Ford (F) unveiled a $100,000 pick-up truck.
"The Limited customer appreciates all of the high-end appointments," said Ford marketing executive Brian Rathsburg.
The front seats have massage capabilities along with leather stitching.
"The customer here is a successful entrepreneur or rancher or businessman who expects it all," he said. "They expect luxury, technology and capability - because they use the truck - they use it to tow and haul."
The truck has three seats in the back, catering to those with families.
"It is a best in class beast," Rathsburg said.
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