Pretty sure a truck like mine is now pushing $95,000-$100,000. Granted, you seem to get more features, but a lot of people don’t want those features.
There’s no longer any way to justify a 100K truck because my gross profit or wages cannot match those prices anymore. Throw in 10% interest rates and it’s out of reach anymore.
If you raise your prices too much to try to make more GP, most customers will go to someone cheaper.
Now that trucks have become very difficult to work on, the repairs/parts costs are almost as bad. So trying to repair isn’t cheap now, either. They have you from both ways.
Parts are crazy expensive, too. Just put a turbo on my IH. Turbo alone was $2,400. And thats a reman!! (not brand new). I remember when a new turbo was like $1,000. Then there’s oil return lines and praying you don’t have a bolt snap off during removal.
I think the general direction we are going in is to destroy the middle class small business owner and this is one of the many ways to do it. I even see TV commercials mocking the small construction company owner, small auto repair shop, etc.