Should say: How Ford, GM and Ram have literally DOUBLED the prices of their trucks in 10 years.

Everybody gangsta until gas prices increases

60 grand for a truck. Y'all watch as the auto market becomes the next housing crisis.

A German friend once told me that Americans don't have that many cars, in a fact only a few cars. The "Cars" they Drive are too big to be called Cars, they are trucks.

'Rugged look': unpainted plastic

Me as a kid: _A pickup truck costs about 30 grand._ Me as an adult: _A pickup truck costs about 80 grand._

9:47 jumping from 25k to 50k is a 100% increase not 50%. There was also another mistake earlier in the video like this. Whoever’s making the graphics/writing needs to relearn middle school math.

luxury pickups are like suits on a farmer while doing field work

It is crazy how trucks have gone from farm vehicles to everyday vehicles that people drive in urban traffic.

These trucks are basically a revival of the 60s and 70s land yachts

Once upon a time, I drove pickup trucks, preferring smaller, regular cab trucks that were relatively economical. Now I can't justify the cost, so I ride motorcycles most of the time and pull a utility trailer with my car when I need to haul something. Trucks have become status symbols.

I still just cant wrap my head around the prices of these things...

Americans have basically just given up on the thought that their roads are ever going to be smooth...

GM: Luxury Truck Ford: Luxury Truck Ram: Luxury Truck Tesla: CYBERTRUCK

And my old boss drives an old Chevy truck that had over one million on the odometer. That was a truck. Today the engines and interiors look cute for 5 years then fall apart

I bet the average "luxury" truck owner never even hauls anything in the back, nor carry anything in the bed.

Last 20 years I thought that Mercedes G class was the most ridiculously overpriced car on a market. Now I changed my mind.

9:41 Back to school...that's an increase of 100%, not 50%...

"Yes, because I need a carefully crafted body and fine crafted interior with soft materials when I head out to the woods to load up the equipment" said no one before. Plush "luxury" trucks are another way of needless expense of materials to make a gigantic vehicle that drinks insane amounts of fuel to carry 1 person most of the time on the highway. Once a truck becomes "luxury" enough, it's lost its original intent of being used.

I really don’t understand this trend! While this is going on, everyone is also shouting for more fuel efficiency and reducing the environmental impact!

I think the reality is that the folks who grew up using pickup trucks for work are now retired and want something a little more refined, more of a status symbol, more of a toy, but still want a truck. I just appreciate the fact that most brands still offer a true barebones work truck alongside their more luxurious options. This means that they haven't left anybody behind, while still embracing and catering to a whole new buyer base at the same time.

Average American thought: I buy a Ford Limited for 53K and use it as a daily commuter, but I can also go outdoorsy 2 or 3 times a year...top. Average European Thought: I buy a 33K sedan and with the 20K difference, I pay for a whole month's vacation for 5 years in a row, and I know the world.

Pavement princesses.

So basically Americans still love body on frame vehicles that have a smooth ride and powerful V8 engines? This isn't news!!

I miss when “Luxury” used to be Lincoln Town Car.

"What if the economy takes a turn for the worse?" *2 weeks later*

Perhaps too many drivers realized that their SUV wasn't "utility" enough. I'm sure those that drive luxury trucks are the most likely when actually hauling something, to ask for cardboard to protect their bed-liner.

Cars/trucks are getting bigger and the roads and parking spots are getting smaller. What a crazy world we live in.

You can afford anything $100/month at a time ... I wonder what percentage of these $70k+ trucks are financed and what the average terms and durations are.

Don’t be fooled by Ram. They are a low quality automaker. I’m the end you will be the one footing the bill.

I never liked American cars but damn they can make some huge and intimidating trucks. A pick up is the only American made vehicle I'd like to have and that too only because of their huge size

4:08 ayyy my boy doug demuro

Old fashion truck owners hate these kind of people.

Everybody wants a truck till gas prices go up. And Detroit didn’t change anything Ram and FCA did.

