How Detroit Turned Trucks Into Luxury Vehicles

How Detroit Turned Trucks Into Luxury Vehicles

The word luxury in the automotive
industry often conjures images of sleek German sedans and sports cars, or on
the very high end exotics from Italy and elsewhere. Bearing six, seven, or
even eight figure price tags. But in recent years, a
new phenomenon has emerged. American carmakers, which have often struggled
to compete at the higher end of the market, have found a new
way to lure customers by cranking out top shelf versions of what many people
would say Americans do best: T he pickup truck. At least some auto
executives say they haven’t seen anything like it before. As the overall auto
market shifts away from sedans and SUVs, a new type of customer is
emerging, seeking plush, tech rich and high priced premium pickup trucks. These vehicles boast spacious interiors
wrapped in leather and natural wood, with cutting edge infotainment
and driver assistance features. Trucks are stealing industry awards from
veteran luxury brands and a few customers are even trading in their
BMWs and Mercedes-Benzes, for Fords, Rams, and GMCs. It is slowly reshaping what
a luxury vehicle can be. Trucks as a category
have gotten better. They’re not a tool anymore. They’re a
lot more than just going being a tool. Pickup trucks form a relatively
small portion of the overall vehicle market. They’re not nearly as
popular as sport utility vehicles. A few of which are
still built on truck platforms. Pickups are also just a slightly
higher percentage of total new vehicle sales than they were in 2007, before
auto sales tanked due to fuel spikes and a suffering economy. But pickup trucks matter
tremendously to Detroit automakers. For example, about 1.2 million of the 2.3 million new vehicles sold under the
Ford brand in 2019 were trucks. For most of their history, pickup
trucks in America have been functional vehicles. Ford’s first pickup truck, introduced
in 1917, was a variation on its Model T sedan, but
outfitted with the heavier frame customers wanted for loading cargo. The Model TT was born. From then on, trucks
were mostly functional vehicles. For decades, pickups were commonly
just two-seaters, indicating they were valued more for hauling stuff in the
bed than they were for ferrying passengers in the rear seats. But over time, extended cabs, quad cabs,
and crew cabs, styles of pickup with four seats and often four doors,
began to form an ever larger portion of sales. Today, a growing portion of
consumers are not seeking trucks for use on a farm or a job
site, but as comfortable daily drivers, family haulers, or as gear
for outdoor recreation. Truck makers have ventured into
luxury territory in the past. Notable examples are the Lincoln Blackwood
and the Cadillac Escalade EXT pickup. But these vehicles were
largely before their time. Lincoln, the luxury brand owned by Ford,
found success with its full size Navigator sport utility vehicle
in the late 1990s. One of the first full size
luxury sport utility vehicles available. By the 2000s, Lincoln was competing
fiercely with rival Cadillac, which had introduced its own
sport utility, the Escalade. Around that time, Lincoln discovered
through research that a substantial portion of its customers also owned pickup
trucks and thus the idea for the Blackwood was born. Designed to cater to a high end
customer, the interior was covered in leather, the bed had a two door
tailgate, and the truck was finished with white pin striping. There was even a limited run
Neiman-Marcus edition, named for the famous premium department store. But the Blackwood was a dud
and was discontinued after a year. Though it was built on a Ford
F-Series platform, it lacked the capability commonly found on true pickup trucks. Cadillacs Escalade EXT sold better, but
that model was soon discontinued as well. But many say the time for
the high end pickup has come and automakers have become a great deal more
shrewd about how they make them. The shift away from the traditional
low lying silhouettes of passenger sedans and sports cars and toward
the taller profiles of utilities and trucks have spurred automakers to carve
out new niches enabled by the shift. For example, consider the
proliferation of high performance SUVs and off road ready trucks. Such as Toyota’s TRD lineup, the Chevrolet
Z71 and ZR2 trims, the Ram Rebel and Power Wagon,
and the Ford Raptor. A lot of this is enabled by
new manufacturing techniques and overall leaps in engineering, quality, and reliability that
have made trucks and SUVs easier to live with overall and made
them more accessible to a wider array of buyers. They have larger cabins and
