Shrinking F-150 V8 Demand Prompts Shift Cut at Ford Engine Plant

Steph Willems
by Steph Willems
shrinking f 150 v8 demand prompts shift cut at ford engine plant

Americans love their Ford F-150s, but buyers are increasingly opting for a powerplant boasting fewer than eight cylinders. As such, the automaker is cutting the third shift at the Windsor, Ontario engine plant tasked with building the 5.0-liter Coyote V8.

Ford V8s and Windsor have a long association, but the extraneous employees needn’t worry about hitting the job boards. There’s a much larger V8 in need of assembly.

As reported by Automotive News, the availability of a stronger base V6 (a dual-injection 3.3-liter), a brace of EcoBoost V6 motors, and a new 3.0-liter diesel V6 led to an increasingly smaller take rate for the Coyote engine. A Ford spokesperson told the publication the third shift was cut “to better align with consumer demand.”

The October shift cut at Ford’s Essex Engine Plant impacts 120 employees, but the only hardship they’ll face is, in some cases, a longer commute to work.

“All employees affected by the shift reduction will have the opportunity to move to Windsor Engine Plant Annex to support 7.3-litre engine production,” said Ford Canada spokesman Matthew Drennan-Scace.

Speaking to CBC, Drennan-Scace said the company expects “two engine assembly and three supporting shifts” at Windsor Engine by the end of the year. That 7.3-liter, a monster of a pushrod gas V8 carrying the moniker “Godzilla,” will serve in Ford’s revamped 2020 Super Duty line. In commercial applications, it replaces the Windsor-built 6.8-liter Triton V10.

As for the F-150, V8 popularity took a huge hit following the Blue Oval’s release of its 2.7- and 3.5-liter twin-turbo V6s. By 2017, the Coyote’s take rate was just a quarter of all sales.

The writing was on the wall for an Essex plant shift cut, claims John D’Agnolo, president of Unifor Local 200.

“We’ve had down shifts every week since January, and we have two down weeks in the summer, and two more down weeks scheduled in September,” he told Automotive News. “We could see that sales of the 5.0-liter were dropping.”

[Image: Ford]

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  • EBFlex EBFlex on May 03, 2019

    All this proves is that very dumb people are easily trucked by deceptive marketing. Nobody with an IQ in the double digits would choose the garbage Egobust engines. Forums are littered with very questionable reliability, Ford mechanics prefer the V8 and they get garbage mileage.

  • ToddAtlasF1 ToddAtlasF1 on May 03, 2019

    I think the idea that engine quality matters to Ford truck customers is hilarious.

    • See 7 previous
    • Dal20402 Dal20402 on Jan 27, 2020

      @ToddAtlasF1 All these comments and yet the engine is probably the most reliable part of a modern Ford truck. All three of the volume gas engines have very good reliability records.

  • Del My father bought GM cars in the 60's, but in 1971 he gave me a used Datsun (as they were called back then), and I'm now in my 70's and am happy to say that GM has been absent from my entire adult life. This article makes me gladder than ever.
  • TheEndlessEnigma That's right GM, just keep adding to that list of reasons why I will never buy your products. This, I think, becomes reason number 69, right after OnStar-Cannot-Be-Disabled-And-It-Comes-Standard-Whether-Or-Not-You-Want-It and Screw-You-American-Car-Buyer-We-Only-Make-Trucks-And-SUVs.
  • 3SpeedAutomatic Does this not sound and feel like the dawn of ICE automobiles in the early 20th century, but at double or triple speed speed!!There were a bunch of independent car markers by the late 1910’s. By the mid 20’s, we were dropping down to 10 or 15 producers as Henry was slashing the price of the Model T. The Great Depression hit, and we are down to the big three and several independents. For EVs, Tesla bolted out of the gate, the small three are in a mad dash to keep up. Europe was caught flat footed due to the VW scandal. Lucid, Lordstown, & Rivian are scrambling to up production to generate cash. Now the EV leader has taken a page from the Model T and is slashing prices putting the rest of the EV market in a tail spin. Deja vu……
  • Michael Eck With those mods, I wonder if it's tuned...
  • Mike-NB2 I'm not a Jeep guy, but I really, really like the 1978 Jeep Cherokee 4xe concept.