lol…

  • Jason Panamera

    If Benz manages to enter into this segment I want to see how it will hurts It’s SUVs sales.

  • Maximilian Norlande Rabbitt

    *talks about luxury trucks. Shows sport models* Doesn’t a Denali have chrome? What about a King Ranch? Chrome? Anyone? All I see are matte grilles.

  • MarketAndChurch

    Nissan and Toyota and Honda have done very poorly in the full-size pickup market, why does Mercedes think it will be different? That being said, Im happy that Mercedes will be joining this market, hopefully Lincoln does too.

  • BlackPegasus

    While I admit these trucks are nice I don’t understand their appeal for just daily driving. If you’re not towing or hauling a load why buy a pickup truck?

    • Enoch Gabriel Gonzales

      buyers are prolly compensating for something.

  • Bill Nguyen

    But do they ride as well and as quietly as luxury sedans? I’m asking an honest question because I’ve never been in a luxury pickup before.

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