Automakers General Motors and Ford are raking in cash and industry awards selling high-end versions of the stalwart workhorse of vehicles, the pickup truck.
have seen average transaction prices for sophisticated and well-appointed versions of their strong-selling pickup trucks soar even above the average transaction prices for luxury brands such as BMW, Audi, and Mercedes-Benz.
Instead, automakers discovered they had actually been underserving their own customers. It turns out truck buyers like the convenience, flexibility and capability of a pickup, but don't want to sacrifice comfort and convenience to drive one.
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