Report: Emasculated by Ram's Impressive Size, Ford Wants to Up Its Inches

Steph Willems
by Steph Willems
report emasculated by rams impressive size ford wants to up its inches

Get your filthy minds out of the gutter — we’re talking about touchscreens here. Big ones. Specifically, the monstrous, tombstone-sized slab of screen found in Ram’s new 1500 and Heavy Duty pickups.

Apparently, the boys and girls in Dearborn are envious of their rival’s vertically-oriented footlong and aim to get their hands on an even bigger one.

According to sources who spoke to Bloomberg, Ram’s dominance in the touchscreen size contest has compelled Ford to develop a worthy competitor. Blue Oval engineers are apparently tasked with boosting their screen’s size by at least 50 percent. For current-generation F-150s, touchscreen width tops out at 8 inches.

As the two rivals battle for torque, towing, and fuel economy supremacy, it seems another battle has broken out. This is what happens when you’re sharing space in a hot segment.

“When you get in the Ram and look to your right you see a big, 12-inch display and it’s very eye-popping,” commented Kyle Davis, analyst at IHS Markit. “There’s a decent amount of content on it, but it doesn’t overload the user.”

Ford’s aim is to at least match Ram’s screen size, the sources claim, with future truck buyers being able to handle simultaneous functions on the glowing expanse of plastic. Navigation and audio, you get the idea.

Ford’s not commenting on future product, but Bloomberg‘s sources claim the automaker wants the screen ready for the looming next-generation F-150, expected to land next year as a 2021 model. Should the engineers succeed in incorporating such a screen into the next F-150, both Ford and Ram will hold a tech advantage over General Motors, which just released its new full-size and heavy duty pickup models. The screen in those trucks tops out at 8 inches.

[Image: © 2019 Matthew Guy/TTAC]

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2 of 41 comments
  • La834 La834 on Sep 02, 2019

    Forget bigger touchscreens; give the F-150 coil springs.

  • Mpzz Mpzz on Sep 13, 2019

    This is why we need government regulators. These TV screens for drivers to look at never should have been allowed in the first place and certainly should have been legislated out of existence the year they showed up in a car sold in the US! They have to cause more accidents than cell phones at this point.

  • Ltcmgm78 I think cars need an AM/FM radio for emergency notifications. Driving at night, I will scan the AM frequency just to see what comes up and to be amazed at the different cities I can get after dark. My SAAB had a Euro-spec radio and I could get long-wave (lower freq than the AM band) and found lots of interesting listening.
  • Golden2husky You'd be way better off in a base Vette for that money.
  • Gene Sedans and coupes don't sell in the quantity that they used to but they still make up a significant market. Why Ford abandoned this segment still baffles me. Again, just look at Toyota, Dodge, Mercedes, BMW, Hyundai, etc who have not abandoned this segment.
  • JMII Cracker Barrel - there is one off every major interstate interchange east of the Mississippi.I don't drink coffee - and based on the constant debate / worry of others just drinking water or tea has greatly simplified my life.Regardless of your choice in snacks and drinks I recommend the iExit app: it shows what hotels, restaurants and gas stations are coming up so you can decide if its worth pulling off.
  • Redapple2 My dad s buddy got a tire thru the windshield. DRT -dead right there.