By on July 21, 2015

2016 Ford F-150 Limited

Ford announced Tuesday its new range-topping truck, the F-150 Limited, which will go on sale this winter. The Limited replaces the Platinum as the most you can pay for an F-150, and while the automaker didn’t specify how much the Limited may cost, it’s clear it will be knocking on the door of $60,000 — if not kicking it down.

Limited only in name, not in price, Ford’s newest F-150 is aiming to push average transaction prices higher and further than they’ve ever gone before. According to Reuters, the average price paid for a pickup was $42,429 so far this year.

The Limited model sports 22-inch wheels, a 3.5-liter EcoBoost turbocharged V6, 360-degree cameras and massaging seats.

The F-150 Limited will take head-on the Ram 1500 Limited and GMC Sierra 1500 Denali, which cost $51,370 and $51,160 respectively.

In addition to unique exterior and polished aluminum wheels, the F-150 Limited sports four colors: Shadow Black, Magnetic, Blue Jeans (!) and White Platinum Metallic.

The new Limited trim features all of the interior goodies available: Ford’s Sync infotainment system, panoramic sunroof, cross-traffic alerts, remote start and tailgate release, and a laser-engraved production number plate on the center console that shows the position of your truck in the likely five-figure “limited” production run.

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76 Comments on “Ford Announces Nearly $60K-to-Start “Limited” F-150...”


  • avatar
    RideHeight

    Have some nads, Ford. Call the trim level below this the Galaxie and this alpha dog the LTD. That’s what they functionally are, Ford’s top family sedans.

    Oh, and push an extra-cab “coupe” version.

  • avatar
    another_VW_fanboy

    Ford will sell a ton of these. I think that’s obvious. It just doesn’t make sense to me to pay that kind of money for a pick-up. I just find it weird that it would be easier to to find one of these at a Ford dealer then a basic bare bones work truck. The definition of what a truck is is changing, and getting expensive, but hey I’m the minority so more power to em.

    • 0 avatar
      Big Al from Oz

      Ford only need to sell one and they had already sold two and a half tons.

    • 0 avatar
      360joules

      This what an account manager or sales rep spends his vehicle allowance on when his/her customers might frown at an Audi/BMW/Mercedes. Or a general contractor might drive to call on high end residential or commercial customers.

  • avatar
    Pch101

    But with the rebate programs, they’ll be paying me about $23,000 to take one. Or something like that.

  • avatar
    dal20402

    $25,000 in profit a pop… lots to like if you’re Ford, lots of feeling like you’re a chump if you buy one.

  • avatar
    mike978

    Two questions :

    Does the Limited name have the brand equity to support this cost. From what I have read previous F-150 Limited’s were much cheaper. What was wrong with keeping Platinum.

    The article says this will go head to head with the Ram Limited and Sierra Denali, but those are quoted at $51K and this is quoted at around $60K. That is quite a jump up.

    • 0 avatar
      Aaron Cole

      They go head-to-head in the sense that all those models are the most you can pay for their respective brands’ trucks, without going HD.

      • 0 avatar
        mike978

        That is a fair point. Will be interesting what the competitors do now there is this higher price point.

        • 0 avatar
          Aaron Cole

          Apeshit. In my opinion, the competitors go total apeshit now that there’s a higher price point.

          In reality, I think the automakers have known for around 5 years now that the market could bear considerably higher prices without significantly impacting volume. They’re making up margins with these trucks and consumers will start to realize that — but not yet, apparently. Someone, at some point, will jump the shark.

          • 0 avatar
            Big Al from Oz

            Aaron,
            I do think this will allow GM with the S twins and Ram to sell at a higher price and sell with better value to the consumer.

            Ford losses out again.

    • 0 avatar
      Drzhivago138

      This is above Platinum. AFAICT, Ford is keeping Platinum. Platinum is (essentially) where the the Lincoln Mark LT was, and this is even above that. Ford F-150 Continental?

