By on September 18, 2020

2021 Ford F-150. Image: Ford

Ford had a short Web meeting for the media earlier this week, and a big chunk of the time was spent on the newest version of the F-150 pickup truck, including confirmation that the company will be building an all-electric F-150 at the Rouge Electric Vehicle Center, as Matt wrote Thursday.

The other big announcement from the Blue Oval focused on how the F-150’s existence helps America. Drawing on a study from Boston Consulting Group, Ford says the F-150 is among the most valuable consumer goods sold in America.

For instance, the study claims each employee working on the F-150 supports up to 14 other American jobs. That is extrapolated to suggest that up to half a million jobs are attributed to just the F-150. Furthermore, the study claims that Ford itself supports 1 million jobs.

Speaking of a million, that number is about half the amount of full-size trucks built in the U.S. each year, and it’s also the number Ford built, which would be twice as many as any other OEM.

Back to the F-150: The study claims that it contributes to nearly $50 billion of the U.S. GDP, and that the F-150 model – not all of Ford, but just the F-150 itself – creates more revenue than McDonald’s, Nike, Coca-Cola, Visa, and Netflix.

Those claims show that Ford wants observers to know that it’s working not just to make a profit, but for America, damn it. So does this quote: “We are proud to once again build and innovate for the future here at the Rouge with the debut of our all-new F-150 and the construction of a modern new manufacturing center to build the first-ever all-electric F-150,” said Bill Ford, executive chairman, Ford Motor Company. “This year’s COVID-19 crisis made it clear why it is so important for companies like Ford to help keep our U.S. manufacturing base strong and help our country get back to work.”

There’s also the hype around its newest ad campaign, “Built for America”, and newest ad, “Built Together.” The campaign is meant to show off that Ford’s claims that it is the chief builder of cars on American soil, while also employing the most American hourly autoworkers.

The not-so-subtle message: Buy an F-150, and support American jobs, or don’t, and be unpatriotic. Maybe you should just move to Canada and buy some toques, eh, ya hoser?

OK, OK, I am being snarky. It’s tough times in America – and the world – right now, and of course Ford is going to tout the patriotic bona fides of its best-selling truck. It makes most American buyers and Ford partisans feel good, and it likely can’t hurt sales.

That’s a win for a company that continues to succeed at selling trucks.

[Image: Ford]

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16 Comments on “Ford Wants You to Remember How Good For America the F-150 Is...”


  • avatar
    Dan

    “Maybe you should just move to Canada and buy some toques, eh, ya hoser?”

    Literally zero of the F-150’s competitors are built in Canada, and few enough vehicles at all since GM pulled those jobs out for cheaper and dirtier pastures the same way that they did to us, but go on and make the safe joke anyway.

    • 0 avatar
      deanst

      If Canada wanted to get tough on trade just slap a tariff on pickups – we probably buy more per capita than anywhere in the world and none are made here.

      • 0 avatar
        Imagefont

        The dozen or so times I’ve worked in Canada, all over Canada, I have never seen so many pickups. I thought I was in Texas, only with more pickups.

      • 0 avatar
        Lou_BC

        @deanst – I doubt that would happen because any quasi-intelligent politician knows that tariffs are a tax paid by the public. I doubt it would sway buyers that much when it comes to pickups.
        If the auto industry were to pull out of Canada then I’d be inclined to support duties along with the threat of withdrawing from the revised NAFTA i.e. USMCA/CUSMA.

  • avatar
    Lie2me

    All American truck builders have always pushed the patriotic theme, after all what’s more American then a big ol’ pick-up truck? Nothing new here

    • 0 avatar
      Lou_BC

      @Lie2me – Agreed. Pushing that theme sells pickups. The cynical side of me wonders about the timing of all this. Some of this may very well be aimed at an audience of one. It may also be Ford’s warning shot that if/when the economy hits rock bottom, they are a huge player in the USA.

  • avatar
    Pig_Iron

    Trucks and wagons built America, from the time of horse teams to now. No wonder the Juneteenth neo-communists want to abolish them and reinstate salvery.

  • avatar
    DenverMike

    There’s absolutely no excuse for building a fullsize pickup, or Toyota Tacoma in Mexico, or buying one. That’s what they’re hinting at, but come short of saying it.

    And it’s deception. Most owners of Mexico built trucks are patriotic and automatically assume their trucks are US built (with no China content).

    • 0 avatar
      CKNSLS Sierra SLT

      DenverMike-
      Most of us who tow or use our trucks for what they were built for are aware of the country of origin. It’s in the same area that the payload factor is listed-that then again, is checked by truck owners who are going to use our trucks more than a trip to Krogers or the mall.

      So yes-the Suburban people may not know where their vehicle is built (a very few buy the built in Texas Tundra-thinking it’s from Japan) but others do.

  • avatar
    EBFlex

    Ford pays for a consulting group to provide them with results that support Ford.

    There’s a shocker.

    In other news, this could be attributed to many many different vehicles as well (although the mechanics that have to fix the other vehicles are probably lower). Nothing to see here.

    • 0 avatar
      DenverMike

      There’s just not another vehicle that comes close to the GNP that can be traced back to the F-150.

      It may mean nothing to you, just something to consider when shopping for a vehicle. It means a lot to me though.

      I see owners put American Flags on their Hecho en Mexico pickups, but feel my F-150 is one, why waste the vinyl?

      • 0 avatar
        EBFlex

        Do you have a USA designed and built computer? What about cell phone?

        • 0 avatar
          DenverMike

          I literally can’t save the US/Canada by myself. Cars, or trucks especially are the biggest buys most of us make, other than real estate.

          I’ve always bought commercial F-series trucks while my competitors mostly run Hino, Fuso, Isuzu, UD and similar. They say they’re more reliable, but I don’t care. And I realize some of those are made in Canada.

  • avatar
    Arthur Dailey

    So Mr Ford if every F150 job supports 14 other jobs than for every auto worker who lost their job when you transferred the manufacture/assembly of other vehicles to Mexico or Asia there would have been at least 10 additional North Americans whow have lost their jobs.

    And that also goes for GM and FCA.

    Since the start of the 21s century Canada has lost the following vehicles Camaro, Impala, Sierra, Silverado, Vibe, G6, Crown Victoria, Town Car, Flex, Grand Caravan, Matrix, Corolla and XL7. Yes many of these are no longer manufactured anywhere, but they were never replaced with new product.

    Currently the only vehicles manufactured/assembled in Canada are the Civic, CRV, RAV4, RX350, RX450, Charger, Challenger, 300, Pacifica, Equinox, Ford GT, Edge and Nautilus. And some of these will not be with us much longer.

    During the last few decades as well as domestic auto or auto parts manufacturing plants such as GM Oshawa, GM St Catharines, GM Ste Therese, GM Scarboro, Ford St Thomas, Chrysler Mississauga, Chrysler Ajax, and the 2nd AMC/Chrysler plant in Brampton, we have also lost import facilities such as Hyundai Bromont and Volvo Halifax.

    • 0 avatar
      Freddie

      If it makes you fell any better, I am in the US and our household has three vehicles whose VINs begin with “2”.

      When I shop for a car I am rooting for the home team – I hope the car I pick turns out to be American (however you want to define an “American” car) but I am still going to pick the car I like best, regardless of where it was made or the nationality of the manufacturer.

  • avatar
    MRF 95 T-Bird

    Pickup trucks particularly the F-150 are obviously an important part of the economy but mass transit is also key.

    MTA Spending Created 100,000 Jobs in Other States Over 8 Years.

    https://reinventalbany.org/2020/06/watchdog-report-investing-in-the-mta-is-investing-in-america/

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