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12 Mar 12 Ford offers its fanciest Super Duty pickup yet

By Alisa Priddle, USA TODAY and the Detroit Free Press

Ford introduced the biggest and most luxurious vehicle in its lineup today, a Titanium trim level of the 2013 F-Series Super Duty pickup.

The introduction is in keeping with a trend toward bigger, fancier pickups with premium price tags. Ford has five, if you count the new Super Duty and F-150 in the Titanium trim level as one. Ram and Ford recently introduced new luxe trucks as well.

Pricing of Ford’s latest Titanium won’t be announced for another month and the luxury pickup won’t go on sale until the fourth quarter. It can be ordered as an F-250, F-350 or F-450 with a choice of gasoline and diesel engines.

But this truck comes with a lot of chrome accents and introduces amenities such as a heated leather-wrapped wood steering wheel and heated rear seats, said Brian Rathsburg, F-Series marketing manager.

The new Platinum Super Duty, as well as the Lariat and King Ranch high-end trim levels will also get MyFord Touch for the 2013 model year.

The voice connectivity system adds the latest-generation 8-inch touch-screen but also has four large knobs to adjust audio and climate controls. This customized version of the system is to accommodate truck users wearing work gloves, said Ken Czubay, head of U.S marketing, sales and service.

The Platinum version of the light-duty F-150 accounts for 5%-10% of F-Series sales. Ford expects the Super Duty version to have a similar take rate.

Ford used Ford Field, which is hosting a Professional Bull Riders competition Saturday night, to unveil the truck to media. Ford is a sponsor of the event.

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