  • avatar
    Lorenzo

    Ah, for the old days, when pickup trucks cost less than cars! Now that 4-door cabs have become BOF, RWD full size family sedans, they have luxury prices. Why can’t I haul trash to the dump in an El Camino anymore?

    • 0 avatar
      RideHeight

      Because “the dump” is now called a transfer station, makes you squeak in there with all the construction and remodel guys, has a jilliondy nails left by them per square yard of pavement and your El Camino might not make it back out if the crane was working that day?

      Everything is gargantuan and bloated today, pickups are just symptomatic.

    • 0 avatar
      DenverMike

      In the “old days” the typical pickup was a regular cab with hubcaps, vinyl bench seat and crank windows. Luckily and in case you didn’t know, they still offer those for fleets and cheapskates like me. They’re more than affordable as always. But it shouldn’t upset anyone, crazy high-end pickups sell so well.

      What about S-Class Mercedes? Just ignore those too.

      • 0 avatar
        Jeff S

        @Denver Mike–For now all the truck manufacturers offer the regular cab in a more base model but in a few more years those will be gone. Finance or lease the truck and the dealers will get the customer to add the extras for just a little more per month. Many do not figure out that those extras add up. It is too bad that the schools do not teach courses in budgeting and saving.

        • 0 avatar
          stuki

          Most people who drive trucks for work will still drive work trucks. The difference is, the truck won’t be theirs. So they’ll have to take the bus to and from work. While the more equals won’t really care whether a truck costs $20,000 or $200,000, as long as they reckon someone will envy them for driving it. Just Reverse Robin Hood the way it’s supposed to work.

        • 0 avatar
          DenverMike

          They could kill the regular cab strippers, except they’re not forced to. Assuming the lose money on them, they can more than offset that with luxury high-end. Or from mid range fullsize pickups alone.

          CAFE may lean on the regular cab, short beds enough for fines to be owed, but they those are about a Happy Meal per truck, relatively speaking.

          But without a full range of pickups, they lose untold market share. If fleet and cheapskates have to go midsize for the lowest common denominator of pickups (or midsize SUVs) there’s less chance they’ll come back or show up for mid range fullsize pickups, never mind luxury. Say Hello to the Nissan Titan. Yeah they still make those.

        • 0 avatar
          johnny ro

          Ford’s site shows each option in total price and per monthly. I got out on their site with $24k base model with turbo and locking diffy, nothing else. Not buying of course but $24 was a good price for a good base model truck truck.

  • avatar
    APaGttH

    In other news Ford announced $12,000 in rebates and discounts when financed through FoMoCo

    • 0 avatar
      bball40dtw

      This one doesn’t get the discounts. Just like the King Ranch and Platinum trucks are only seeing $3500 or so in incentives.

      • 0 avatar
        Pch101

        I am frankly baffled that Bloomberg and car blogs are being suckered by a limited promotion.

        If my local newspaper had run a news story back in the day that claimed that the bait-and-switch loss leader in one of their ads was a sign of falling car prices, there would have been a consumer advocate or two trying to warn consumers that they were being scammed and demanding a retraction. I thought that the internet was supposed to be better for fact finding, not worse.

        • 0 avatar
          bball40dtw

          Well it’s all about the clicks isn’t it? All they had to do was read the fine print too. It was specific SuperCrew trucks, with specific packages, and rebates not good for everyone. The best part of the whole thing is that it isn’t always easy to find a SuperCrew XLT equipped like the rebate requires. And if you do? It’s a $49K truck. $12K isn’t hurting Ford on that truck, and if the salesman was good, he got you into the $53K King Ranch because sweet leather and badging.

          • 0 avatar
            Pch101

            In this case, I don’t think that it’s about the clicks, but a lack of homework.