get better fuel economy often have several cameras attached, driver assistance
systems, and so on. Luxury and premium can mean different
things to different automakers, but they could loosely be thought of as referring
to the top one or two trim levels in any given trucks lineup. All three Detroit automakers sell top
shelf versions of their trucks bearing prices far above the typical
base price for the same model. The largest U.S. truck maker overall
is General Motors, which has dedicated an entire brand to what
it considers more premium trucks. GM owns both the
Chevrolet and GMC brands. Both Chevrolet and GMC have higher
level trims, but Chevrolet tends to focus more on the mainstream truck buyer,
while GMC aims squarely at the premium market. In fact, GMC can be thought
of as a pioneer in the higher end pickup market. So we’ve really
established ourselves in a unique spot in the market and that’s really the
only premium truck and SUV brand. And the way, we like to talk about
it is, it’s premium that’s made to be used, so that’s what
our customers like. First introduced in 1999, GMC’s Denali
lineup has long been its most premium product and it
has been quite popular. In 2019, GMC’s total Denali lineup of
trucks and SUVs comprised about 30% of all GMC U.S. retail sales and the lineup had
an average transaction price of $55,800. Average transaction price or ATP, is the
actual amount a customer pays for a vehicle. GMC Denali ATPs have shot
up in recent years and exceed those for Mercedes, BMW, and Audi
according to the company. ATPs for the Denali version of
GMC Sierra full-sized pickup truck alone were $56,408. GMC also recently launched an AT4 trim
level, which is a premium trim with more rugged features and capability intended
for customers who want to drive off road or be a
bit rougher with their trucks. It was supposed to be positioned
between mainstream Sierra trucks and the Denalis. But customers are optioning
those trucks up too. GMC updated its heavy duty line of
larger full size pickups in late 2019, and the automaker said about 80% of its
sales for that lineup so far are AT4 and Denali trims and average
transaction prices are reaching above $70,000 . Ford F-Series, the best selling lineup
of full-size pickups, had record transaction prices in 2018 on demand
for its high series pickups. Ford’s F-150 starts under $29,000, but
the company sells four trim levels with sticker prices above $50,000 stretching
to a starting price around $67,000 for the limited trim. The truck comes with a two panel moon
roof in the quad cab version and the same high powered V6 engine
found in the Ford Raptor. One of the biggest stories in the
full sized truck segment over the last few years has been the arrival of the
2019 RAM 1500 , which has won multiple industry awards and stolen market
share from competitors both the RAM 1500 and the larger 2500 won Motor
Trend’s Truck of the Year award for 2019 and 2020, respectively. The 1500 also won the North American
Truck of the Year award at the Detroit auto show and a
slew of other honors. But the RAM 1500 is snatching
praise even outside its segment. Industry website recently awarded the 1500 its Luxury Car
of the Year award, in spite of the fact that the RAM is neither
a car nor something that would easily slot into the luxury category. The RAM beat out cars from more
established luxury players such as BMW’s X7 SUV. The award specifically went to
the two top trim packages available for the 1500, t he
Laramie Longhorn and the Limited. Which are the top trim levels
which are remarkably luxurious inside. I mean beautiful rich leather. They smell great. The other materials are good. There’s interesting use of color. In addition to conventional luxury features found
in the RAM such as soft leather and wood trim, the truck has
a few traits not typically found in pickup trucks, which helped it
compete more with conventional luxury rides. The truck’s capability was also
crucial to the team’s decision. RAM pickup sales were up 18% in 2019. It was a record year for the
brand, which has historically trailed General Motors and leader Ford in volume. All this comes as the average transaction
price of the RAM 1500 has jumped almost 50% since 2010
to about $50,000. That is for the entire lineup from
the base model that starts at about $32,000 to the top Limited
trim starting around $53,000. So which one of these premium
trucks commands the highest transaction prices on average? Out of the half ton pickups, the
smallest and most popular class of full size models, that award goes to the
Ford F-150 Limited with an average transaction price of $68,075, the GMC
Denali comes in second at $61,658, and the RAM Limited
