Luxury shoppers increasingly cross-shop full-size pickup trucks

The 2018 Ram 1500. The model has claimed the Ford F-150’s top spot as most poular in the full-size pickup truck segement. Photo credit: Ed Aldridge /

February shopper interest data recently released by Jumpstart Automotive Media suggests that a number of luxury-oriented consumers have been increasingly cross-shopping full-size pickup trucks.

In addition to the full-size pickup truck segment now representing the third most-shopped, January luxury shoppers who were also cross-shopping trucks increased 22 percent from the previous month, while non-luxury shoppers only showed an increase of 11 percent.

“Luxury shoppers are willing to pay higher prices to get the latest technology and advanced features, and most trucks offer this in some of their higher packages,” Jumpstart senior director of insights and analytics Aline Hilsabeck explained in a news release.

Last month, the full-size pickup truck segment climbed four spots from last year — the highest it’s ever been. The release of new models such as the Chevrolet Silverado 1500 and fully redesigned RAM 1500 have attributed to increased interest in the segment.

“The new RAM 1500 has a trim option that comes with a 12-inch touchscreen, Apple CarPlay, all the blind spot monitoring and advanced safety features, and more,” said Hilsabeck. “These are luxury features, so when you combine them with the size, functionality and versatility of a large pickup truck with towing capability, the appeal is undeniable.”

In January, three of the top-five most-shopped models came from the full-size pickup truck segment. And shopper interest in the Chevrolet Silverado 1500 climbed 31 percent.

Additionally, the RAM 1500 has claimed the Ford F-150’s top spot as most popular among full-size pickup trucks. From December to January the model’s shopper interest was up 172 percent, according to Jumpstart.

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