He once had a leather-factory boss on a trip to Italy, he said, who spent the time collecting samples of Italian products to replicate at home.

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Word from the factory is that two-tone paint colors on the exterior and bright, bold interior leather hues are the most popular requests right now.

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It is now possible to order a pickup truck with heated and ventilated leather seats, a hi-fi sound system and state of the art navigation, for a level of factory-delivered luxury that pickup owners could only find in the aftermarket just years ago.

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