in third at $59,924. All of those are higher than
the average transaction prices for BMW, Mercedes, and Audi, though not quite as
high as those for Land Rover at over $76,000 and Porsche
at over $93,000. Bear in mind, these
are average transaction prices. It is entirely possible for a heavily
optioned pickup truck to transact at an even higher price than that. Though these percentages of buyers might
seem small, they are paying sometimes 20 to 30 thousand dollars more
for their trucks than buyers for the cheapest trims. That can
mean some pretty solid profits. The profit’s definitely there and having
them as stand alone trim levels is great. But even if you look at
the lower end, the mid and the lower trims, they get optioned up. I mean, nobody’s really transacting at
just right where that trim level starts. You see some of
them where they overlap. The creep is certainly
to the next trim. This growth in premium pickups is
a bright spot for U.S. automakers, which have seen their fair
share of troubles over the last decade. In the luxury
and premium space, U.S. automakers have struggled at times to
carve out an identity for themselves, distinct from those
of European automakers. Ford’s Lincoln brand is one American
mark that has received praise for newer models. To be sure, only
a small portion of buyers. About 3 to 6 percent, depending on
the brand, are trading in luxury vehicles for trucks. For the most part, these pickups
are attracting a whole new market. Truck buyers who want their trucks to
be a bit more polished and kitted out than what they are used to. Fiat Chrysler’s RAM has sent a bit of
a shot across the bow at its competitors, but General Motors says its
own research shows customers are more interested in features and capability
than interiors in their premium trucks. It is worth noting that GMC
vehicles typically come with at least some basics found in premium and
luxury vehicles, such as leather interiors. Customers paying that
amount typically expect that. But so far, GM says it
is focusing on technology capability and engineering over smooth or
elegant touch points. These kinds of features include beds made
from carbon fiber, a first for the industry, and the brand’s MultiPro
tailgate, which can be used for different functions such as a step into
the bed or a bed extender. GMC trucks also can come with a
15 inch configurable heads up display. As of early 2020, Ford planned to
release a new version of its F-Series pickup, its first full
redesign in several years. The automaker is tightlipped on
specifics, but industry watchers are expecting Ford to include a bevy of
high priced options for buyers looking for the top of the line. If sales of trim levels at
Ford’s Lincoln brand are any indication, customers appear to be seeking out
priciest versions of new products. When the new Lincoln Navigator debuted in
2017, 84% of buyers were opting for the Black Label and Reserve
trim, the two highest level trims available with prices that
could run above $100,000. Perhaps GM’s biggest announcement of 2020
so far was the expected revival of the Hummer brand name
as a fully electric truck. The first time around, the Hummer was a
stand alone brand name in the GM stable. The reincarnated Hummer will be under
the GMC banner and will be a luxury product. The Hummer might be a
smart move for the brand say those who follow the industry. Sales of sport utility vehicles and trucks
tanked around 2008, hit by both a recession and a fuel crisis. They have since recovered, but the
question remains what happens if gas prices rise to a level uncomfortable for
customers or the economy takes a turn for the worse and consumers begin
to feel that a full sized luxury pickup with a $70,000 price tag is
a luxury they simply do not need. This could spell trouble for the big
three, which tend to compete best in the large truck and SUV segments. The best selling mid-sized pickup in the
United States is not from an American brand at all, but
from Toyota, the Tacoma pickup. Toyota has found a way to compete
well in the truck business while contending with a
pretty patriotic U.S. customer base and an onerous
25% tax on imports. Toyota produces its midsize Tacoma and its
full sized Tundra in the U.S. to get around the tax. Some industry watchers think that an
oil shock or economic downturn might not spark a shift back to traditional
passenger cars, but it could send customers to cheaper, smaller, and
more efficient trucks and SUVs. In the meantime, some industry watchers
worry that the market has simply become saturated with variety. There are now models of truck
and SUV in every conceivable configuration. Competition is stiff.