            Two simple questions that should have prefaced the research: What percentage of the inventory is discounted as a result of the incentives, and is it possible for the buyer to be disqualified from receiving them. If the answers to those questions is “not many” and “of course we don’t have take everyone!”, then it’s a gimmick and not particularly newsworthy unless you’re trying to provide Ford with free advertising.

          • 0 avatar
            bball40dtw

            True. No one asked questions or made a phone call.

    • 0 avatar
      DeadWeight

      Another debt-binge bubble builds, just like in the 2002 to 2007 period, to purge soon enough.

      Everyone gets a 3.5% down HUD (i.e. taxpayer) backed mortgage & a shiny new $50,000 car/truck, even if they can’t truly afford it (Pch101 will be along soon to claim Paul Krugman is an economic God, and that peeps need more – much more – debt, and that there’s no debt bubble just as there was no housing bubble in 07 and no stock bubble in 99 or 07).

      Debt. Love it. Eat it.

      • 0 avatar
        Pch101

        You should tell your sponsor at Hyperbolics Anonymous that the program isn’t helping.

        • 0 avatar
          DeadWeight

          It’s truly mild hyperbole at this point, and it helps to drive home fundamental truths.

          Invoking your name and attaching an alleged idol of yours to it guarantees a response from you, which works for me (it’s more akin to teasing than a malicious, ad hominem attack).

          Now, about that trillion dollar auto loan market, with Blythe Masters now in charge of one of the largest firms synthesizing and selling auto loan backed securities to “investors” (akin to how mortgages were bundled, synthesized and sold to investors from 2002 to 2008)…

          • 0 avatar
            Pch101

            The fundamental truth is that you sound like you need Prozac.

            Seriously. Take a chill pill (literally or figuratively), go easy on the labels (particularly since they aren’t exactly accurate), and try not to sound as if you regard yourself as some sort of prophet.

            And if you understood my points or Krugman’s, then you would know that I only agree with Krugman in some respects. Why you feel that you’re sagely by invoking his name with contempt is between you and your therapist.

          • 0 avatar
            DeadWeight

            The Krugman association was retaliation for the constant Zero Hedge references you toss at me.

            As for being a “prophet,” or claiming so, I live in the real time framework, with an eye towards the sky.

            At least in Michigan, individuals (some with 10 0’s next to their net worth ON PAPER) and companies that were riding high from 1995 to 2007, then went bust or nearly so due to excessive debt, that somewhat climbed back since are now jumping back into the frying pan with reckless abandon. I see this in real life in the here & now.

            As for my alleged pessimism, I prefer to call it realism, but YMMV.

            As a former supervisor of mine, who I respect greatly, remarked to a Crain’s Reporter recently:

            “Financing is available at historically low rates, which creates a lower risk level for developers, However, if the next recession is anything like the last one, the cycle will start all over again.”

            “In the last 90 years there have been 18 recessions…which works out to an economic setback about every five years or so.”

            “We are six years into this current recovery.”

          • 0 avatar
            Pch101

            If you knew me in real life, then you would know that I was talking about a real estate crash since 2004, and that it would be driven by excess leverage.

            But Zero Hedge is still garbage.

          • 0 avatar
            DeadWeight

            Zero Hedge banned me in 2011 for pointing out that their ad sponsors were the likes of Goldcore & other precious metal dealers, which seemed to greatly influence their “advice,” and that their “articles” read as state proxy from either Russia Times or The Chinese Daily.

            That said, the debt pendulum has yet again swung too far towards the danger zone (on both a household and governmental basis), which is highly unfortunate if you agree with me that our “recovery” of the last 6 years has been fueled far more by easy monetary policy versus organic growth in good jobs/wages, aggregate demand and other healthy STRUCTURAL macroeconomic trends.

          • 0 avatar
            Pch101

            Complaining about loose monetary policy during a period when the country was the verge of a depression is about as wise as complaining about a tow truck that pulls your stuck car out of a ditch.

          • 0 avatar
            DeadWeight

            Loose monetary policy is not only good, but necessary, when an economy is on the brink of a total meltdown, as it was in 2008-2009.

