DEARBORN, Mich. — Ford Motor Company has announced the launch of a new initiative designed to provide its premium pickup truck owners with a tailored and exclusive ownership experience.
This latest endeavor targets Ford’s “Platinum Plus” customers and encompasses a variety of services, including the provision of a personal concierge, virtual tutorial tours, exclusive gifts, accessory discounts, and a “Ford Protect Premium Maintenance Plan” valid for 25,000 miles or two years, depending on which threshold is reached first.
The “Platinum Plus” package represents the pinnacle of Ford’s 2025 F-Series lineup, which begins at approximately $100,000 for its Super Duty models. This new offering takes over from the previous “Limited” designation as the highest price point for Ford’s pickup trucks.
“We believe this experience provides us with a competitive edge, and we are enthusiastic about the potential for growth in this area moving forward,” stated Brian Rathsburg, marketing manager for the Ford F-Series Super Duty, during an event on Tuesday. “When customers invest in the top-tier Super Duty, they anticipate a superior experience, and we are eager to launch this concept.”
The initiative consolidates several previously offered services for vehicle owners while integrating additional features based on customer feedback and preferences. Rathsburg indicated that the program will continue to evolve in response to consumer desires.
The Platinum Plus vehicles also boast luxurious “Smoked Truffle” interiors adorned with Venetian leather and distinctive exterior design elements, including a satin-finished grille complemented by bright chrome inserts.
While discussing the potential effects of President Trump’s 25% tariffs on the automotive sector, Rathsburg refrained from providing specific insights into how these levies might influence the pricing of the F-Series Super Duty pickups, including the new Platinum Plus models.
“It’s a very complex and uncertain situation. We are keeping a close watch,” Rathsburg noted. “There may be developments in the future that we are not currently aware of, and we will respond as necessary.”
According to reports from Automotive News, Ford recently informed its dealers that price adjustments on newly built vehicles may be necessary next month if tariffs on automotive imports are not alleviated. This announcement follows Ford’s employee pricing program aimed at bolstering its domestic operations, which currently lead the industry.
The automotive sector has previously provided curated, exclusive services, yet these offerings have predominantly been aimed at luxury brands rather than mainstream manufacturers such as Ford.
With this new service package, Ford is doubling down on its focus on tailored solutions for its “Pro” fleet customers, which includes comprehensive hands-on support and logistics management.
“All indications suggest that this initiative will significantly enhance the consumer experience,” Rathsburg concluded.
