There's a reason why you're seeing more off-road trucks on the market these days.
Stefano Domenicali attends the Lamborghni Urus World Premier on December 4, 2017 in Sant'Agata Bolognese, Italy.Ford has added the performance ST trim to its Edge mid-sized SUV and is soon planning to add an ST version of the Explorer.
These are generally low volume vehicles, but they can be quite profitable for brands, significantly raising average transaction prices over base or lower trim models. Executives CNBC spoke with were tight-lipped about specific numbers, for what they said were competitive reasons.But for example, average transaction prices so far in 2018 for the Jeep Grand Cherokee Trackhawk are $93,530, according to Kelley Blue Book. The less expensive high-performance Grand Cherokee SRT has an ATP of $71,444.
Off-roaders have been around for awhile, but they historically have not been what the industry calls "livable." For example, Chevrolet has outfitted the off-road ready ZR2 with a suspension system made with supplier Multimatic. Ford took its own steps with the Raptor. GMC's AT4 line is aimed at buyers willing to pay a higher price for a luxurious truck with off-road capability. And Jeep redesigned its Wrangler for the 2018 model year to make the iconic off-roader better for daily driving.
"The ride is much better," he said. "It is quieter. It is not as spartan. It has most of the new electronic safety and convenience features available."Specifically, performance SUVs allow drivers to enjoy driving a quick vehicle that handles well and is fun, but also flexible, perhaps more flexible than a specialized sports car.
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