The auto maker says customer and dealer feedback indicated there was a market for a Super Duty pickup priced above the current top-of-the-line King Ranch edition.
Ford expects ’13 Platinum model to see 5%-10% take rate.
DETROIT – TheF-Series Super Duty King Ranch is king no more, dethroned by the new ’13 Platinum edition the auto maker is adding to its luxury-truck segment.
Pricing has yet to be announced, butsays the Platinum series will be positioned above the King Ranch, which up to now has had been the top-of-the-line model in the Super Duty lineup.
The King Ranch F-250 starts at about $50,000, topping out at some $68,000 when well-equipped, which means the Platinum edition with all the options likely will cost upwards of $70,000.
The ’13 Super Duty Platinum arrives later this year.
Brian Rathsburg, marketing manager-F-Series Super Duty, says positive reaction to the Platinum F-150 pickup spurred Ford to offer the trim level on the Super Duty series.
“The success of Platinum on (the) F-150 exceeded our expectations, and dealer and customer feedback suggested there was an opportunity to position a premium product above King Ranch,” he tells WardsAuto at a media event here.
The Platinum edition typically accounts for about 5%-10% of F-150 volume, and Ford expects the same rate among Super Duty buyers, spokesman Mike Levine says.
Ford doesn’t break out Super Duty volume from total F-Series sales, but says the heavy-duty model typically accounts for one-third of all F-Series deliveries. Through February, F-Series sales climbed 16.9%, compared with year-ago, to 85,766 units, according to WardsAuto data.
The new Platinum special edition features a bevy of upgrades not found on the standard F-Series Super Duty, including a grille surrounded by a satin-chrome ring, chrome tow hooks and chrome-topped mirrors and running boards.
Both sides of the truck’s pickup box feature the Platinum name in chrome letters and the tailgate is trimmed with a satin chrome appliqué.
The interior features a heated and leather-wrapped steering wheel with wood accents, wood-trimmed instrument panel and center stack, as well as twin captain’s chairs upholstered in premium leather, which is used on the armrests and console as well.
Also included are the MyFord Touch infotainment system, a navigation system, power-adjustable pedals, rear-view camera, remote start/stop and power-telescoping mirrors.
Rathsburg says most Platinum buyers will be retail customers. The Super Duty’s fleet mix normally runs at about 40%.
Ford also expects a different buyer than those attracted to the King Ranch. “King Ranch has a Southwestern flair to it, while Platinum is more about contemporary design,” he says.
All ’13 Super Duty models will come available with either the 6.7L V-8 diesel or 6.2L gasoline engine currently offered on the ’12 model.