100 thoughts on “How Detroit Turned Trucks Into Luxury Vehicles

  1. Oh look Doug's article on 4:03

  2. Truck + Leather/Loaded Trim = AMERICAN LUXURY. Simple math really, and not very impressive that it took automakers all this time to make truly luxury trucks. Cadillac shoulda been making the Escalade truck back in the 80's.

  3. All right then. See you at the next recession.

  4. Anyone consider these are just the same range of ppl who used to own all the Hummers in the 2000s ?

  5. Tesla Cybertruck is going to change the truck market.

  6. All I see on the road are Japanese and Korean cars 😂

  7. I love my 1999 four wheel drive Tahoe with the 5.7 350 its presentable and I can go fish down in marsh without worrying about sensors going crazy

  8. The only reasonable truck out there right now is the Nissan Frontier.

  9. I'm going to stick to cars and sedans as long as I can, I have a 2017 mustang ecoboost, and I get anywhere from 25-30mpg, im only 19 and dont see myself getting a truck unless I have to, the only trucks I'd consider getting would be anything of a Squarebody either a chevy or ford

  10. The only problem is that Ram, GMC, Chevrolet only sell in America

  11. It's because anything over 6,000 pounds is 100 percent tax write-off which allows the dealer to jack the price up. Government basically picking winners and losers again

  12. I can't wait to replace my Ram 1500 with a tri-motor Cybertruck. Too bad it can't replace my Ram 3500. That thing is a very expensive pos but I can't do without its towing abilities on my ranch. Hopefully Elon will build a one ton truck equivalent with at least 300 kWh of battery for towing. 400 or 500 kWh would be better. Of course we are going to need some charging infrastructure suitable for trucks with trailers and large batteries.

    The price of gasoline and diesel is not likely to come down any time soon. The rise of ev's will eventually reduce demand and thus price. Ev's will have to win without the assistance of high fuel costs. They will just have to be better than their fossil fuel competition. The only real problem will be range while towing. If the price of batteries and electric motors comes down enough then the range problem could be solved by adding motors and small batteries to the trailers. Having regen braking on the trailers would be marvelous for mountain roads.

  13. Pickup trucks are a disease. Most people that drive them don't need them, but want to compensate for what they lack in other areas. Here in Florida, many accidents are caused by truck drivers that think they own the road, and are reckless in their driving. Also, pickup trucks are causing more traffic than what we already have here, and serve absolutely no purpose for many of its owners since they only drive to their office jobs, and back home. No matter how "posh" you make a pickup truck, it's still a pickup truck, and will never be a replacement for a good luxury car.

  14. I want a station wagon…..

  15. No one makes a compact basic manual truck anymore 🙁

  16. The Ram interior is awesum damn looks better than a tesla lol A new market segment down under we call it "suits in utes" ha

  17. grew up with pick up truck ☝️

  18. And yet you can't even option for Diesel power (needed for real towing) until you hit those higher trim levels….

  19. My Dad bought a Ford F100 pickup in 1965 and I bought it of him after I got out of the Army in 1972. Rubber floor covering, cardboard trim behind the bench seat
    and no seat belts. Six banger with 3 on the column… I sold it to a mate in Michigan before I left to move to Australia to live in 78'. I went home for a visit in June last year (2019 and an old school friend had a new Ford pickup. It wasn't a truck it was a Lamborghini inside and a pickup outside… I missed my old F100, sorry Detroit!

  20. 60k pick up will only be 30k in 4 years. Talk about throwing money down the drain.

  21. was at the auto show today and ram had the best presentation.

  22. and yet these american pickup brands are going bankrupt…….ooooffffffffffff

  23. you gonna talk about trucks and not even mention the cybertruck?

  24. Would be nice if they focused more on reliability.

  25. The ram truck cheaply made an has a serious problem far as reliability..

  26. Watching this while oil prices plunging 🤑🤑

  27. Once upon a time, I drove pickup trucks, preferring smaller, regular cab trucks that were relatively economical. Now I can't justify the cost, so I ride motorcycles most of the time and pull a utility trailer with my car when I need to haul something. Trucks have become status symbols.

