Study: 68% Of Owners Think Trucks Are Overpriced

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Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

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, Automotive Editor - March 29, 2019

If there's one segment of vehicles that's more expensive than ever, it's pickup trucks. Prices for full-size pickup trucks have risen to insane levels, as automakers continue to find ways to pack offerings with more technology and make them more capable. Obviously, consumers aren't happy with how expensive trucks have become, as a recent survey from CarGurus reveals that 68 percent of truck owners believe their vehicles are overpriced.

There's a lot of other good takeaways from the survey, too. Nearly half of respondents stated that they feel like trucks aren't made as well as they used to be, while 17 percent of truck owners claimed they wouldn't buy another pickup truck again. Not only are truck owners not happy with their vehicles, but more consumers are willing to switch brands than ever.

In 2019, 70 percent of truck owners claimed they would make a switch to a different brand if their preferred automaker increased prices by $10,000. Sure, that's a massive increase in pricing, but in 2018, only 64 percent of truck owners claimed that they would switch to a different brand.

When it comes to loyalty, we think of American brands – mostly Ford and Chevrolet – as having the most devoted owners, but that's not the case. CarGurus' survey reveals that Toyota has the most loyal owners, as 41 percent of current owners said they would not consider purchasing a truck from another brand. Chevrolet and Ford truck owners weren't nearly as loyal, as 28 and 27 percent of owners, respectively, were not willing to choose a truck from another brand.

There are obvious reasons why full-size pickups are more expensive than ever. Two popular trucks, the Chevrolet Silverado and the Ram 1500, are all new for 2019. Ford even made some changes to the 2019 F-150, like adding new engines and more safety features. It looks automakers are coming out with new or refreshed trucks every couple of years, which drives prices up.

2019 RAM 1500

Then there's the gradual move toward being do-it-all luxury machines. The all-new Ram 1500 is a prime example of how luxurious a pickup truck can get nowadays. The range-topping Limited trim comes with a 12-inch touchscreen, air suspension, a 19-speaker Harmon Kardon audio system, heated and ventilated front seats, a wireless charging pad, and more.

Lastly, trucks have more high-tech powertrains than before. The F-150 and Silverado can be had with turbocharged engines, while the Ram 1500 comes with a couple of electrified powertrains. Investing money into designing and manufacturing powertrains isn't cheap and translates into higher prices.

To conduct its survey, CarGurus surveyed 1,067 current and former pickup truck owners. Among the respondents, 581 currently own a pickup, while 486 previously owned one. The majority of respondents owned a truck from Ford, while Ram owners were the smallest proportion of owners to complete the survey.

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, Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

Follow On: Twitter | Website

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