Ford's Bottom Line Rides on Profitability of New F-Series
Tuesday marked the first day of production of the all-new 2004 F-150 pickup in Norfolk, VA, easily the most important vehicle in the beleaguered 100 year old company's lineup.
Ford's F-Series, the top-selling new vehicle in the U.S. for more than twenty years, is responsible for more than half of Ford's profits, according to Wall Street analysts in a Reuters report.
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| According to market analysts the F-150 accounts for fifty percent of Ford's profits, so the new model is basically a make-it-or-break-it proposition." (Photo: Ford Motor) |
"This is a make-or-break for Ford. This is without a doubt the most crucial product that they've got coming in the last five years and going forward for the next five years," said independent automotive consultant MaryAnn Keller. "This has to succeed; they have to make it work."
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| With competition biting on their heels, Ford has had to raise the bar in terms of luxury and overall quality. (Photo: Ford Motor) |
With the competition getting tougher every year it's not only important for Ford to improve on its outgoing F-Series, but raise the bar in the entire segment. To do so Ford has reportedly spent in the neighborhood of USD$1,000 more per vehicle, getting it right.
It is larger and much better overall than the 2003 truck, improving interior quality to luxury SUV standards. Exterior styling is evolutionary, which is probably smart as Ford pickup customers have proven with their pocketbooks that they like the current look.