  28. I wish Aston Martin will build a V12 luxury pick up 🤩

  29. Tacuaches taking over

  30. 35000 is crazy expensive for a base pickup


  32. My grandpa still has his Cheyenne in Mexico running & jamming.

  33. Make trucks utilitarian again.

  34. City slickers who want to look like blue collar americans.

  35. Gasoline is 1.81 dollars per gallon in Brandon Mississippi today

  36. Now I see how the cybertruck is cost competitive being $40,000-$70,000.

    But also is faster than all of their competitors at the same time with 0-60 in 3 seconds compared to 5.5 from other trucks.

  37. Years ago when I lived in California a big trend was Contractors were buying a 6000 Lb gross vehicle weight truck so it qualified for IRS section 179 tax deduction. In some counties then the rig was also exempt for smog testing. Thus the little wife uses the big rig to go shopping on the weekend at 8 miles per gallon. 🙂

  38. If i had 60,000 dollars to get whatever type of truck i want id pick an old one any day over a new one

  39. This video is full of half-ass information.

  40. I'd like them to make single cab 4×4 8' bed trucks that are nicer than a W/T

  41. These trucks are basically a revival of the 60s and 70s land yachts

  42. CNBC: "What happens if gas prices rise to a level uncomfortable for customers?"
    OPEC: I got u bro

  43. I would rather drive a Chevy impala station wagon with 350 V8, roll down windows. Now that’s a ride. Every one has 4×4 and have a hard time parking it in the parking garage at work. Ha ha.

  44. @0.12 the Lincoln Continental is not an exotic or a six figure car. Lol

  45. There are people who are more loyal to their pickup truck brand than their significant other.

  46. One group not mentioned who luxury trucks appeals to are taller and bigger people who want a luxury experience while being comfortable. Trucks have more room and are easier to get in and out of.

  47. I remember when trucks and economy cars were similarly priced vehicles on any given dealer's lot.

  48. This is all because women got into driving trucks. Chalk this up as yet another thing that women have ruined.

  49. We need more of them in Europe 🙁

  50. It’s as if the US industry has given up trying to compete in export markets and against imported cars and is manufacturing solely to the needs of a local market, where fuel is cheap and the commercial status of these vehicles mean that they can sidestep local fuel consumption and emissions regulations.
    Then the US complains that the Asian markets won’t buy their products.
    The US industry has bet the farm on these vehicles and their continued popularity in the US.
    It’s a very brave (or stupid) strategy, with plenty of analogies to be had with the dinosaurs.

  51. This video actually drove me nuts more than I thought it could of hahaha

  52. Wouldn't have a dodge ram…junk and nothing but problems.

  53. Meanwhile you got morons complaining about gas prices while they're commuting around town in a half ton truck for no reason other than having a truck.

  54. This explains why there are SO MANY trucks all over now. I’m in the Detroit area, and I see about as many young “cool guys” in Dodge sports cars as obnoxiously large Rams. I wondered why, all of a sudden, these young guys were driving around in big trucks who probably don’t even have a use for the truck bed.

    My dad’s truck is certainly not luxury, but it’s definitely fancier than his previous ones. But the guy does landscaping, plows snow and tows the camper. He USES his truck for truck things.

  55. Is the graph at 1:33 wrong or am I a fool ?

  56. 11:35 Seem fitting it appears they left out the "i" .

  57. Bed is made from carbon composite, not carbon fiber lol

  58. Lincoln Blackwood was wayyy ahead of its time…..I use them for construction… the are used for showing off….thats why they are getting worse..the people buying them are determining their features, and the guys who use them like me don't get them evolving the way they should.

