USA - Ford to re-Introduce the Limited line to the F-150 Pick Up Truck range from the 2016 Model Year.

Ford Motor Co. is responding to surging demand for high-end pickups by introducing a Limited version of the F-150 that will start at about $60,000 and likely top $70,000 when loaded with options.

The F-150 Limited, which Ford is unveiling today in Los Angeles, will go on sale this winter as a 2016 model. Its features include 22-inch polished aluminum wheels, Mojave leather seats and interior accents made of aluminum and fiddleback eucalyptus. Each truck’s production number is laser-engraved in a VIN plate on the center console lid.

“The F-150 Limited sets a new bar for what discerning customers should expect in a high-end truck,” Raj Nair, Ford’s product development chief, said in a statement. “We’re adding segment-exclusive technology, and features that improve productivity, convenience and capability with distinctive style.”

Ford offered a Limited trim on the 2013 and 2014 F-150, at a starting price of about $53,000, but discontinued it when introducing the aluminum-bodied 2015 model.

In the first half of this year, Ford said 60 percent of F-series sales were so-called high-series trims: Lariat, King Ranch and Platinum. As a result, the truck’s average transaction price has jumped 9 percent to $44,100 from a year ago.

Though the Limited trim isn't expected to sell in large numbers, it gives Ford another way to maximize revenue from the hugely profitable F-series lineup. Its starting price is about $10,000 more than that of the Chevrolet Silverado High Country, $8,000 more than a Ram 1500 Limited and the same as a BMW X6.

Exact pricing will be announced later this summer.

“There’s a lot of people who buy trucks as both a work tool and a status symbol,” said Karl Brauer, senior director of insights for Kelley Blue Book. “You have a lot of wealthy businesspeople who have the money to buy an extremely capable and extremely luxurious truck. It’s not any financial stretch for these people to spend 50 or 70 grand.”

Ford sold about 190,000 F series for more than $50,000 last year, TrueCar estimated, outselling BMW’s 3, 5 and 7 series combined and the entire Audi brand.

The F-150 Limited will have a 3.5-liter, EcoBoost V-6 engine, which is a $400 option on the King Ranch and Platinum trims. It will have a unique grille, raised “Limited” lettering on the hood and a satin-chrome exterior accents. The interior contains massaging front seats, a Sony 10-speaker sound system and scuff plates with “ice blue” backlighting.

Nick Bunkley

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