Variety is the Name of the Game: Ford Floods Dealerships with Pickup Trucks

Photo Source: Ford

In a historic move that marks a significant chapter in its illustrious truck-making legacy, Ford Motor Company launched an unprecedented truck offensive, poised to revolutionize the American automotive landscape. With a lineup boasting a vast host of new variants of its iconic F-150, Super Duty, and Ranger models, Ford has embarked on a journey to redefine the very essence of pickup trucks in the United States. So far, the brand assembled 144,000 of the new trucks in the first quarter of the 2024 model year. 

To clarify, since last spring (2023), Ford has introduced a slew of new truck offerings, including the all-new Ranger and Ranger Raptor, alongside revamped versions of the F-150 series. This daring move underscores the automaker’s commitment to providing customers with unequaled innovation and choice, with the combined volume of these nameplates constituting a staggering 90 percent of Ford’s pickup truck sales.

Spike in Consumer Demand

Andrew Frick, President of Ford Blue, articulated the significance of this momentous occasion, stating, “The Ford truck lineup has never offered customers so much choice, and never had so many new models coming all at once. No other automaker has a gas, hybrid, diesel, and electric full-size pickup.” Indeed, with a comprehensive range spanning from the compact Maverick to the Super Duty, Ford has catered to nearly every conceivable customer need.

The Blue Oval cites the rise of DIY, along with a new breed of hybrid, electric, and compact pickups as some signs of growing truck demand in the United States. Indeed, the surge in demand for trucks has provided fertile ground for Ford’s ambitious endeavors. For example, last year (2023) witnessed a 4.5 percent increase in industry pickup truck sales, a trend expected to receive further impetus from the manufacturer’s latest offerings, including the popular Maverick and Super Duty models. 

The compact Maverick pickup, hailed as America’s top-selling hybrid truck, signifies Ford’s foray into urban centers while upholding its legendary Built Ford Tough ethos. Concurrently, the Super Duty series continues to assert its supremacy in pivotal heavy-duty segments, serving industries such as utility services and construction as the American economy expands.

Worker Recognition

As the foremost assembler of vehicles in the United States, Ford boasts a workforce of UAW-represented hourly autoworkers, with over half of them contributing to Ranger or F-150 production. Remarkably, Ford’s manufacturing prowess is exemplified by its ability to assemble a new truck in the United States every 33 seconds, a testament to its commitment to American manufacturing and the enduring legacy of its truck lineup. Not only that, the brand’s employees continue to learn and apply those lessons to the products being assembled. Ford announced it enhanced quality processes and applied learnings from the Super Duty launch last year (2023) when developing these new truck models.

For reference, utilizing connected vehicle data on pre-production F-150 units, engineers uncovered an issue where modules did not shut off at night or were consuming more power than they should. The issue resulted in engineers updating the problematic software before any trucks left the plant. Along similar lines, Kelly Johnson, a hybrid calibration engineer, and his team helped improve powertrain smoothness on the F-150 PowerBoost Hybrid trucks by combining the power coming from the electric motor and the internal combustion engine through software updates.

With its unwavering dedication to innovation and quality in tandem with its incomparable lineup of offerings, Ford is poised to maintain its position as a commanding force in the American truck market. If you believe Ford is shaping the future of mobility and driving progress on highways and byways across the nation, please come visit Sunrise Ford. Do not forget we have a trained service team that can help with an online appointment to get started on all maintenance work and repairs. We know what it takes to provide a worthwhile experience.