Not entirely correct, under F-150 (and Heavy Duty 250 etc) brand they sell essentially two different vehicles (or three, if you count Raptor), which differ in price more than twice. Non-luxury version is priced low, has no extras and oriented to price-sensitive work truck segment of the market. King Ranch/Platinum (and Limited nobody buys) are premium tiers with all the latest tech and amenities, which are priced like luxury cars. Although both are “F-150s” they are oriented at distinctly different market segments.