Ford is raising the bar again in the half-ton pickup segment. Not for towing or payload this time, but luxury.

The automaker announced today that the 2016 F-150 will be offered in a new Limited model that will sit above the Platinum in the company’s lineup. This puts some space between Ford and the competition as more and more customers move up to the increasingly wide variety of premium-trim trucks currently available that start in the $50,000 range.

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At a yet to be announced price that should be around $60,000, the F-150 Limited marks a big step above the current crop of pickups, but will come full of features to justify the extra expense.

On the outside, there is the expected Limited badging, plus body-color bumper accents, satin chrome grille and tailgate trim, and 22-inch wheels. Meanwhile, the cabin is dressed up with fiddleback eucalyptus wood, which Ford points out is the same type used by Bentley, and has climate-controlled massaging seats upholstered with Mojave leather.

Although the Limited is not technically limited, it sports a VIN plate on the center console, adding to its aura of exclusivity. Standard equipment also includes a panoramic sunroof, power running boards, a blind-spot warning system, radar cruise control, 10-speaker Sony audio system, and the latest Sync 3 touch screen infotainment system.

The F-150 Limited will be offered initially only as a Crew Cab with Ford’s 3.5-liter turbocharged Ecoboost V6 and either two- or all-wheel-drive. Ford has seen its pickup market share shrink this year in part due to limited supply caused by its switch from a steel to aluminum body, but increased sales of its premium models have helped push its average sale prices above $44,000.

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