            Have Zero Interest Rate Policy in effect for 6 LONG YEARS WHILE THE FEDERAL RESERVE CLAIMS ECONOMIC GROWTH IS APPROXIMATELY 2.5% to 3% ANNUALLY is a sign that a) they are REALLY WAY TOO SLOW TO RAISE INTEREST RATES, or b) THEY’RE BEING DISINGENUOUS/MISLEADING.

            As I’ve said, loose monetary policy, especially for 6 (now going on 7 years), should be a sign that there’s a serious structural cancer in an economy that loose monetary policy can’t and won’t fix – it may even exacerbate the cancer.

          • 0 avatar
            Pch101

            I know how to use the BEA website. We haven’t had 2.5-3.0% GDP growth, so I have no idea where you dreamed that up.

            Meanwhile, the Fed has had to deal with monetary policy plus a Congress that refused to have a fiscal policy following ARRA. If the Repubican’ts did something aside from whining and the White House been more aggressive in attacking mortgage debt, then the Fed could have begun tapering QE quite a bit sooner. The Fed has done all of the heavy lifting since 2009.

  • avatar
    Big Al from Oz

    This will sell to a person looking for lots of bling and not so much luxury.

    As I pointed out on another site, luxury is designed from the ground up. Chinese and Koreans bling their vehicles…….is a Great Wall, Foton Tunland, Kia, Hyundai luxury???

    This F-150 is no Range Rover or Land Rover Discovery.

    It’s still a pickup, not a luxury vehicle.

  • avatar
    Spartan

    Worth every penny. For all you luxury brand snobs who claim this isn’t a luxury vehicle, what luxury vehicle has the F-150’s feature content and capability?

    Exactly. Too many of you say to buy a Range Rover or some other outrageous statement, but you’ve obviously not configured a Range Rover with similar content. It’s over $100k and can’t tow what the F-150 can. Don’t say it comes close because you can’t tow a 35 ft trailer with a Range Rover without white knuckle moments at every crosswind. Same for the MB GL.

    For those of you who say it isn’t a luxury vehicle, luxury isn’t defined by a platform. If that were the case, the 3-series wouldn’t be one either.

    • 0 avatar
      bball40dtw

      This guy gets it. To many people across the US, high dollar big trucks equal luxury, wealth, and status. They also happen to be useful for stuff people like to do.

    • 0 avatar
      dal20402

      To me, luxury means high-end materials and a refined ride. No F-150 has either. Your mileage may vary, and if you want to hand an extra $25,000 to Ford for some power gewgaws but the same cheap plastic under them and bouncy ride that you find in a $40,000 EcoBoost F-150 XLT, more power to you.

      The capability you’re talking about is definitely its own form of luxury but you don’t have to spend $65,000 to get it.

      • 0 avatar
        JMII

        I don’t get it either but as someone who has been to Texas several times I know the market for such a luxo-truck is alive and well. Crazy? Yes, but if the market is there then someone will fill it. Personally when I bought my Dodge the salesman thought I was being foolish for not checking the leather option on the build sheet. He claimed with all the other goodies (mostly towing related) that leather was a must have for such a “nice truck”. I didn’t understand the idea of luxury truck then… or now.

      • 0 avatar
        Pch101

        There are some places in America in which rolling up in a $50,000 BMW marks you as some kind of snob, but a $50,000 truck is the mark of a good guy who has earned his place. It’s a sort of humble brag.

        You don’t see this in the urban areas on the coasts, where an expensive truck may mark you as a redneck. You do see it in the heartland.

        • 0 avatar
          el scotto

          This should do well in SEC/ACC/Big 10 country. Heated or cooled leather while hauling the boat? Or Jet Skis, or Horse Trailer? Yes please.

        • 0 avatar
          RideHeight

          “It’s a sort of humble brag.”

