DETROIT, Michigan - Ford has unveiled its most luxurious double-cab pick-up in a dirt-covered arena which played host to a professional bull-riders competition.According to the Detroit News, four 2013 F-Series Super Duty Platinum models rolled into the arena while country music blasted and cowboys prepared to put on a brief exhibition of bull-riding. One of the trucks towed a livestock trailer loaded with livestock.Ford is building on the success of its Platinum F-150 series by adding F-250-, F-350 and F-450 versions to the line. The move expands Ford's reach into the luxury truck segment, a lucrative market that can boost profits on the company's already most profitable vehicle.EVER MORE LUXURYKen Czubay, vice-president of Ford truck sales and marketing, told the DetNews: "This is one of Ford's most important vehicles."The 2013 F-Series Super Duty has chromed details and leather upholstery. The 20cm multimedia system has SYNC with MyFord Touch and the audio and aircon controls are giant-sized (like the trucks) in case the driver is wearing gloves (you never know when the urge to ride a bull might become overpowering...).Ford spokesman Mike Levine said: "We're meeting customer demand for an even more luxurious pick-up truck than they can buy today." The automaker hasn't revealed a price but Levine said it would cost more than the current top-of-the-line model, a diesel-only F-450 King Ranch at the equivalent of R514000, the News added.The new truck is available with either 6.7 diesel or petrol engines. It has heatable seats and steering wheel and a chromed mesh grille. Ford first released a Platinum truck model in 2009 with its F-150 light-duty series.'GOT THE CASH, YOU'LL AFFORD THE FUEL'The market for luxury trucks is not yet exhausted, said Aaron Bragman, a senior analyst at IHS Automotive: "Nobody really knows where the upper end is for luxury pick-ups. People will spend astonishing amounts for completely lavishly outfitted trucks as the ultimate status symbol. The idea is... if you can buy the car, you can afford the petrol."According to the Detroit News, Bragman said: "It doesn't really cost (an automaker) more to change the content of their trucks, but they can charge much more."