  59. Pick up trucks are last gas efficient than most cars on the market. They fill up our parking lots making it hard to squeeze a vehicle around them. They're grossly oversized and tip the scales in event of a crash, often rendering all of the protective safety mechanisms from a fuel efficient car ineffective due to incompatible size and weight. Tall trucks and SUV's have headlight heights makes oncoming headlights blinding for anybody driving a car designed to European or normal "car" standards in NA.
    Pickup truck advertising has created disproportionate consumer demand beyond most buyer's utility "needs", virtually shutting down the market for normal cars in North America. Only those who "can't afford the gas are buying smaller vehicles. They are keeping the oil companies busy selling more gas and hindering many of the the environmental benefits achieved by electric vehicles in other market segments.
    American fuel economy standards for for cars are a joke as regulators modify or exclude pick up trucks from the car group which should needs to apply to all of our daily drivers.
    The large size of pickup trucks sees them being driven at higher speeds though their ability to stay on the road is not improved. This can be often seen by the higher % of these "off-road" vehicles that skid off the road in winter conditions when traction is limited.
    Demand for pickup trucks is no doubt fuelled by the amount of advertising that has brainwashed many into buying one of these oversized vehicles. Most pickup trucks now have shorter boxes so when needed to carry building materials, they are often unsafely loaded, creating risk to other road users.
    A generation of people who grew up in families with trucks are now buying these bigger trucks as well as many with no actual for a truck's utility.
    When will all of this madness end?


  61. How Detroit ruines another niche market creating their failure once again. No bail out this time fat boys!.
    My fine running 02 GMC Sierra is the same size as a Colorado now ???

  62. Overpriced luxury rides.

  63. I buy these things off auction yards crashed and fixable
    I can have it all for half the price

  64. They should not make a car loan on those vehicles and make sure only people wealthy enough to buy one in cash…

  65. EV is the future. The charge times and range are the only two huddles in its way from taking over the vast majority of the consumer market.

  66. Trucks these are nothing but wayyyyyyyyyy overpriced, so complicated to work on, made out of plastic, and lack soul and character as well.

  67. If you're willing to spend $70k on a poorly manufactured highly depreciating asset, Then you've been hypnotized by their marketing team. Enjoy your "shiny new thing" sheep.
    None of these trucks will be around in 20yrs.

  68. Why is the GM Executive talking underwater??

  69. I'd like a small pickup truck.(like the older ford ranger size, or even a Chevy s10 or el camino style) So I'll just find a 30 year old truck that's smaller and buy 3 to make one good one & paint it.. all that is available is oversize non useable glamor tanks the size of a cargo van with no usable space.. the beds are too small & are 5 feet off the ground…its too tall to get into..Yes it's not a tool friendly vehicle anymore..I dont need luxury.. I need a work truck.. I'm not doing car shows or parades. I'm making if I'm going to waste 50k+ on a non workable show truck just to look pretty… I just buy a luxury conversion van and get a trailer. I'll get my best use out of that.. to me the new flashy big boxy truck is not worth the money.. even if u gave me one for free.. and buying a electric hummer would be not be a option. If I have to keep plugging it in I'll never get things done waiting to charge it every day.. Need a gas powered ready to go at a moment's notice truck. guess this is why u dont see electric powered emergency response vehicles …"sorry we late to put out that fire.. the vehicle was still charging".." U got a place to plug in so we can be of assistance???".oh that's bad the plug in port is inside the burning building. We're so sorry.. but have a nice day… And the distance between charging station is unpredictable and leaves lots of stranded time to rethink these options when u call for a tow and wait half the day to get help.. 1st year military service hummer was the best….h2 was ok…h3 had too many mechanical issues for me. "Yes I've driven all"

  70. Trucks/Large SUVs weren't always fancy, vehicles like the Suburbans of the early 2000s to 1970s and 1980s were/are mainly Utilitarian that was/is basically a pickup truck in the shape of a Wagon Body.

    You can basically do the same stuff with them like a Pickup truck, however the body was/is closed permanently . And seats up to 9 people

  71. 1:30 the Pie Chart and the Graph seems to have the info mixed up about Cars and SUVs

  72. Good video, thanks. I like your youtube content CNBC- keep it up

  73. Just buy a Tesla pickup truck…..ull never regret it

  74. I’ve been travelling to Europe an South America for work lately, these trucks are truly a North America phenomenon. You’ll see a few small truck like a Ranger etc but I only saw one full size truck and that was in Sweden. In the UK you see folks hauling smaller camper trailers with their little suv or car – they call them caravans. I have an f150 and a Silverado on the way – I found it fascinating how every second vehicle in Canada is a truck vs none in Europe. No idea how they haul stuff lol but they seem to get on with life!

