Why Are New Ford Trucks So Expensive???
The short version is that trucks were once practical and simple. For work and farming. Now they’re… everything, including luxury vehicles.
It wasn’t all that long ago that one could waltz into a Ford dealership and drive away in a brand new, reasonably well-equipped Ford F-150 for less than $20k. Heck, the previous generation Ford Ranger could be had for around $10k, depending on the model year and configuration. These days, the Maverick has thankfully reintroduced the affordable pickup to the masses with a sub-$20k price tag, but otherwise, Ford trucks have gotten insanely expensive, with prices reaching six figures in extreme cases.
Thus, it’s worth taking a look at how we got here.
Until recently, Ford trucks – along with every other brand of pickup on the market – were tools built to do work and little else. Not many people opted for anything other than a regular cab, long bed model for that simple reason. But in recent years, more and more customers are viewing trucks as daily drivers, family haulers, and even luxury vehicles. Thus, these days, you rarely see anything other than SuperCrew, short bed, four-wheel-drive trucks on dealer lots, which are obviously larger and more expensive.
In fact, SuperCrews are SO popular Ford decided to make both the Raptor and the Lightning four-door-only.
Why Have a Family Car When You Can Buy a Truck?
Much like pickups have become the family car of choice for Americans, replacing the old sedan, more and more people are opting for trucks that also provide high levels of performance, whether that be on or off the pavement. Gone are the days when trucks had just enough power to merge onto the highway or pull loads slowly – now, even a basic F-150 with any EcoBoost powerplant or Ford’s Coyote V8 is quick enough to outrun a lot of sports cars without breaking a sweat. More powerful versions – like the F-150 Raptor – are even faster, and more expensive.
At the same time, customers have demanded more from their trucks, which means that old, basic leaf spring suspensions are on their way out in favor of more complex coil spring setups and even air suspensions in some cases. In the same vein, Ford’s best-selling F-150 trim levels are the more luxurious ones – the Lariat, King Ranch, Platinum, and Limited – which are filled with the tech and comfort goodies once reserved only for the best luxury cars on the planet.
Who’s to Blame? (Get a Mirror)
Add it all up, and there’s a simple reason why Ford trucks have gotten so expensive over the years – consumers. Shopper preferences have changed significantly in recent years, and that’s a shame for those of us that just want an affordable pickup with few frills. Luckily, it seems that Ford has been listening, as the Maverick provides us with exactly that, even if it isn’t the V8-powered, full-size, body-on-frame, no-frills F-150 that we all want. But perhaps the fact that the 2022 Maverick sold out in a mere matter of months will convince them that there’s still a market for such a vehicle.
Photos: Ford
