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Old 04-10-2019, 11:35 AM   #1
AVANTI R5
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Default New pickups come with ordinary interiors at luxury car prices




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New pickups come with ordinary interiors at luxury car prices

A dusty fracker deep in the North Dakota oil fields scrambles into his shiny new pickup and pushes the electronic ignition. He settles in as the calming fragrance of cedar whispers from the vent. Reaching behind, he pulls a cold kombucha from the built-in chiller. As a man-made starscape flickers on the headliner, he sits back and lets the truck drive him home.

Of course, this vehicle doesn't exist, at least not yet. Though American factories are stamping out increasingly opulent and expensive pickups — some cracking the $80,000 mark — the creature comforts and tech-drenched amenities on these machines still fall years behind what buyers typically find on similarly priced luxury cars.

Step into the top trim of a half-ton pickup these days, and you'll find a small herd's worth of buttery leather, enough bins and wireless-charging docks to keep things Kondo-tidy, excellent WiFi and a suite of active safety features such as lane warnings and automated cruise control. Impressive? Yes, but only relative to the rough-and-tumble recent past of the American truck. These kinds of features and digital safety chaperones have been available on Subarus for years now.

What's missing from these trucks is the next level of opulence that comes standard on a swanky sedan that costs just as much. Truck infotainment screens still can't be navigated with hand gestures like those of a BMW, the glove compartments aren't stocked with fragrance "atomizers" like those at Mercedes, the sound systems can't be set to mimic the acoustics of the Gothenburg Concert Hall (like Volvo's) and none of these high-end pickups will drive itself around like a low, louche Cadillac — or, for that matter, a Tesla.

The reason, of course, is such perks would cut the huge profit margin that comes with selling pickups in a country obsessed with urban cowboy street cred.

While swanky sedans are now accented with soft-close doors, power sunshades and audio systems that protect eardrums in advance of a crash, top-shelf pickup trucks are still touting "Ice Blue" ambient lighting. Ford Motor trims the cockpits of its Lincoln utilities in "open-pore ash," though the fanciest versions of its main moneymaker, the F-150, are sold with "Genuine Wood" accents.

At General Motors, the price on GMC's Sierra pickup can easily be pushed north of $70,000, but the infotainment screen never gets much bigger than an iPhone. Those opting for GM's Cadillac CT6, however, will enjoy an additional 2.2 inches of touchscreen.

Evan Steiner, a ski dad with a Labrador Retriever, is one of many migrating from German sedans to a big, burly truck. He recently ditched his Volkswagen Jetta and bought a Toyota Tundra in a loaded configuration that starts at $50,330. "I was tired of having a Tetris puzzle every time I wanted to put stuff in the car," he explained.

Steiner and his two kids gush about their new ride, but he had to pay extra for a bed liner. Moreover, he's puzzled that the steep sticker price didn't cover push-button ignition, which became table stakes in the luxury game years ago and is now available on the Jetta he jettisoned.

The average price of a truck is now hovering at $50,000, in large part because of ultraexpensive models that fetch far more. To be fair, the price of a truck needs to cover a bunch of things the financial engineers in Stuttgart don't have to worry about — massive engines, a lot more steel and aluminum, tie-down anchors, bumper steps and LED lights.

On a contemporary half-ton truck, a side mirror alone can double as a bathroom vanity and the running boards often extend and retract automatically. Manufacturers have also developed intricate systems to monitor and counteract swaying trailers. GMC trucks will soon have a "transparent" trailer feature, which creates a video feed from 15 different cameras so one can see behind her hitched rig.

"There's a lot more capability and versatility on a truck, compared to a luxury sedan," said Phil Brook, GMC vice president of marketing. The cheapest version of Ford's market-leading F-150 starts at around $28,000, though one in 10 F-150 buyers spent more than $60,000, according to data from Edmunds.

"They've really evolved into no-compromise vehicles," said Ford truck marketing head Todd Eckert. "But at the end of the day, a truck has to be a truck." He adds: "Fragrances and things of that nature are typically not things that our customers are interested in."

Still, even with those caveats, the financial engineers have factored in plenty of cushion for these machines. Pickups remain the most profitable niche of the auto industry—up to $10,000 per vehicle—because of the wide gap between the price of the rigs and the cost of what goes in them.

However, today's consumer is pretty aware and the profit padding hasn't gone unnoticed. In a recent survey, 68 percent of truck owners said that they felt pickups were overpriced, according to CarGurus Inc., an online marketplace for new and used vehicles. More darkly for truck-mongers, some 17 percent of those respondents said their next vehicle would not be a pickup.