          Wellll… that would be true if we thought there *were* finer vehicles than a big, soft and pretty truck. Then a local Mr. Big Stuff could be said to be “dressing down” as a rapport device.

          But we, and he, really do believe that a Brahma Bull, Lit De Plume edition is pretty much as good as it gets. Hence no false modesty meant or perceived.

          • 0 avatar
            Pch101

            There’s a reason why they don’t sell too many Cadillac and Lincoln versions of these things.

            If it has a bed, then reverse branding principles go into effect — the mainstream brand is better. Box in the cargo area as an SUV, and the usual luxury branding business model applies.

          • 0 avatar
            RideHeight

            “they don’t sell too many Cadillac and Lincoln versions of these things.”

            We may be hicks but we don’t admire *fools*.

  • avatar
    28-Cars-Later

    You know for $60K or thereabouts I want the 6.2 or 5.0, not the plastic-fantastic 3.5 Ecobust. I’m not saying the 3.5 shouldn’t be offered, I’m just saying the buyer should have a choice.

    • 0 avatar
      bball40dtw

      They have an F250 Platinum. The interior and options are of the SuperDuty are significantly behind the F150, so it starts at $56K for the F250 Platinum with the 6.2L and 4×4.

      I’d like the choice of the Boss V8 in the F150, the CAFE numbers kill it. Ford was never able to make their 6.2L as efficient as GMs.

  • avatar
    Jeff S

    Ford needs to add some more chrome to this model and raise the price to 95k. Enough loyal Ford buyers would buy this truck at any price and the remaining stock would sell with a 30k factory rebate or a 96 month zero percent interest loan with no money down. Ford would then have bragging rights as to the pickup with the highest listed MSRP. Some wide chrome strips on the side, chrome fender skirts, chrome pillars, and chrome mirrors would put this truck in a class by itself. How about for an extra 10k you could add the ultimate bling package with the front and back that can be raised and lowered and bounced around. Add some chrome curb scrappers to each wheel.

  • avatar
    Hummer

    It’s ridiculous, but I would still take it (with the V8) over any BMW or Range Rover offered in America. For the price of a 6 cyclinder midsize 5 series, I can get all the fullsize V8 4-door pickup I can handle.

    • 0 avatar
      dal20402

      But wouldn’t you really rather pay $40,000 for almost the same thing? That’s about the price of a well-equipped XLT with the same powertrain, suspension, and capability.

    • 0 avatar
      DeadWeight

      If I’m buying a truck, give me a $30,000 Ram 1500 ecoDiesel Tradesman Crew Cab 4×4

      https://www.thetruthaboutcars.com/2014/12/coast-coast-2014-final-destination-los-angeles-final-albert-review/

      or a SR Double Cab V8 (4.6 or 5.7 liter) 4×4 Tundra (which will last a lifetime) for 1/2 the price of the lane departure, radar cruise control, heat seeking chaff deploying, pedicure station equipped F150 Limited:

      https://www.thetruthaboutcars.com/2014/09/toyota-tundra-goes-pro-loses-v6-entirely-2015/

      • 0 avatar
        Hummer

        Don’t really care much for the little diesel as a DD, and then, as with all Ram 1500s 4×4, you have to climb up under the truck to figure out the numbers on the transfer case to see if it has a true transfer case or a case with a clutch. Also don’t care for the Tundra style or the DOHC engine.

