Whether you’re a fan of the luxury truck trend in North America or not, it seems to be growing. Car sales projections for 2019 aren’t exactly stellar, but GM, Ford, and FCA are all gearing up for booming luxury truck demand.
To say these top trims of models like the Ford F-150 and Ram 1500 are cash cows is an understatement. Profit margins are fat as people want a pickup that can tow the family boat or carry lumber from Home Depot, plus pull commuter and road trip duty.
The changing demand has shook up the longtime order of Ford being on top of truck sales, GM coming second, and Fiat Chrysler trailing far behind in third position. When the 2019 Ram 1500 hit the market, demand soared and so did sales. One of the reasons was the optional 12-inch infotainment touchscreen, which has a split-screen function you can’t get in competitors.
With the Ram 1500 breathing down the neck of GM, executives are hoping for a Hail Mary from the new Chevy Silverado and GMC Sierra lines. They push the creature comforts and technologies to new heights, including an advanced tailgate design, adaptive ride control, and a head-up display.
What all this means is buying a well-equipped full-size pickup truck on a budget has become harder than ever. It used to be trucks had pretty Spartan interiors, but with heated leather seats, wood veneers, etc. prices are pushing $100,000. So far there’s no relief in sight, which is why more shoppers are looking at midsize models like the Chevy Colorado and Ford Ranger.