The F-150 pickup has been the best-selling vehicle in the United States for decades. Ford Motor Co. (NYSE: F) offers a no-frills model for a manufacturer’s suggested retail price (MSRP) of $27,110. On Friday, Ford introduced a new line of luxury Super Duty Limited pickups that carry a base model MSRP starting at $80,235 for an F-250, $82,010 for an F-350 and $$87,100 for an F-450.
But wait, there’s more. As Ford proudly noted in the announcement, “Customers who check every option box can top one out for as much as $94,455.” That includes the destination charge, but not taxes or fees. A sales tax of just 5% pushes the price to $99,178. Then there is the cost of licensing. Getting to $100,000 requires no great effort.
Ford truck marketing manager Todd Eckert said the company has identified a market for “heavy-duty truck customers who need Super Duty-level capability and want true luxury.”
The marketing pitch is straightforward enough: “Ford again establishes new top-end for trucks with the new Super Duty Limited, specially tailored for high-end heavy-duty truck customers — from boat captains to captains of industry.”
Eckert continued:
Super Duty Limited is the most luxurious and advanced heavy-duty pickup truck ever created by Ford for accomplished buyers, with appetites for the high life and hard-earned dollars to match.
The truck’s ability to tow more than 30,000 pounds means owners can pull their own personal F-35 fighter jet around — just to one-up the neighbor who is towing a puny little jet boat.
All 2018 Super Duty Limited models come with Ford’s 6.7-liter Power Stroke diesel V8 and are available in two-wheel and four-wheel drive and single- or dual-rear-wheel configurations. The list of standard features includes lots of technology — lane-keeping alert, forward collision warning, adaptive cruise control — as well as luxury items like two-tone leather seats, dark ash wood trim and plenty of chrome on the outside.
Ford stock closed at $11.96 on Thursday, in a 52-week range of $10.47 to $13.27. Shares were inactive in Friday’s premarket trading. The 12-month consensus price target on the stock is $11.91 with a low target of $9 and a high target of $15.
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