#$100000Trucks

People have been predicting it for years, we foreshadowed it a few months ago, and on Thursday it finally happened: one can now waltz into a dealership and spoil the better part of a hundred grand on a pickup truck.

See that 2018 Silverado 3500 Crew Cab Dually up top, though? It doesn’t cost $100,000. It doesn’t even cost $50,000. It is, in fact, only $340 more expensive than a top-rung Honda Ridgeline.

Wait. What?

The time is ticking ever closer to the day an OEM slaps a $100,000 MSRP on a truck. It will happen, and it won’t be long before it does.

In 1997, $27,000 bought a lavishly equipped F-150 Lariat SuperCab with a 5.4-liter V8. Adjusted for inflation, that’s about $40,000 in today’s money. Adjusted for reality, that truck now carries a $45,000 MSRP. The $100,000 barrier will be crossed in perhaps a decade based on inflation alone, but inflation will not deliver the first $100,000 truck. Trim escalation and new equipment will cross the finish line first.

Regardless, OEMs won’t be the first to push MSRPs into the stratosphere. That distinction goes to the aftermarket, in conjunction with dealers. And, unsurprisingly, together they’ve already made a $100,000 pickup a reality.