Why Modern Trucks Got So Expensive

Luxury creep, trim bundling, complex electronics, and dealer markups have turned many trucks into premium lifestyle vehicles. Ritz Motors is building a truck that treats affordability as an engineering requirement.

Ritz Motors is centered on repairable, direct-order, full-size American truck and SUV utility with a planned starting price under $30,000. The $35 reservation is refundable until order conversion, and Ritz Motors has not announced a vehicle order date yet.