The beds on 1/2 ton pickups have become so small that they now have limited use. But since most of them are purchased by suburbanites who only use the beds to carry a new big screen tv or a shopping trip to Costco, the beds are not really used much. I see more of them hauling boats or other trailers than hauling anything sizable in the the baby sized beds. Going from trucks with 8' beds to my '04 F250 crew cab with a 6.5' bed was an adjustment, but since I use it primarily to pull my toy hauler (I have trailers to haul lumber and other long stuff) it wasn't a big deal. The new 1/2 ton beds are around 5', which is 3' shorter than they used to be -- that's a whole lot of space. As the cab length grew to accomodate larger passengers with more comfort, the beds were forced to become shorter so as to keep the vehicle length short enough to fit into a surburban garage space and a parking space at the mall. With all this in mind, it would seem that full sized SUVs would be the better choice for the suburban masses, but I'm guessing that between the higher price and the "grocery getter" image of those steers most buyers to the pickup. The primary function of the majority of 1/2 ton pickups today is to haul people and pets in the cabs rather than cargo in the beds, which explains why millions of buyers are willing to fork out big bucks for vehicles with limited cargo space but very roomy and luxurious cabs. Being perched tall in the seat looking down at the underlings is another selling point (esp with 4WD). How times have changed in the past 40 years!

Sounds like an ad for GM and GMC without trying to sound biased LMAO

Ford GM & FCA gangsta until a recession hits and nobody can afford overpriced trucks no more

Seems to me the only real trend in trucks is to make them as gargantuan as possible, with as huge a grille as you can manage, and then placing the headlights at windshield height so whatever car is in front of you is blinded by their rear-view mirrors.

I would never pay that much for a stupid truck

the problem also is that some people buying full size SUVs and trucks don't know how to drive and park those vehicles

Always a tear drops when I hear about "high" gas prices in US. (Living in Germany they are in AVG 2x higher)

And people like me who actually use a truck have to wait until its 5-10 years old to afford it. SMH

It's much more American than any European luxury vehicle can be: it's spacious, powerful and can take a bump without problem. Now that it is also able to be luxurious and smart the American consumer is sold. An American wants something that's usable, and in contrary to other countries the roads are made for these big trucks. You get the advantages of an utility vehicle with the luxury of a SUV.

And totally ruined real trucks in the process. I'm not paying those prices to drive it through a field or off road. You know, the things a truck is supposed to be for. That's just dumb.

Traded in my 16’ Navigator for a new Platinum F250 and haven’t regretted it yet. If I’m gonna spend $ on luxury I rather it also serve a purpose (I.e. towing, hauling etc). I never used the third row but always needed to fold it to haul boxes or bigger items. Plus depreciation hits less on trucks than SUV’s or sedans.

Should be renamed "How Murica decided Workin Tool become a luxury car"

If you've got a pickup bed anything less than 6 feet you're driving an SUV

There are large trucks, there are midsized trucks, but there are no longer any small, economy trucks. It seems a whole market segment of truck has been ignored.

I thought it was a stretch to drive around in a Lexus LX/Toyota Land Cruiser just by yourself. 8 seats, kinetic suspension, variable ride height, sophisticated 4WD system, massive 5.0L V8 engine, and off-road capabilities all weighing at almost 3 tons. Then here comes luxury heavy-duty pickup trucks.

$15K for a used (2005) fifteen year old pickup truck, I'm going to keep my 96 till the wheels fall off.

Man, the background music at 6:22 goes hard

People are now selling their bmw and benzes and now buying luxury TRUCKS BMW, benz, Audi is so common now... You might as well buy you a truck instead and save yourself some money

Those things only started becoming "luxury" to justify the exorbitant price increase. Who needs leather to haul wood?

The question you should be asking is how long before the Ram truck starts falling apart. Keep hummer dead

This explains why there are SO MANY trucks all over now. I’m in the Detroit area, and I see about as many young “cool guys” in Dodge sports cars as obnoxiously large Rams. I wondered why, all of a sudden, these young guys were driving around in big trucks who probably don’t even have a use for the truck bed. My dad’s truck is certainly not luxury, but it’s definitely fancier than his previous ones. But the guy does landscaping, plows snow and tows the camper. He USES his truck for truck things.

14:43 - “In the meantime, some industry watchers worry that the market has simply become saturated with variety. There are now models of truck and SUV in every conceivable configuration.” I wholeheartedly disagree. There are ZERO economical, compact, fuel efficient, non-luxury trucks available in the USA, and that is a crying shame.