"I've started to wonder how much gravy there is in the pickup market going forward," said Madison Gross, director of customer insights at CarGurus.

What's more, truck buyers likely pay more attention to the sticker price than those kicking the tires on a German sedan, because they are more likely to buy than rent. Recently, fewer than one in five of America's full-size trucks left the lot under lease, compared with 56 percent of premium luxury cars.

No doubt, those who design big rigs will soon close the amenities gap. The SUV riches being raked in by Bentley, Lamborghini, Rolls-Royce and the rest of the bluest blue-blood brands has emboldened pickup engineers. It turns out, surgeons and swap-traders like to off-road as much as — or more than — Costco dads. Indeed, roughly one-third of truck buyers are adding a vehicle to their garage, rather than replacing one, according to Cox Automotive.

"We can continue to expand on the top end, but at the same time continue to deliver to the core," Eckert said of Ford's spendy truck strategy going forward. "Obviously, we're always aware of what's happening across the industry."

Ford has probably been keeping a close eye on Ram, its cross-town rival. About a year ago, the perennial third-string player unveiled its most lavish truck to date. The Ram rig was loaded with a ton of all-new goodies, including reclining rear seats, a 12-inch touchscreen, active-noise cancellation, headlights that steer around corners and a Harmon Kardon sound system with 19 speakers. In the months since, Ram's share of the full-size truck market surged from 19 percent to 24 percent as it swiped spendthrift buyers from more pedestrian machines.

GMC, meanwhile, is working on that little touchscreen. When asked if buyers can expect a higher gear of luxury on coming iterations, Brook, the brand's marketing head, said: "It sounds like you've been at some of our product-planning meetings." Most GMC customers can "buy anything they want," he said, and a little more than one-third of them have recently been opting for the brand's "Denali" treatment — it's most expensive trim.

The trucks, in short, will be getting even fancier —and fast. The only question is whether the price will tick up even more. There are no doubt plenty of people who would drop six figures on an F-150. Soon, they may get their chance.

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Old 04-10-2019, 03:52 PM   #2
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Luxury trucks. . . cash cows for the manufacturers.
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Old 04-10-2019, 04:39 PM   #3
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a country obsessed with urban cowboy street cred.
nail on the head.
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Old 04-10-2019, 05:27 PM   #4
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Bring on the $6.00/gallon gas.
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Old 04-10-2019, 06:25 PM   #5
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Trucks are insanely overpriced. I cant believe it
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Old 04-10-2019, 06:59 PM   #6
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Bring on the $6.00/gallon gas.
Why? So that cost of goods go up due to increase gas prices?
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Old 04-10-2019, 07:30 PM   #7
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Originally Posted by Waddlz View Post
Trucks are insanely overpriced. I cant believe it
Well, if people continue to buy them at those prices then they are accurately priced, not over priced. Basic cost and demand principles.
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Old 04-10-2019, 09:50 PM   #8
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You don't expect people to rock the I look like I served but didn't, 5.11 tactibro, appearance and drive an Accord, do you?
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Old 04-11-2019, 01:56 AM   #9
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Keep overpricing them until people come back to their senses or go broke. Reading the last lines of the article, it seems the idea of the Lincoln Blackwood (kill it with fire! ) was simply ahead of its time.
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Old 04-11-2019, 04:23 AM   #10
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35K MSRP for a new Ranger. The market is ridiculous, and people are dumb as ****.
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Old 04-11-2019, 10:05 AM   #11
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Trucks are crazy expensive...no argument from me, but damn they are useful. The ability to anything at anytime is very liberating. I get the truck infatuation, I really do. But what I found out is bigger is not always better for everything.

I loved my King Ranch. LOVED IT. Damn it was nice to drive and go on road trips, but the mileage sucked and so did parking it. It was more than I needed. The Ridgeline is absolutely spot on. Handles like a sedan and gets 30 mpg on the highway and is as easy to park as an accord. All the while being filled with useful features that make life easier.

75k for a truck, hell no.

40k for a loaded Ridgeline, hell yes.
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Old 04-11-2019, 10:37 AM   #12
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I'm going to be buying a diesel truck in the next few years, mainly cause my wife loves camping and wants a 5th wheel. I despise camping, but I can use the truck for house stuff and towing my STi around.

so its a compromise. but its tough looking at trucks with 150k miles and they want 35k.
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Old 04-11-2019, 11:02 AM   #13
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Originally Posted by Waddlz View Post
I'm going to be buying a diesel truck in the next few years, mainly cause my wife loves camping and wants a 5th wheel. I despise camping, but I can use the truck for house stuff and towing my STi around.

so its a compromise. but its tough looking at trucks with 150k miles and they want 35k.
OH that is easy, do not get a diesel. They hold value too darn well. Is the 5th wheel really needed. How big a camper are you pulling!!!
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Old 04-11-2019, 11:04 AM   #14
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From what ive seen and compared, the midsizers seem to have better interiors than the full sizers. Toyota included. Not sure about nissan. But my Colo has a great interior imho, comfy sseats, not overdone or underdone, good quality materials, good ergonomic layout and good gadgetry. Beats the hell out of any subaru ive had by a longshot of course.

