It’s not just because it’s electric. In rural areas like where I grew up I’ve heard these type of high-end models, like the ones with the “King Ranch” or “Platinum” packages referred to as “Cowboy Cadillacs”. Granted, $150K sounds really high, but even before the pandemic I recall hearing about non-electric $80-$100K trucks.

Yes, but think of the F150 as an entire vertical-- it accounts for ~40% of Ford's North American sales. To say they have "lots of different trim levels" is a little too basic. There are the standard XL and XLT versions, Lariat, Platinum, Limited, Tremor, Raptor and King Ranch each with their own array of add on packages and upgrades.

F150 owners treat their trucks like gamers treat their RGB desktops. Does the watercooling and lighting package really improve performance? Not really. Do nerds still spend lots of money on them? Absolutely. Putting a lift-kit on the pickup truck that drives exclusively on paved roads is similar.

It's a big sticker but that's a luxury F0150. Making luxury stuff go to the people who are willing to pay the most seems... like the system works. It's the markups on Camrys (Camries?) and Corollas that matters more.

MSRP: $93,874