  • avatar
    Jeff S

    It is still a truck which will handle and ride like a truck. True the newer trucks ride better but there is only so much a manufacturer can do to get a truck to ride, handle, and corner like a more expensive European car. I like the interior on this F-150 but how much are you willing to pay for a truck regardless of what it has on it. Those who have the money and price is no barrier then go for it but many if these trucks will be leased and many will be bought with long term low interest loans. For me no vehicle is worth getting yourself hooked in a long term loan. The profit margins are large on these types of trucks and who can blame the manufacturers for cashing in on these expensive trucks. This too will pass. This reminds me of the late 70’s when the cars got bigger and the manufacturers started to add more chrome, thicker velour interiors, and more outlandish colors such as burnt orange and pea green which eventually lead to the downsized more sensible cars with saner options and colors. There was also the 1958 GM Buicks and Oldsmobiles that had thick chrome on the sides, front, and back which resembled a chromed out Electrolux vacumm. Eventually these trucks will go the way of the blinged out late 70’s land yachts and a future Junk Yard section on TTAC will feature them in another 20 plus years and commenters will wonder what possessed people to buy these things. I will not single Ford out on these blinged trucks because Ram, GM, and Toyota are also doing the same. The manufacturers might as well make hay while the sunshines because it will not always be this good for trucks.

  • avatar
    mjz

    This should be the new Lincoln Blackwood at this price point.

    • 0 avatar
      Drzhivago138

      Shh, Lincoln doesn’t like to talk about that. As I said earlier, the Blackwood and later Mark LT were replaced by the Platinum trim level, and this is above even that. For some reason, buyers would rather have a Ford than a Lincoln pickup, even if they’re identical. What was the MSRP of, say, a ’72 Thunderbird vs. a Mark IV?

  • avatar
    baggins

    why 22 inch wheels. Rides harder, reduces ability in rain and snow, costs more.

    The epitome of all hat no horse.

  • avatar
    Jeff S

    Along with adding the plastic chrome strips on each side those strips should have led lights in-bedded in them. Ford should also in-bed led lights around the edges of the stainless steel trim on the tailgate of the F-150. How about the tail lights being rimmed with leds as well. There is an unlimited amount of things you could do to this truck to really add class. I forgot you could add led lights to the word limited on the front of the truck. Ford’s slogan could be “let us pimp your next ride”.

  • avatar
    STS_Endeavour

    At this point, they might as well put it back under the Lincoln badge. Not that I’d mind being able to someday replace my Mark LT with another.

  • avatar
    Drzhivago138

    I hope that these will continue Ford’s tradition of being truly limited edition–that is, they’d say “X of 5000” on the console. That really makes it something more than just a fancier-yet Platinum. My uncle has a ’13 (or ’14?) and while it looks nice, I couldn’t see myself paying whatever he paid for it. But hey, more power to him and anyone who wants one.

  • avatar
    Mackie

    I remember someone who bought a big fancy truck like this. They continued to drive their beater to work because their truck was “too nice”.

    When did trucks become so precious?

    • 0 avatar
      Scoutdude

      A few years ago a friend of mine bought a new Ram 2500 crew cab long bed diesel getting rid of his old Dodge 2500 extended cab diesel. Within 6 mos he bought a few year old S-10 for commuting purposes. The reasons he gave is that the road that most of his commute was on gets the truck so dirty because it is used heavily by dump trucks hauling dirt/gravel ect from the multiple materials dealers along that road. His other reason was the cost of fueling the truck that met modern diesel emissions standards. So yeah the “HD” pickup mostly sat in his garage so it didn’t get dirty.

  • avatar

    For those saying its not a Range Rover or GL – you’re correct. In 10 years, a 120k F-150 Limited will be worth twofold as much as a 10-year-old 80k-mile LR or GL…if it makes it that far.

  • avatar
    shaker

    Well, as long as small businesses can get tax write-offs for “work vehicles”, this trend will continue.

    “DADDY – can we go in the TRUCK? It’s SO NICE!”

  • avatar
    Zackman

    If I were in the market for a pickup, all I’d want is a short-bed, standard cab, one-step-above-a-work truck; i.e. chrome grille/chrome grille surround, A/C, auto tranny. Make it red, most likely.

    Everything else – keep it simple, after all, it’ll get scratched up and well-used!

    • 0 avatar
      dal20402

      Clearly if you’d actually use your truck to carry things, rather than stuffing them into your beater Grand Prix because your truck is too nice, you’re not the intended audience.


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