Understanding Trim Packages

Hi, Marsha again — the receptionist at Wareing Sturgis Ford.

I like to think of myself as the Communications Director around here, and it’s communication I’d like to visit about today.

But first… a confession.

When I started at Wareing Sturgis Ford, I did not know what the term trim package meant.

I know, I know. No one asked — and I got the job anyway.

I’ve learned a lot since then.

Ford trim packages (also called trim levels) are bundles of features that range from work-ready and practical to full-on luxury. These options can include seating, sound systems, technology, drive modes, safety features — and a whole lot more.

Since we sell a lot of pickups here in Sturgis, let me use those as an example.

Trim levels include:

• XL (base/work level)
• STX (sporty base)
• XLT (mid-range)
• Lariat (luxury and tech)
• King Ranch / Platinum (premium luxury)
• Limited (top tier)

There are also performance and specialty trims like:

• ST (performance-oriented)
• Raptor / Tremor (off-road focused — great for our Black Hills terrain)
• ST-Line (sport-inspired appearance without the performance engine)

Our sales consultants are wonderful at explaining the differences and helping customers sort through what fits their needs best. And many features can be added even if they don’t come standard in a particular trim.

Now, back to communication.

You can learn a lot from walk-around videos online, but honestly, I’ve learned just as much from coffee conversations in our service waiting area.

The other day I visited with a couple from Spearfish. I learned that power adjustable pedals come standard in Lariat trims and higher. The husband is over six feet tall, and his wife is considerably shorter. She smiled and told me, “We won’t go any lower than a Lariat because I have to have the power adjustable pedals.”

Another customer once said, “Once my wife got into those massage seats, there will be no going back.” That’s how I learned massage seats come standard in Limited and Platinum trims.

I’ve also learned how much our ranchers love their wives.

Just yesterday, I overheard a customer talking with one of our consultants about heated steering wheels and heated and cooled seats. She said, “I really like cooled seats — they make a huge difference in the summertime.” And if you’ve spent a July afternoon in western South Dakota, you understand exactly what she means.

Our accountant shared with me that the seats in her husband’s King Ranch are comfortable enough to ride long distances pain-free — especially helpful after her shoulder surgery. It’s amazing how the right features can truly make a difference.

And of course, we have customers who simply need a solid work truck. I often hear, “This is just for work — I don’t need leather.”

Different needs. Different lifestyles. Different trim levels.

Today, to the right of my desk, we have an Explorer ST and an Escape Active. On my left sits a Maverick Lariat. Every one of them offers something a little different.

The next time you stop in, we’d love to show you the variety of vehicles and trim levels available — and help you find what fits you best.

Thanks for reading, and come by for coffee anytime.

— Marsha