Luxury-Trim Trucks Selling Strongly Despite Soft Economy
Top-of-the-Line Trim Levels Representing as Much as 25 Percent of HD Sales
Paradoxically, it often seems like sales of high-end items buck the overall economic trend and continue to sell strongly even in weak overall economic conditions. This appears to be the case with luxury pickups. An article from the Wall Street Journal is reporting that as many as one out of four HD pickup models are sold in the top-of-the-line trim.
Leading the pack with customer preference for the high-end trim is the GMC Sierra Denali, which represents one-quarter of total HD pickup sales for the brand. Ford also recently announced the availability of the Platinum trim level on the Super Duty, following a higher-than-expected take rate for the trim on the half-ton F-150.
IHS Automotive analyst Bruce Harrison says that of the approximately 467,000 heavy-duty pickups sold per year, 10 to 20 percent of those models are the more premium trim levels.
Chrysler's Ram division hopes to capitalize on the trend with its recently announced Laramie Limited trim that, unlike the over-the-top style of the Laramie Longhorn model, takes a more subdued, refined approach to luxury, similar to GMC's Denali trim.
Source: Wall Street Journal