American consumers are an odd lot. Ford still makes the mustang and few if any other cars. They sell trucks, ..... to everyone.
Think about that for a minute. A truck has a rigid heavy frame, beefed up drivetrain, big differentials, often 4wd, expensive tires, strong suspension, etc. All that costs money.
Then truck dealers figured out the profit in trucks is in selling packages of equipment with high mark ups. Trucks continue to become more car like, fancy electronics, GPS, high end stereo, backup camera, leather. The kind of stuff only fancy luxury cars used to have.
No wonder they cost a lot. They have to be tough and long lasting, and now consumers demand that they be outfitted like a car.
Trucks until the 1970s had vinyl flooring and upholstery, crank windows, and an AM radio. They were simple and cheap. Now they are complicated and expensive. But they last a long time.
I can understand the high cost of new trucks. What I have trouble with is the cost of a decent used truck. I recently saw a 2002 Ford 7.3 going for $35k. Not everyone can afford a new truck so the used market is in some hyper mode and out of control. Some day a truck manufacturer is going to figure this out and start offering some basic trucks for $30,000 and they will sell like hot cakes.