Even in Brazil, an emerging country, pickup trucks are increasingly popular. Our market has smaller pickups and the most popular are Fiat Toro, Fiat Strada, Toyota Hilux, Ford Ranger, and Chevrolet S10. Ram has recently arrived as a luxury item and has also been successful.

*And this is why grown kids today still live at home.*

Pickup trucks are a disease. Most people that drive them don't need them, but want to compensate for what they lack in other areas. Here in Florida, many accidents are caused by truck drivers that think they own the road, and are reckless in their driving. Also, pickup trucks are causing more traffic than what we already have here, and serve absolutely no purpose for many of its owners since they only drive to their office jobs, and back home. No matter how "posh" you make a pickup truck, it's still a pickup truck, and will never be a replacement for a good luxury car.

I prefer the 2000s ford ranger. They look basic and non luxury

Back in the summer of 2008 gas prices in my town hit a record of $4.25 for regular 87. I was driving an old Honda Civic and watching the pump prices after SUV/Pick-up trucks would drive off from the pump. My car $15-$20.0 to get buy a week. Them, Some as high as $200.00+! I told myself I would never buy anything bigger than a four-cylinder car from that point forward.

There may be a niche for a bare bones pickup now.

I like the old days and the truck that I have owned for 30years to date mine is a 78GMC Sierra Grande 4x4 4speed manual trans with manual front hubs. Had it redone 10 years ago still in awesome shape. These were trucks goes anywhere and easy to work on very fun to drive, going to keep this one forever. Nowadays they put to much stuff in them and the prices are outrageous.

Interesting look at this trend and a great story of US automakers innovating and finding a niche rather than trying to take foreign luxury sedans head on. Excited to see how the EV truck market plays out in the coming years with things like the Cybertruck on the way! 🚚 Who here has their Cybertruck preorder in??

Trucks use more fuel and are often not used for their intended purpose, what a wasteful practice!

y'all also messed up the chart at 9:51 - that is a 100% increase, not 50%. geez, y'all need some people better at math!

I see so many people driving around in very expensive Trucks... Many of them are middle income employees, so I have no clue how they can afford a $50K Truck!

I hate that the industry has come to this. No longer can a young adult such as myself afford a decent truck.

In Malaysia, pickup trucks are gaining popularity as well such as the Toyota Hilux, Nissan Hilux, Isuzu Hilux and the Ford Hilux.

Trucks = work Enough said

I hate to be the one to ask the obvious question but why? If the inside is luxury, then having a truck bed is just a flex then and you never use it? Cuz if you haul something, dirt from outside will get inside not so? So the truck audience doesn't actually haul anything, and they just pay 70k for a car that makes them look tough, even though not really cuz the inside is luxury? 🤔🤔🤔🤔🤔🤔🤔🤔🤔

I knew this day would come trucks but I predict luxury will come to every type of vehicle And also autonomous self driving flying cars and hover trucks will eventually be a thing.

Interesting video-but if they have those rich people that worked for whatever they have and they want to feel like a working person give them their luxury trucks, I don't fault anyone-but I've pretty much have had a pickup all my life and man I've put more stuff in the bed from work to helping friends with no truck to having fun and there's nothing like it- but then again when I need my real fun there's my jeep. People are so critical of what others do-stop enjoy your vehicle whatever it may be and enjoy the work people put in for these videos.

Who else still prefers sedans over trucks?

GM cars aren't even make in USA anymore. Heck, Mercedez and Toyota are made in USA. There is reason why Tacoma and F150 are the best selling trucks, because they are good.

SUV sales are at all time high and not decreasing.

My 99 Tahoe is more of a work truck than some trucks today. Everyone thinks that the new fancy Ram interior is so great until they realize that it just wont hold up over time. Most people nowadays just buy trucks to throw on a lift kit, gigantic rims, and thin rubber band tires. They turn a perfectly good work truck into a pavement princess.

Some of what you’re saying applies to SUVs to case in point myself I wanted a luxury car and was fully prepared to buy one but ended up needing an SUV. I couldn’t have both so I got a decked out SUV.

I purchased a new 2010 DODGE'RAM Laramie Crew Cab 8 ft bed with every option I could , other than a sun roof, and it was $43,000. A new 2020 in the same configuration is around $78,000! So yes, they have increased nearly twice as much in 10 years!

