New F-150 is a Work Truck, Dammit

Robert Farago
by Robert Farago
new f 150 is a work truck dammit

Last things first. The Detroit Free Press article on the prospects [eventually] greeting Ford's delayed next generation F-150 ends with a sobering analysis. It arrives courtesy of CNW Marketing Research in Bandon, Ore. "The appearance buyer is totally out of the market," Art Spinella asserts. "He's gone." According to Spinella's template, that leaves farmers and ranchers; towers or people who pull recreational vehicles or boats and fleet customers. Uh-oh, what happened to building contractors? They may not be on Art's radar– given the housing slump, why would they be?– but Ford's still got them in its sights. "Instead of launching the all-new 2009 F-150 with luxurious four-door models, Ford instead will spotlight the two-door models that always have been more popular among contractors, farmers and fleet customers." With full-size pickup sales off 21.1 percent so far this year, Ford F-150 sales down 40.5 percent in June, gas prices staying high and the fact that F-Series accounts for one-fourth of FoMoCo's total sales, the new F-150 is fighting some big ass headwinds. But hey, at least it will do so with a six-speed gearbox and 1.5mpg better fuel economy than its predecessor.

Join the conversation
4 of 28 comments
  • Jaje Jaje on Jul 06, 2008

    Just talked to a friend who owns a cabling business and they are moving from the Colorado as their work vehicles to Honda Fits with customized racks to hold ladders and 20 spools of wire easily fit in the back with the seats down. Plus getting 34mpg versus 19mpg (they used to buy crew cab 4x4 versions) and paying less up front has saved them thousands and they seldom need to tow anything. Seems they never needed a truck in the first place.

  • AlphaWolf AlphaWolf on Jul 06, 2008

    I had a Ford Ranger about 10 years ago and out here at the time they sold a lot of them as stripper work trucks with 4cyls. Over the years though it seems everyone moved up to F150s, F250s or other larger vehicles based on the image thing I am guessing. If Ford had invested in a brand new redesigned Ranger, with an decent 4cyl, they would not have to depend on the F150 so much. I would have been in the market also, not everyone needs an F150.

  • Dimwit Dimwit on Jul 07, 2008

    Oi! My bad. I stand corrected. Jaje: It's all about perception. Looking at other markets like Europe and Asia it's unusual to see such large vehicles like those available in N.A. There's really no need for the size except "tradition". I was behind a JDM Honda Greeter van this year (what that was doing in Toronto I don't know) and it was amazing just how small it was compared to all the vehicles around it.

  • WildBill WildBill on Jul 07, 2008

    Don't be so certain that all that is needed is a stripper 2 door truck. There are thousands of families that show livestock (horses, cattle, sheep, llamas/alpacas, etc.) and they travel sometimes hundreds of miles to shows. A nicely appointed 4 door truck is almost a necessity. So I believe there will still be a market there, only much smaller, with the urban cowboys driving something else.