Are Full-Size Trucks the New Luxury Car?

Full-size trucks were once reserved for a target market consisting of construction sites, ranches, and the working class. Today these utilitarian vehicles have made their way mainstream with every luxury imaginable. With more available features than ever before, those with more discretionary income are opting for full-size trucks over SUVs. It has us asking “Are full-size trucks are the new luxury vehicle?”

Luxury Trucks?

“Shoppers used to think of trucks primarily as bench-seat utilitarian vehicles, but today, every creature comfort that one would expect or want in a luxury vehicle is now available in a truck,” said Ivan Drury, senior manager of insights at Edmunds.  More offerings and more towing capacity do equate to a higher overall price tag. The overall increase in price doesn’t seem to be causing consumers to turn away either.

Edmunds data reveals that “full-size trucks have outpaced other segments in price growth because more shoppers are opting for higher trim levels, features, and physically bigger trucks overall. In 2019, the average transaction price for a full-size truck was $49,888, more than $12,500 higher than the industry average of $37,310. Ten years ago, the ATP for a full-size truck was $34,987, which was $6,300 higher than the industry average of $28,609.”

2019 Ram
2019 Ram 1500 North Edition | FCA

Luxury Full-Size Trucks are Made for Families 

An overwhelming majority of full-size trucks are being sold with four doors making them practical for families. Premium sound systems, touchscreen displays, and easily accessible USB posts increase the versatility and usage. With the ability to use these for both personal and professional lifestyles the purchase of a full-size truck is even more sound. As this segment continues to soar, consumers are considering comfort as much as capability. 

2020 Toyota Tacoma TRD Pro

With the leather-wrapped interiors and red stitching, driver’s seat lumbar support and heated seats, buyers can quickly seem themselves sitting comfortably out on adventures in the 2020 Toyota Tacoma TRD Pro.

2020 Ram 1500

Knowing that their consumers want to move mountains and make memories with their family and friends Ram carefully designed the interior to be as accommodating and comfortable as possible. The spacious interior, technology package options, large touchscreen displays, and thoughtful suspension makes the 2020 Ram 1500 another popular full-size luxury selection.

2020 Ford F-150

Pictured: (l-r) A Ford F150 on display for Jay's Car Care Month on October 10, 2001
A Ford Harley-Davidson truck interior | Paul Drinkwater/NBCU Photo Bank/NBCUniversal via Getty Images via Getty Images

With seven trims available in the 2020 Ford F-150 full-size luxury truck buyers have plenty of options to choose from here. Of these, the King Ranch edition is not the top trim level but is the most popular nationwide. 10-way power-adjustable, heated, ventilated seats, leather-wrapped heated steering wheel, wifi hotspot, and ambient lighting are just a sampling of features that make this a full-size truck a highly desirable consideration for a luxury vehicle.