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The profit is in that most models sell with additional dealer markup tacked on instead of a steep discount that a typical truck sells with. That adds up fast!It depends on how much was spent developing its suspension and creating tooling for unique bodywork. I'm sure it was worth it for the brand, but considering how much you get in the Raptor package vs how much it costs, I don't see a lot of extra profit cooked into the Raptor.
Why can't we have both a Colorado ZR2 and a badass off-road Silverado? We have umpteen versions of the Camaro and Corvette...why can't a business case be made for the trucks?
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