I was recently on the Ford F-150 configurator — I can do whatever I want with my spare time, OK? — and I realized something: There are now more "luxury" trim levels of the Ford F-150 than normal ones. We now live in a world where there are more ways to get a luxury pickup truck than a regular ol’ work hauler. I’m serious.
If you don’t believe me, take a trip over to the F-150 configurator with me. The model range starts with the base-level F-150, which is called the XL and has virtually no features or options to speak of. From there, it moves on to the XLT, which has a few more features you might want if you’re spending a lot of time in your work truck or you’re feeling charitable toward your lawn-care crew. And then … that’s it.
The next F-150 trim is the Lariat, which was the most luxurious trim when I was a kid — and it’s still pretty nice today, as it starts around $41,700 and comes with Ford’s SYNC system, push-button start and a key you don’t have to remove from your pocket, leather upholstery, heated and ventilated front seats, 10-way power seats with memory, fog lights and chrome bumpers. That’s a luxury truck, but Ford’s luxury lineup goes way up from there: Next up is the F-150 Raptor ($50,800 MSRP), then the King Ranch ($52,600 MSRP), then the Platinum ($55,200 MSRP), then the Limited ($61,300 MSRP).
In sum, there are five luxury trim levels of the F-150 — and only two mainstream trim levels!!!
This has happened fairly quickly. Ford first started to come out with semi-luxurious versions of the F-150 right when GMC came out with the Sierra Denali in the late 1990s and early 2000s. But back then, it was just leather and some different colors. Then there was a King Ranch, then a Platinum, then a Raptor, then a Limited, and it’s now snowballed to the point where you have more options if you’re buying a luxury pickup than you do if you’re buying a regular one. In other words, the luxury pickup has now taken over the pickup market!
Of course, there will always be a market for the bare-bones base-model truck — and those will always be in production. But I’m wondering if we’re fast approaching a day when the majority of consumers want their trucks with four doors, leather seats and all the tech they can find — and the vast majority of sales reflect this. It certainly seems that way based on Ford’s lineup. Find a Ford F-150 for sale
Doug DeMuro is an automotive journalist who has written for many online and magazine publications. He once owned a Nissan Cube and a Ferrari 360 Modena. At the same time.