Spending money you don't have, on things you don't need, to impress people you don't like, it's the American dream!

The Ford F-Series Pickups are definitely the nicest trucks on the market! Both in interior and outer design, and performance.

America: Luxury Europe: (cough) oh really?

If you want a big car to use it for work too, buy a Truck.. If you want a big car for more space/conform, buy Suv.. If you want a car for better fuel and make the job done, buy a car.. ...Simple...

Honestly , buying a 70k or 80k truck is one of the dumbest financial decisions someone can do

In CA I still see tons of lifted trucks everyday that look like they have seen nothing but the freeway, the people are nuts.

I’m just waiting for this trend to hit the minivan market. I need tracks on my Sienna.

My Dad bought a Ford F100 pickup in 1965 and I bought it of him after I got out of the Army in 1972. Rubber floor covering, cardboard trim behind the bench seat and no seat belts. Six banger with 3 on the column... I sold it to a mate in Michigan before I left to move to Australia to live in 78'. I went home for a visit in June last year (2019 and an old school friend had a new Ford pickup. It wasn't a truck it was a Lamborghini inside and a pickup outside... I missed my old F100, sorry Detroit!

We need more simple cheap efficient trucks. Not everyone wants a fancy f-150

Ez.. awards can be bought with money. 🤣

I'd like them to make single cab 4x4 8' bed trucks that are nicer than a W/T

I’ve been travelling to Europe an South America for work lately, these trucks are truly a North America phenomenon. You’ll see a few small truck like a Ranger etc but I only saw one full size truck and that was in Sweden. In the UK you see folks hauling smaller camper trailers with their little suv or car - they call them caravans. I have an f150 and a Silverado on the way - I found it fascinating how every second vehicle in Canada is a truck vs none in Europe. No idea how they haul stuff lol but they seem to get on with life!

4:03 You did it Doug, you made it!

Ram's 1500 truck is easily the nicest American pickup on the market. The inside is just gorgeous and super comfortable

I have noticed that over the years pickup trucks have become more luxuries. I am old enough to remember when most pickup trucks were basic utility vehicles with no air conditioning, no power steering and no power brakes and the common transmission was a four speed manual floor shift where first gear was a compound low that was rarely used. Instead the pickup truck tranmission was shifted like it were a three speed not using compound low.

"smaller SUVs and pickups" Is that not what passenger cars are? I mean, a hatchback is just a small SUV and a sedan is a small pickup truck with a bed cover.

Hmm... out of all those trucks purchased for $70+k, I wonder how many of those are bought by customers who can legitimately afford it without breaking the bank (long loan periods of 7-8 years with low down payments)? When buying a vehicle, there are so many other costs involved and a truck comes with high insurance rates and high gas costs (~18 mpg). Not sure about maintenance and repair costs though. One of the people I talked to mentioned using his F150 as a family hauler. The double cab version allows lots of room for a family of 5, more room than a mid-sized sedan.

They're going to milk this fad until it blows up in their face too. Instead of competing with a wide range of vehicles like their Asian competitors, they're going to try to milk old technology by loading them up with gimmicky electronics and gaudy styling. It's a fad that will pass. Same as the 70s when the gas prices spiked and people were lined up to buy fuel-efficient imports.. they never learn. I heard that GM just slid to third place in the truck segment. No wonder when you see how hideous their trucks are now...

To prevent sales imploding when gas prices go up and/or economic downturn, the Domestics should concentrate on Hybrids- all the advantages and utility of trucks with the high MPG.

This is the best Video on Understanding American Trucks today in 2021.

Loved my last new Sierra SWB 4WD WT in contractor white with the basic chrome package and bench seat. 3 other PU from Chevy, Ford, Jeep preceeded this truck. All comfy drivers. Then I swapped for a 1954 stock Chevy truck. Made it 12v, Weber 2 barrel and better shocks. Rides well, runs very reliably daily in desert, jungle, dirttrack, town and beach and uses 50% less gas than a modern fullsize. Take off on red lights is faster than most new trucks. They get me around 40mph when the I6 runs out of steam. All in all modern trucks are slightly more comfortable and less reliable.