DEARBORN, Mich. – Ford Motor is rolling out a new program aimed at offering a more personalized and exclusive experience to its top-tier “Platinum Plus” pickup truck customers. The program, designed for the most premium clientele, includes a range of perks such as a personal concierge, virtual tutorial tours, accessory discounts, and a comprehensive maintenance plan covering 25,000 miles or two years.
The “Platinum Plus” package, which replaces the “Limited” models as the highest-end version of Ford’s 2025 F-Series pickup trucks, caters to customers seeking a more luxurious experience. Brian Rathsburg, the marketing manager for Ford F-Series Super Duty, expressed enthusiasm about the potential growth and competitive advantage that the program offers, highlighting the importance of delivering a premium experience to top-of-the-line customers.
Ford’s new program consolidates various services that were previously offered individually to customers while introducing some new offerings. Rathsburg emphasized the program’s flexibility, noting that it will adapt to incorporate additional experiences based on customer preferences. The Platinum Plus vehicles also boast exclusive features, such as plush “Smoked Truffle” interiors with Venetian leather and distinctive exterior design elements like a satin finish grille with bright chrome inserts.
Rathsburg refrained from speculating on the potential impact of President Donald Trump’s auto tariffs on the prices of F-Series Super Duty pickups, including the new Platinum Plus option. As uncertainties loom, Ford is closely monitoring developments and preparing to adjust accordingly. The company has also been considering price adjustments on newly built vehicles in response to tariff concerns.
The auto industry has historically offered curated services for luxury and premium brands, with Ford’s move towards a more personalized ownership experience reflecting a strategic shift towards enhancing customer satisfaction and loyalty. This tailored approach aligns with Ford’s broader initiatives aimed at offering comprehensive services to different customer segments, such as the “Pro” fleet customers who benefit from additional support in logistics and fleet management.
Overall, Ford’s focus on providing a curated and exclusive experience for its Platinum Plus customers underscores the company’s commitment to delivering exceptional value and service. The program’s integration of various services and amenities is expected to enhance the overall ownership experience for customers, positioning Ford as a leader in customer-centric initiatives within the automotive industry.