US automaker Ford rolled out a deluxe version of its F-150 aluminum-bodied pickup truck Tuesday, betting on high-end touches as it ramps up production of its most popular vehicle.
Dubbed the F-150 Limited, the light-duty truck is loaded with gadgets, including a 360-degree camera, massaging front seats and luxury interior and exterior design touches.
“The F-150 Limited sets a new bar for what discerning customers should expect in a high-end truck,” said Raj Nair, Ford group vice president, Global Product Development, in a statement.
The F-150 Limited extends the current five-model F-150 portfolio, whose top-end is the Platinum, with a base price of $51,585.
The 2016 Limited will go on sale in the winter, Ford said, without giving any price details.
Pickup trucks and crossover sport utility vehicles are enjoying a renaissance in the United States as consumers take advantage of a sharp drop in gasoline prices and low interest rates on auto loans. Ford’s main truck rivals in the US market are General Motors’s Chevrolet Silverado and FCA US’s (Chrysler) RAM.
The F-150 is Ford’s best-selling vehicle and accounts for almost half its earnings.
In June, the F-150 was selling twice as fast than the industry average for half-ton pickups, Ford reported earlier this month.
Ford, the second-largest US automaker after GM, has been ramping up production of the brand-new version of the pickup, built with an aluminum-alloy body that provides greater fuel efficiency.
But in recent months Ford has encountered production delays and was forced to recall certain 2015 model F-150s in May to fix a steering problem.
Shares in Ford fell 0.5 percent to $14.50 in morning trade on the New York Stock Exchange. (AFP)
