Luxury car buyers are taking notice of high-end pick-ups, and manufacturers are taking note too

It almost sounds like a joke, but the trend appears to be very serious. At least in the United States. Buyers of luxury saloons are turning their attention to pick-ups, especially high-end ones. And manufacturers, who know very well where these trends are heading, are jumping on the bandwagon and creating vans with luxury equipment for these demanding buyers.

For example, Chevrolet is focusing on the Chevrolet Silverado 2019. This model has undergone changes, and its High Country variant has introduced several modifications that elevate what is a work vehicle to a luxury car with not a few of the features of such vehicles. Things like a noise-reduction system, heated seats and much more. And the price climbs to 70,000 dollars, which puts it on a par with a fully equipped Mercedes AMG E43.

If we look at Ford, we find that there are several versions of the F-Series models, the brand’s best sellers, that reach 100,000 dollars. One of them is the Super Duty Limited version, which costs 97,000 dollars and has been very well received by American buyers. According to Doug Scott, the head of marketing for the pick-up division, “when we launch a high-end version of one of our models, buyers ask for more“.

RAM is another of the reasons these vehicles enjoy such great acceptance. In fact, the Ram 1500 Limited Edition is equipped with 19 speakers from Harman/Kardon Sound, the Limited Level 1 equipment package, heavy-duty shock absorbers and other accessories that bring the price to 90,325 dollars. This model, incidentally, was going to move all of its production to Detroit under pressure from the Trump administration, but for the time being it continues to be manufactured at the Saltillo plant in Mexico.

And alongside these three major American manufacturers is Mercedes. The German brand is considering placing its Mercedes X-Class in this increasingly demanding market, so the options for luxury pick-ups could multiply in the near future. A newly created market that has turned these practical and efficient vehicles into luxury vans that go beyond work.