Luxury in American trucks has recently reached new heights. Have you experienced a factory pickup featuring heated and ventilated seats (both front and back), a 19-speaker sound system, and a 12-inch vertical infotainment display? If so, you might be familiar with the 2019 Ram 1500 Limited, arguably the most luxurious and well-equipped truck currently available. While prices for these vehicles can soar close to $70,000, Ram is heavily discounting its remaining stock from 2019 as the year comes to an end. Thanks to additional dealer discounts, the price for a new 1500 Limited can drop as low as $41,000.
This pricing strategy isn’t uncommon, especially with overall industry sales trailing behind 2018 figures. With trucks being a strong focus for the Big Three automakers, Ram is eagerly looking to entice buyers into purchasing their premium models. The 2019 1500 Limited has a starting price of $55,385, including destination fees, but Ram is running a “Black Friday Employee Pricing” promotion that reduces the base price by nearly $7,000. From that point onward, the real savings become apparent.
The complexities of the dealership system can lead to intense pricing competition. When multiple dealerships begin offering deals, consumers are left to search for the best offer. For example, at Russell Westbrook Chrysler Dodge Jeep Ram in Van Nuys, California, that same Ram 1500 Limited is listed for $40,639—roughly the same price as a mid-range Jeep Gladiator featuring cloth seats and a soft top. This represents a staggering $18,000 discount from the manufacturer’s suggested retail price (MSRP) for a truck loaded with premium leather interiors and a high-tech 12-inch infotainment screen.
While the two-wheel drive option is the one on sale, those eager for four-wheel drive still have appealing choices, though they may not be quite as discounted. Over at David Taylor CDJR in Kentucky, a 2019 Ram 1500 Limited 4WD, initially priced at $63,000, is now available for around $47,000. Although this price requires navigating various conditional incentives and isn’t the lowest, it presents an opportunity to acquire one of the most comfortable trucks on the market, which also boasts towing capabilities exceeding 10,000 pounds.
For those on the fence about purchasing a premium Ram pickup, the automaker is showing significant interest in persuading you to finalize your decision. Some discounts will cease in December, while others will be reduced by January 1, 2020. Therefore, the urgency is palpable. However, it’s important to recognize that these deals won’t be the last outstanding offers on 2019 vehicles.
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