Limited production? Price?

[Taimaishu]

Agree! Pickups no longer just serve as construction and pure utility vehicles. They've long also become lifestyle cars so people are willing to pay accordingly. You can see that reflected in the special editions and performance models offered these days. The F-150 is a good example -- it's got luxury editions like King Edition ($50k+) and hi-po models like the Raptor (starts at nearly $50k)!

The huge pickup market is ripe for Jeep to take a big bite out of even with a Wrangler pickup that starts at more than 30 grand.

Yea even the bog standard F-150 XL costs $27k and that's the only F150 model under 30 grand. It jumps up fast after that, all the way to $60k!

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[MrDinkMan]

Heck even Mercedes has jumped into the pickup game with their X-Class pickups. Those will easily be priced into the $50-60k range.