The full sizers ive been in though, jeez, even the giant touchscreen in the ram cant save the rest of that fca interior, fords were as expected but havent been in a king ranch yet. Wondering how the new silverado came out. Only juststarting to see those around. The tundra and tacoma have the least appealing interiorsto me, which surprises even myself because i love me a taco and tundy, but the interiors are angeringly spartan and unappealing in appearance and ergo imho
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Old 04-11-2019, 11:11 AM   #15
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OH that is easy, do not get a diesel. They hold value too darn well. Is the 5th wheel really needed. How big a camper are you pulling!!!
its 100% not needed. but my in-laws all has them, and she wants one. my BIL probably spent 40k on his, its crazy to me.

I find it hilarious the only way they enjoy camping is taking their house with them. I find it super boring, but they think its relaxing. I'd rather not waste time doing it but I need to compromise. she deals with all my car stuff.

on your 2nd point, I am concerned with diesels and the up-cost on them. I am fairly handy and a DIYer but my garage is not big enough to fix a full size diesel truck and they do hold their value so damn well
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Old 04-11-2019, 11:12 AM   #16
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Originally Posted by Waddlz View Post
I'm going to be buying a diesel truck in the next few years, mainly cause my wife loves camping and wants a 5th wheel. I despise camping, but I can use the truck for house stuff and towing my STi around.

so its a compromise. but its tough looking at trucks with 150k miles and they want 35k.
Is a 5th wheel really "camping"? More like broke-ass RV'ing

I kid.

But do you really need a diesel for that? My inlaws towed around a 5th wheel with a 1998 2wd tacoma until they sold the 5th wheel...
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Old 04-11-2019, 11:22 AM   #17
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Bring on the $6.00/gallon gas.
Sadly people are frogs in luke warm water and never notice when it boils until the boiling point. I saw it first hand at work when oil barrel prices spiked causing very high gas pump costs. Every single person using a truck (V8 or diesel) in the office to commute was whining like a 13 year old who got told they can't have the new iPhone. I mean it was every day.

The compact trucks (which are as large as full sizes 15 years ago) meet 90% of actual use case study. I know this because the manus do market research hard. How often do you tow? If so how many pounds? Do you use the bed. All the data I read is like 90% don't even tow anything. It's just an image thing. I have the need for towing, a bed, etc, but even if full size trucks weren't ridiculously priced I still wouldn't want the fuel bill or the chore of parking the pos. I get it if you actually need it. And I understand if you really want it. But don't complain when gas prices are high. Nobody put a f'in gun to your head and made you buy it. It's the same thing when I hear people complain about their kids, the money they cost, the time, etc. Newsflash nobody said you had to do that, there is no requirement in society or mandatory deal.
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Old 04-11-2019, 11:23 AM   #18
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its 100% not needed. but my in-laws all has them, and she wants one. my BIL probably spent 40k on his, its crazy to me.

I find it hilarious the only way they enjoy camping is taking their house with them. I find it super boring, but they think its relaxing. I'd rather not waste time doing it but I need to compromise. she deals with all my car stuff.

on your 2nd point, I am concerned with diesels and the up-cost on them. I am fairly handy and a DIYer but my garage is not big enough to fix a full size diesel truck and they do hold their value so damn well
The F-150 V8 and 3.5L TTV6 can tow 5th wheels (depending on size) with no issues. Your mileage will tank as a result. Another option is to look at the F-150 3.0L diesel vs going super duty.

Honestly, you can get the 3.5L TTV6 in the XLT trim for around 35-40k new. When they push crazy incentives, you can get it for even cheaper.

The older diesels command a premium and the newer 6.7L diesel sucked until MY2015.
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Old 04-11-2019, 11:39 AM   #19
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Originally Posted by Pre View Post
Sadly people are frogs in luke warm water and never notice when it boils until the boiling point. I saw it first hand at work when oil barrel prices spiked causing very high gas pump costs. Every single person using a truck (V8 or diesel) in the office to commute was whining like a 13 year old who got told they can't have the new iPhone. I mean it was every day.

