Ford’s big gamble moves into price point. Will it work?
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One of the most closely watched automotive introductions of recent years is set to unfold as Ford Motor Co. retail dealers begin placing orders for the aluminum-body F Series pickup trucks, scheduled to arrive before year’s end.
This week Ford told dealers the retail price of the new truck will increase from $360 for entry-level models up to $3,615 for high-line luxury versions. The base model 2015 XL F-150 starts at $26,615, up $395 or 1.5% while the top-end Platinum version starts at $52,155, up $3,055, or 6.2%.
Ford is taking a big gamble on aluminum. The new trucks will be up to 700 pounds lighter to improve fuel efficiency, relying on customers’ acceptance that the metal will prove every bit as durable as steel. Ford is sailing into uncharted waters with regard to the manufacturing process, since no automaker has ever fabricated aluminum vehicle bodies at high speed.
Collision shops and dealerships have had to buy new tools and undergo training to gain expertise in repairing aluminum.
Ford so far hasn’t released fuel efficiency figures, which means that the potential savings are unclear. If the numbers are dramatic, they could attract buyers – especially those who use pickups for commercial purposes – providing an advantage for Ford over Fiat Chrysler’s Ram pickups or Chevrolet and GMC models from General Motors.
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