Dealerships always highlight the new features and perks of car models to lure people into buying. Sometimes these features don’t necessarily improve the car’s performance so much as its aesthetic or vibe. Still, they’re packaged as something you can’t miss out on.
Often these features are described as a “luxury.” Car manufacturers toss around the word luxury like a football on a Sunday. It may irritate some, but many buyers want a luxurious car, so it’s also just good marketing.
That doesn’t mean you won’t get called out for calling something standard a luxury feature.
In a TikTok with nearly 6,000 views, Madi (@surpriseforddeals) claims the new Ford F-150 Lariat’s way of greeting drivers is an example of its “luxury.”
But is this a new feature or has this been around?
Is your truck excited to see you?
In her post, Madi showcases how the new Ford F-150 Lariat automatically turns on its headlights when you approach the truck.
She begins by asking viewers, “Have you ever been greeted by your truck?”
Madi then proceeds to hype how the Ford Lariat automatically lights up when its key gets close to the vehicle, suggesting this is a reason you should buy one—from her. According to her profile, Madi works for a Ford dealership.
“Welcome back to your truck. That’s the luxury of Lariat,” Madi concludes.
Luxury or standard?
While the F-150 Lariat’s light-up greeting is arguably aesthetically pleasing and potentially promotes safety, many people who commented on Madi’s post disagree with the suggestion that it’s remarkable.
“Literally most manufacturers do this,” one TikTok commenter said.
“Oh, a 2004 Lexus LS does the same thing, nothing new here,” another added.
A third shared, “Luxury of Lariat? My $40k outback from 2020 does this.”
The skeptics are correct: this isn’t a new feature. Ford F-150s have even reportedly had this feature since at least 2021. It used to be called “approach lighting”; now it’s known as “welcome lighting.”
So why is it being highlighted as a selling point? Wouldn’t it make more sense to simply focus on the F-150’s reliability, towing capacity, or perhaps its warranty?
This dives into the bigger conversation about how consumers have become increasingly driven to buy vehicles based on their technology. There’s something of a tech race going on in vehicle manufacturing. Every brand wants to have the newest, most desirable tech under the hood and inside the passenger compartment.
Critics say these features are used to distract from the fact that making dependable and reliable cars is slowly becoming a lost art.
They claim manufacturers don’t build them like they used—and there may be truth to that. But cars didn’t used to have backup cameras, either, and that tech has unquestionably saved lives (and bumpers).
If consumers want a vehicle that lights up when they approach, why not give it to them?
Motor1 has contacted Madi over Instagram and TikTok direct messenger. We also reached out to Ford via email. We’ll update this story if we hear back.