Ford Motor (NYSE:F) now sees its 2015 North American operation profit margins at the high end of its 8.5%-9.5% view, as its top-selling F-150 truck rolls off dealer lots with pricey upgrades and technology.
The automaker has noticed the trend and last week unveiled the 2016 F-150 Limited, a luxury truck expected to cost $60,000 that is equipped with "multicontour massaging front seats" and a 360-degree camera system.
Second-quarter earnings climbed 18% to 47 cents per share, trouncing Wall Street estimates by 10 cents a share. The company reaffirmed its guidance for 2015 profit of $8.5 billion-$9.5 billion.

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Revenue slid less than 1% to $35.11 billion, missing Wall Street's $35.34 billion target, as higher pricing and volume were more than offset by the strong dollar's effect on international sales.

It's hard to believe they're making money with all the guys on here saying they paid under invoice..