  75. 1:38 That line graph literally disagrees with the pie graph represented earlier.

  76. Don’t buy a truck if you’re not going tow something that’s the end of the story

  77. These are Home Depot haulers.

  78. I just don't get why ppl would spend 100k on a "luxury" truck instead of buying a merc s-class and experience what is the real luxury interior. Trucks can never be as slick as sedans/SUVs, it is like asking a 200lb model to ware victoria secret

  79. We don’t have hardly any these US style pickup trucks in Australia. We have HiLux, Rangers but noticeably a lot of underpowered Japanese light trucks. I noticed from trips to US and Canada that these underpowered asian trucks actually clog our roads causing traffic jams by their poor acceleration and handling. They often leave half a dozen cars stuck behind the traffic lights. When you consider how these well handling, well accelerating vehicles keep traffic moving.

  80. All a pickup needs is a Bench seat, a v8, a big bed, and a good tow rating. Luxury trucks are just for southern lawyers to blow money on

  81. SUV's and Crossovers are now outselling trucks.

  82. not everything has to be luxury or look fancy. there's a reason most truck owners, specially in the backwoods, have trucks that are 20 years old because they work on the truck themselves and they arent flashy

  83. Plush, shows a crappy Ford interior

  84. One word…people don’t drive them to haul anymore 😂

  85. A note for the clueless The Democrat party prevented the United States from being oil independent for 30 years by not allowing drilling in many places where the oil was/is. The United States now produces more oil than it uses I will never have to depend on the Middle East Again and prices will always be reasonable as we have endless oil in our country, one more note Ford will be the biggest loser in 2020 because their highest trim level is $10,000 more than an equally equipped Ram who’s interior is twice as comfortable and usable. Ford forces their customers to purchase the highest trim level to get options found in a medium trim level ram.

  86. Stupid trend- trucks and SUVs. How often do these vehicles carry a load or venture off the tarmac? Most owners would be better off with a station wagon/estate car.

  87. Luxury trucks are bullsht because there are no longer regular work trucks even the least luxurious truck today is not a great functional work truck

  88. Pickups and SUVs are more expensive than a BMW 3 series. I do not personally care much for BMW I drive a C class (Mercedes for those who do not know) but a "luxury" pickup truck is a oxymoron, pickups are for work.

  89. I purchased a new 2010 DODGE'RAM Laramie Crew Cab 8 ft bed with every option I could , other than a sun roof, and it was $43,000. A new 2020 in the same configuration is around $78,000! So yes, they have increased nearly twice as much in 10 years!

  90. Trucks are endlessly reliable. German cars are doomed. I'll take and F150, Navigator, Suburban, or Escalade over a 7 series any day.

  91. That cybertruck is gonna change the game

  92. I hate that the industry has come to this. No longer can a young adult such as myself afford a decent truck.

  93. I got my Tacoma now. We'll see how the Cybertruck and the Hummer EV plays out when those gas prices spike up

  94. Should be renamed "How Murica decided Workin Tool become a luxury car"

  95. @1:40 Is this chart RIGHT? Its saying cars are growing while SUVs are declining?! Seems backwards since both Ford & Chevy are discontinuing cars.

  96. Whoever designed that RAM deserves a rise

  97. @9:50 Going from $25K to 50K is increasing 100%, NOT 50%. You guys okay?

  98. Cars/trucks are getting bigger and the roads and parking spots are getting smaller.
    What a crazy world we live in.

  99. Its ridiculous. I remember when u could get a very nice truck for around 30k. But now…smh but actually almost all new cars are ridiculously overpriced now. Never buy a new car or a car that's the same year as it is. Just buy a 1-3 year old car n save some money. Most new cars look exactly the same as the car from 1-3 years older. Try to get a certified preowned if u can but If not just get a great warranty and buy the 1-3 year older car. Sometime u can go a little older than 1-3 years bcuz the cars mostly look the same as the new car 🤷🏽‍♂️

  100. Give me a 70s Ford pickup with a manual transmission. I want my truck to ride like a truck not a car. Also today's trucks can't get a manual transmission in them. You couldn't give me a brand new truck today.

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