First Look: 2013 Ford Super Duty Platinum Series

While the Professional Bull Riding circuit was in Detroit last weekend, Ford took advantage of the rodeo-like atmosphere to launch a new beast of its own. As country music blared from the Ford Field speakers, a 2013 F-Series Super Duty Platinum pickup got the honor of towing a trailer holding two competition bulls out onto the stadium floor.

The Platinum Series dethrones the King Ranch as Ford?s high-end heavy-duty pickup, offering a new option for drivers looking to spend upward of $64,000 (the sticker price on the 2012 Super Duty F-450 King Ranch) for a gussied-up pickup that?s exactly the same under the hood as the other Super Duty pickups. The Platinum is available as an F-250, F-350, or F-450, with either a 6.2-liter V-8 gas engine or Ford?s 6.7-liter Power Stroke diesel.

An exterior that?s awash in satin chrome sets the Platinum edition apart, while the interior has leather seats, a heated steering wheel, and wood accenting?points Ford executives made repeatedly at the event Friday, while wearing black cowboy shirts and jeans.

But the most important new feature in the Platinum Series is MyFord Touch, Ford?s updated touchscreen interface. Ford also included four large rotating knobs and several other tactile buttons on the center console that control the temperature and radio to augment the MyFord Touch?s 8-inch touchscreen. That way, drivers wearing work gloves won?t need to bother with the touchscreen when they want to turn on the AC or change the radio station.

The Platinum Series Super Duty won?t be the only truck getting MyFord Touch. It will also come standard on all 2013 King Ranch and Lariat trim Super Dutys. However, Ken Czubay, Ford?s vice president for U.S. sales service and marketing, told reporters Friday that Ford has no plans to add MyFord Touch to its lower-end Super Duty models. And the knobs and buttons won?t be included in any other Ford vehicles beyond the upper-level Super Dutys.

Ford?s new entry is one of several new classy pickups coming to the market. Chrysler and General Motors both produce luxury heavy-duty pickups, with the Ram Laramie and the GMC Denali, respectively.

Pricing for the Platinum is expected to be released in about a month, and Brian Rathsburg, the F-Series Super Duty marketing manager, predicted that the Platinum Series will comprise 5 to 10 percent of all Super Duty sales. Combined with the Lariat and the King Ranch, the three top-end models are expected to make up 50 to 60 percent of Ford?s heavy-duty pickup mix.

Source: http://www.popularmechanics.com/cars/reviews/preview/first-look-2013-ford-super-duty-platinum-series-7334012?src=rss

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