Ford’s Truck Strategy for 2015 F-150
With the recent releases of Ford’s 2015 F-150 Concept, dubbed the Ford Atlas, the release of the new 2014 Silverado and Ram’s new line-up for 2013. It’s safe to say we find ourselves in turbulent times as far as the truck market is concerned. One thing stood out to me, even keeping in mind that the Atlas is a concept, Ford once again is going with a radical approach to maintain its lead in the pick up truck market. It is risky, but it paid of in spades last time around. Pickup trucks are rumored to be Ford’s single most important product as they have the highest margin and are said to account for 90% of Ford’s operating profit.
Why do I say “last time around”? You may remember a little thing called the EcoBoost. Just about anyone you talked to was skeptical, me included. I was however optimistic and hopeful it would do well. Boy did my optimism get answered! The 365 horse power V6 Ecoboost is in nearly half of all F-150’s sold! Furthermore it has found a home in a large variety of products in the Ford and Lincoln line-ups. On top of that it has little brothers that have made it into an even wider array of products.
Ford did a phenominal job convincing us that the EcoBoost was every bit as tough as an equally powerful V8, by putting countless hours of torturous testing on it, which they say is equivalent to millions of hours. What really sold their claims is the footage they provided and even more so, the fact that after all that torture the engine ran the Baja 1000 and finished! It made me and several F-150 buyers an EcoBoost believer.
Now, if you’ll humor me, lets take a look at the future Ford once again proposes radical technology, an evolution of its EcoBoost engine, 750 lbs of weight to be cut, active shutter technology in both the wheels and the grille, active trailer assist and a whole slew of other great/convenient features. On top of that the Atlas concept is a bold design. People are already speculating wildly of whether it will be a great truck or a horrible flop. Only time will tell, but for the time being this is exactly what Ford wants; everyone thinking/wondering/speculating about the 2015 Ford F-150.
I for one have full confidence Ford will do exceedingly well yet another radical design and I think GM and Ram should be very worried. Some of the neat features the Atlas offers they will be able to compete with, but some of the more extensive things that redefine what people will expect out of their trucks will have GM and Ram worrying very much about how they’ll compete.
In summary; Ford has brought radical products such as the EcoBoost engine to the pickup truck market before and exceeded everyone’s expectations, we at FordF150Blog believe they’ll do it again for 2015.