The compact trucks (which are as large as full sizes 15 years ago) meet 90% of actual use case study. I know this because the manus do market research hard. How often do you tow? If so how many pounds? Do you use the bed. All the data I read is like 90% don't even tow anything. It's just an image thing. I have the need for towing, a bed, etc, but even if full size trucks weren't ridiculously priced I still wouldn't want the fuel bill or the chore of parking the pos. I get it if you actually need it. And I understand if you really want it. But don't complain when gas prices are high. Nobody put a f'in gun to your head and made you buy it. It's the same thing when I hear people complain about their kids, the money they cost, the time, etc. Newsflash nobody said you had to do that, there is no requirement in society or mandatory deal.
towing is not a requirement to have a truck. They are really good at it, but if you asked those 90% who do not tow if they use the bed of the truck, I bet 90% do use it. I know I do almost weekly.

People talk about their kids, it is what most people do. Kids are a huge thing to people and what you perceive at bitching about kids, they are sharing experiences about the most important people in their lives.

My kids cost me a fortune. Could have easily had a couple of 911's by now. But at the end of the day the 911 is just plastic and metal and is completely meaningless. But the love of a child has no price and makes any car or truck or material thing arbitrary and petty by comparison. People bond over any hardship. Be it kids, or a natural disaster, or a bunch of layoffs at work, or yes, the price of gas. IT happens. My advice to you is to not let it bug you so much that you need to tell us about it.
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Old 04-11-2019, 11:40 AM   #20
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The F-150 V8 and 3.5L TTV6 can tow 5th wheels (depending on size) with no issues. Your mileage will tank as a result. Another option is to look at the F-150 3.0L diesel vs going super duty.

Honestly, you can get the 3.5L TTV6 in the XLT trim for around 35-40k new. When they push crazy incentives, you can get it for even cheaper.

The older diesels command a premium and the newer 6.7L diesel sucked until MY2015.
thats good to know. I was under the assumption you needed a diesel to tow a 5th wheel.

I'm a GM guy so I'm looking at Sierra's and I found a few gas trucks with the long bed.
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Old 04-11-2019, 01:33 PM   #21
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towing is not a requirement to have a truck. They are really good at it, but if you asked those 90% who do not tow if they use the bed of the truck, I bet 90% do use it. I know I do almost weekly.

People talk about their kids, it is what most people do. Kids are a huge thing to people and what you perceive at bitching about kids, they are sharing experiences about the most important people in their lives.

My kids cost me a fortune. Could have easily had a couple of 911's by now. But at the end of the day the 911 is just plastic and metal and is completely meaningless. But the love of a child has no price and makes any car or truck or material thing arbitrary and petty by comparison. People bond over any hardship. Be it kids, or a natural disaster, or a bunch of layoffs at work, or yes, the price of gas. IT happens. My advice to you is to not let it bug you so much that you need to tell us about it.
I know the chillren are a huge deal, trust me. But complaining about the costs of the Porsche you just bought, or the King Ranch you just bought or anything else in life that is a choice, that you are whining incessantly about paying for, is your own choosing. Act accordingly. People in the office crying over fuel costs when they bought guzzlers, man ****. It's the same thing as buying twice the house you needed or could realistically afford, then coming in and whining every day that you are broke. I brought the kid thing up because I know people who have a big fancy house, ma and pa are driving luxury vehicles, have 3 or 4 kids that each have their own iPhone, game console, laptop, what the f ever, and they are incessantly b'ing about money/cost. Really? It's nothing to do with the kids, it's some grown ups that aren't real bright. Buying a large extended cab truck to mostly commute to work in 60-70 miles each way and you whine incessantly about your monthly gas bill means you need to do some self reflection.
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Old 04-11-2019, 02:11 PM   #22
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40k for a loaded Ridgeline, hell yes.
I am a total Ridgeline fanboi and their latest 2G drivetrain is fantastic but man, that second gen ext design is such a step back. I wish I could just drop the facelifted 2014 1G Sport right on top of the 2G drivetrain!
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Old 04-11-2019, 02:24 PM   #23
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Well that is aesthetics. To me the old design looks polarizing and I never really warmed to it. But everybody had their own tastes
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Old 04-11-2019, 03:11 PM   #24
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Originally Posted by SCRAPPYDO View Post
...But the love of a child has no price and makes any car or truck or material thing arbitrary and petty by comparison.
My cars fill the holes in my heart in ways a child never could, and are cheaper to boot!...
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Old 04-11-2019, 03:35 PM   #25
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My cars fill the holes in my heart in ways a child never could, and are cheaper to boot!...
LOLOL....sure, keep telling yourself that...
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