- America’s best-selling vehicle may come with sticker shock
- Then again, a lot of money buys a lot of truck
- Prices range from under $30,000 to nearly $70,000 for 2018 Ford F-150 | Price Yours
“Sixty thousand dollars? Seriously?”
It was as if that refrain or a close variation of were on repeat from every bystander, onlooker and curious shopkeeper I spoke with while driving Ford’s venerable full-size pickup. In reality, this test model – a 2018 Ford F-150 Platinum 4×4 — was actually more, stickering for over $62,000.
If you haven’t bought a pickup truck in a while, such a price tag may come as a shock. Perhaps more surprising still, these numbers can go higher. While you may equate “Platinum” with top trim, there’s still one above this, the F-150 Limited. That model starts at nearly $63,000 and can nearly kiss 70 grand with options.
Perception vs. Reality
At these prices, such dressed-up F-150s are more than twice the cost of a base model. And maybe it’s that sub-$30,000 F-150 you have in mind when you think of America’s best-selling vehicle for the past umpteen years. Yes, a 2018 Ford F-150 has a starting price just over $29,000. But unless you only need the most basic of work trucks with a regular cab and 6-and-a-half-foot bed, it’s not the truck you want. In its least-expensive form, a base Ford F-150 XL doesn’t even have power windows.
In reality, most buyers will be stepping up to at least an XLT trim. And once they’ve added items beyond the aforementioned power windows – creature comforts such as a smartphone-enabled infotainment system, plusher seats and functional upgrades like a higher-output engine – the cost of an F-150 can quickly climb.
Granted, you may not find yourself spending over 60 large for an F-150, but the tab could still be a surprise once the boxes are checked. According to Kelley Blue Book’s latest figures, the average transaction price of a 2018 Ford F-150 is $47,174. Factor in other taxes and fees, and suddenly a $50,000 pickup truck is the new norm.
Luxury price = luxury features
Thankfully, this is a case where you get what you pay for, and arguably more. For starters, the $62,205 price tag that came with our 2018 Ford F-150 test truck brought all the capability expected in a half-ton pickup powered by Ford’s venerable 5.0-liter V8. Boasting 395 horsepower and an even 400 lb-ft of torque, this V8 F-150 always proved satisfying.
For 2018, this engine is linked to Ford’s 10-speed automatic transmission, leapfrogging the past 6-speed that it could be tied to. That’s a lot of forward gears, but we found it a smooth operator. Significantly, the F-150 is happy to tick down multiple gears when goaded for passing or quick acceleration. On top of that, this truck boasts multiple driver-adjustable modes that optimize it for settings such as snow and mud. There are even modes for economy and sport. Put in the latter, and the Ford’s 5.0-liter engine seems to think this is a Mustang, granting the big truck serious get-up-and-go.
This truck boasts a lot more than power. And this is where all that extra coin comes into play. For this price, you probably already expect a lot of leather inside. There certainly is. This is about as comfortable as a truck can get. In addition to sitting on supple hide, your backside can enjoy heated, ventilated and massaging seats. That’s right: Your F-150 can now give you a massage. And this is one of the better systems. In fact, our rump rates it right up there with Mercedes-Benz’s multi-mode system that can vary intensity and location.
Another sensory delight is the new B&O Play high-end audio system. Not long ago, audio systems from audiophile brand Bang & Olufsen were reserved for luxury cars. Now, even well-heeled ranchers and truck-loving city slickers can enjoy music in a whole new manner.
Other features we like are the 360-degree camera system that’s a real help when parking a rig as big as this, the power-operated side steps that deploy when opening the doors, hardwood interior accents, and power-adjustable steering wheel and pedals. And this is just the start in a long list.
Argued another way, maybe $60,000-plus for an F-150 such as this one is something of a value. You’re getting two vehicles in one: a powerful, highly capable pickup truck with immediate recognition and respect, and what can qualify as a luxury vehicle whose amenities could rival a Lexus.
