The pickup truck image has shifted gears – luxury joins power to take hold of a new demographic.

Gone are the days when pickup trucks were seen as, “work trucks.” Thanks to considerable aesthetic upgrades and the addition of luxury features, that stereotype has changed. As a result, companies like Ford, Dodge and Nissan have pulled in more pickup lovers.

In fact, it isn’t uncommon to see a woman driving around with a bumper sticker on the back of her pickup that announces, “Silly boys, trucks are for girls,” or parents picking up their kids from soccer practice in one. Pickup sales rocketed in 2016, comprising half of the industry’s growth, the truck did a 360 in its demographic — and we love it.

Do you remember when the Ford F150 was considered a big pickup truck? The vehicle was undeniably beautiful, but who needed all of that power? Now if you ask a pickup lover, they are just as likely to choose the F250 or F350 over the F150. Considering how much truck you get, the F250 base models start at $37,849 – only about $8,000 more than the base price of a F150 ($29,000). Not to mention, it can tow up to 32,500 pounds, which for the average driver, means basically anything from new furniture to big bags of dirt for building up the garden.

The Ford F350 is undeniably a powerful truck, well-suited to the kind of driver who enjoys that pulsating roar. These trucks come in various models, with diesel or gas powered V8 engines. Appealing to a non-traditional pickup driver, the F250 and F350 each seat up to six people, another reason people are scrapping the minivan and looking at pickup trucks in a whole new light.

Dodge has even found a way to convert the drivers who think pickups are gas-guzzlers. The new Dodge Ram 1500 is being called Canada’s most fuel-efficient pickup ever thanks to its new class-exclusive 3.0L EcoDiesel V6. It doesn’t compromise power for fuel-efficiency because it still has 420 poundfeet of low-end torque. Of course, not all of the Ram models have the V6 gas-saving engine. For heavy-duty V8 power and a gas bill to support it, check out the Sport Crew Cab 4×4.

Nissan is also diversifying its customer pool. The company recently created a new incentive: they now offer a 100,000-mile, five-year warranty for its full-size pickups. If you aren’t a fan of the vibrating growl most pickup engines make, the Titan Platinum Reserve is a solid choice, known for its quiet drive and car-like handling. Nissan also redesigned the front grill of the Titan to make the vehicle more aerodynamic, allowing it to be more fuel efficient and softer in sound.

It shouldn’t come as a surprise that pickup sales were up last year. Leading pickup companies are making a conscious effort to please consumers who love the look of a pickup but also require the practicality of standard car features. This new breed of pickup has capability for not only the working tradesman, but for anyone who has an affinity for them.

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