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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