Ford is launching a new exclusive ownership experience program aimed at its top-tier pickup customers. The new program is exclusive to the Platinum Plus trucks and offers a curated, high-end experience including personal concierge service, virtual tutorial tours, exclusive gifts, accessory discounts, and the Ford Protect Premium Maintenance Plan. The maintenance plan covers 25,000 miles or two years, whichever occurs first.
The Platinum Plus package is the highest-tier version of Ford’s 2025 F-Series pickups, with prices starting around $100,000. The new program aims to group and streamline services that were previously offered separately while introducing new, added-value perks designed to enhance the overall customer journey. By bundling these services, Ford is offering a more seamless, upscale experience that aligns with the expectations of high-end truck buyers.
The automaker is positioning the program as a competitive advantage in the high-end pickup market, offering customers a more premium, luxury-focused experience. The company also plans to continue evolving the package based on customer feedback, ensuring the service remains relevant and personalized over time.
In addition to the program benefits, Ford’s Platinum Plus vehicles feature distinct upgrades. The cabin showcases a refined “Smoked Truffle” interior theme with Venetian leather seating, elevating the look and feel of the interior. On the exterior, design enhancements include a satin finish grille with bright chrome inserts, giving the vehicle a standout, polished presence.
While curated ownership programs are common among luxury nameplates, this move is particularly notable for a mainstream automaker like Ford. It signals a broader shift toward emphasizing premium customer experiences—not just premium vehicles—and reflects Ford’s ongoing commitment to delivering greater value at the top end of its product line. It also aligns with the brand’s prior investment in hands-on, personalized support for its “Pro” fleet customers.
By expanding this approach to individual high-end retail buyers, Ford is betting that a more personalized, service-driven model will strengthen loyalty and distinguish its offerings in a competitive truck market.
