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Ford Introduces Exclusive “Platinum Plus” Program for Premium Pickup Truck Customers
DEARBORN, Mich. — Ford Motor Company is set to roll out a new initiative aimed at enhancing the ownership experience for its most discerning customers, particularly those purchasing the high-end “Platinum Plus” edition of its F-Series pickup trucks.
This carefully curated program includes various perks, such as personal concierge services, virtual tutorial tours, gifts, discounts on accessories, and a comprehensive “Ford Protect Premium Maintenance Plan” that covers maintenance for either 25,000 miles or two years, depending on which comes first.
The “Platinum Plus” trim represents the pinnacle of Ford’s 2025 F-Series lineup, with starting prices around $100,000 for its Super Duty models. This new offering replaces the previous “Limited” edition, establishing itself as the flagship variant in Ford’s premium pickup category.
“We believe this will give us a competitive edge in the market. We’re excited about expanding this exclusive experience in the future,” stated Brian Rathsburg, marketing manager for Ford’s F-Series Super Duty, at a recent event. He emphasized that customers purchasing top-tier models expect a premium level of service and experience, making this initiative a strong starting point for Ford’s commitment to luxury in its pickups.
This program consolidates previously available services while also incorporating new elements to better serve customer demands. Rathsburg mentioned that the package is designed to evolve based on feedback and needs expressed by owners.
Beyond the enhanced service offerings, the Platinum Plus trucks are equipped with luxurious “Smoked Truffle” interiors, featuring Venetian leather upholstery along with distinctive exterior touches, such as a satin grille with chrome accents.
When asked about the potential impact of President Donald Trump’s 25% auto tariffs on the pricing of these high-end trucks, Rathsburg refrained from speculating, calling the situation “murky” and indicating that Ford is closely monitoring developments. He acknowledged the uncertainty surrounding future pricing and assured that the company would respond effectively to any changes.
According to Automotive News, Ford recently communicated to its dealers that if tariffs on automotive imports remain in place, the company may need to raise prices on newly manufactured vehicles next month. This follows initiatives to boost their U.S. operations, which are the largest in the automotive sector.
While curated and exclusive service offerings are not new to the automotive industry, they have predominantly been a feature of luxury brands. Ford’s approach marks a significant shift towards providing similar experiences within the mainstream segment, particularly for its F-Series trucks.
The introduction of the Platinum Plus program aligns with Ford’s broader strategy of enhancing customer engagement, particularly for its “Pro” fleet customers, where they are concentrating on providing hands-on support as well as effective fleet management solutions.
“All indications suggest that this will be a significant enhancement for our consumers,” concluded Rathsburg.
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