Ford's Error: Light Truck Sales Are Not Only About One Thing

"PelicanHazard" (pelicanhazard) 10/22/2013 at 14:29 • Filed to: truck yeah, ford, chevrolet, ram, f-150, silverado, 1500, ranger, colorado, canyon, diesel

4

31

Nothing gets some Americans riled up quite like the truck wars. !!!error: Indecipherable SUB-paragraph formatting!!! , often buying the same truck time after time even after test driving the competitors. This is normally taken as a boon for the truckmaker in the number one spot, which for 36 years has been Ford with its F-150 again and again reigning king. !!!error: Indecipherable SUB-paragraph formatting!!! . The F-150 is so popular it outsells all other nameplates !!!error: Indecipherable SUB-paragraph formatting!!! .

!!! UNKNOWN CONTENT TYPE !!!

But success breeds complacency, and Ford has met an awful lot of success. Because of this, the two other domestic truck marques have resorted to other strategies that may result in massive sales without Ford even turning to answer their challenges. Likely because the challenges involve options that were thought to still be on the fringes of public wants, and therefore not likely to become profitable.

The first truck maker to try was Ram. Long the runt of the Big Three, Ram decided to take things in a new direction with their fourth generation 1500. On its reveal, !!!error: Indecipherable SUB-paragraph formatting!!! , were two little nuggets that became the new truck's distinctions: the RamBox system, and the first-in-segment coil-spring rear suspension. The RamBox !!!error: Indecipherable SUB-paragraph formatting!!! , and its use really depends on what you're doing (not to mention cutting into the bed, so it's no surprise most Rams I see online don't have it), but it's proven popular enough to not be removed as an option, so someone somewhere is making use of it. More interesting was the new suspension, which has gotten universal acclaim for making the ride more comfortable than its competitors, a trait further magnified with the 2013 facelift's optional air suspension.

!!! UNKNOWN CONTENT TYPE !!!

The much bigger revelation for truck buyers, however, was the announcement that !!!error: Indecipherable SUB-paragraph formatting!!! . Neither Ford nor Chevy are willing to follow quite yet, content for now to leave their diesel offerings strictly in the heavy duty segment where it makes practical sense to offer oil-burners. However, the announcement met with such wide fervor that !!!error: Indecipherable SUB-paragraph formatting!!! . Now, how many Ram diesel sales will be conquests from the other two makes and how many will simply be upgrades for people who were going to buy a Ram anyways remains to be seen, but given the forecasted supply problems, it seems as if there's a large untapped market for people who really want a diesel pickup, but don't want to get a Heavy Duty truck, and it works in Ram's favor that they're the first truck to offer that.

!!! UNKNOWN CONTENT TYPE !!!

The other strategy aiming to dethrone Ford?

!!!error: Indecipherable SUB-paragraph formatting!!! . ( !!!error: Indecipherable SUB-paragraph formatting!!! .) I've talked !!!error: Indecipherable SUB-paragraph formatting!!! and !!!error: Indecipherable SUB-paragraph formatting!!! about how I want the global Ford Ranger to come here. Ford has stubbornly said no. I understand why they killed it, with !!!error: Indecipherable SUB-paragraph formatting!!! on an aging product that Ford did not want to spend the money to update because !!!error: Indecipherable SUB-paragraph formatting!!! conspire against it, yet the buying public doesn't care and wants small trucks. Ford tried advertising the F-150 EcoBoost by having Chief Engineer Jackie DiMarco do an Ask Me Anything on Reddit and was met with !!!error: Indecipherable SUB-paragraph formatting!!! . These are the buyers that Ford had hoped would jump from their old Rangers to new F-150s, but while some undoubtedly did it seems many more jumped ship and bought either another small pickup still on offer from another brand, or else quit pickups all together.

!!! UNKNOWN CONTENT TYPE !!!

Ford mistook their loyalty for Rangers as loyalty to Ford Trucks in general, and with GM bringing a smaller-than-full-size truck back to our shores, those people who would have happily bought a new Ranger (but not an F-150) are likely to abandon Ford and bolster GM's market share. Combined with Ram's diesel and hardware advancements, and it is likely for Ford's market share to drop.

What is not likely is for the F-150 to lose its crown as best-selling pickup, with a redesign due soon and a healthy lead in sales. But it seems as if Ram and GM are no longer trying to dethrone the F-150 specifically and instead are choosing to cut away Ford's market share by other means. The F-150 may very well remain king, but its kingdom may very well shrink from Ram's and Chevy's attacks.

Yowen - not necessarily not spaghetti and meatballs > PelicanHazard 10/22/2013 at 14:53

1

Ford has brought a small I5 diesel to the American market, Ford to my knowledge has not denied that it may put it in the F-150, it makes sense to spread the engine over more platforms from an economies of scale point of view. We also know how intense rivalry is between the big 3. Ford has shown time and time again they are willing to take risks to retain their sales throne.
-Jellybean F150, it was a polarizing design when it was released in '97, but it worked
-Ecoboost F150, nobody thought it would work, over 50% of F150 sales are now V6's
-2004 was a fairly conservative effort, but that changed with a facelift and the aforementioned EcoBoost engine.
-2015 F150, what will Ford do? We know there will be significant weight shedding, but I wouldn't be surprised if we get some other neat things, like perhaps that 3.2 liter I5 diesel.

Either way, apart from Dodge's diesel option, Ford is, on paper, extremely competitive with offerings that are 3 to 4 model years newer (!!!) from Chevy/Dodge. Ford's 2015 model should be even more competitive.

That's my take on the market, as it stands at the moment.

offroadkarter > PelicanHazard 10/22/2013 at 14:53

1

If people start buying up new canyon/colorados left and right, I bet ford will bring back the ranger. But I don't see GM's small truck flying off the lots either

Does Dodge even offer the dakota anymore? I don't think they do.

KusabiSensei - Captain of the Toronto Maple Leafs > PelicanHazard 10/22/2013 at 14:59

0

Reading the reddit AMA was quite interesting.

Got a actual good question? No answer for you!

FJ80WaitinForaLSV8 > PelicanHazard 10/22/2013 at 15:04

0

It will be interesting to see if GMs pickups are small enough and how they differ in price from their larger siblings.

Also interesting is the strategy Ram is using with its diesel. They are clearly going with efficiency leaving the Hemi as the performance engine. I think they made a mistake not using the cummins engine that will now go in the Titan.

Wildstar > PelicanHazard 10/22/2013 at 15:07

0

Since GM pickups used trailing arms and coil springs from the mid 60s to the early 70s, how is Dodge's current one a first in segment?

And yes, I refer to them as Dodge Trucks. Just because FIAT wants to set them up for a sale at a later date doesn't mean I have to buy into their plan.

Yowen - not necessarily not spaghetti and meatballs > FJ80WaitinForaLSV8 10/22/2013 at 15:24

0

That cummins name could have boosted sales.

Right now people are buying into efficiency in a big way, would the cummins have done just as well in that respect?

I still find myself wondering if Ford will take the 3.2 from the Transit and also offer it in the 2015 F-150.

FJ80WaitinForaLSV8 > Yowen - not necessarily not spaghetti and meatballs 10/22/2013 at 15:33

0

The cummins in the Nissan will be a 5.0 L V8. It is designed to be the strongest and most powerful engine in the 1/2 ton lineup. So fuel economy will suffer compared to the 3.0 L they just announced. The Cummins engine was designed to out perform the large displacement (6.2L) gasoline V8s offered by GM and Ford. For this reason I dont think the tough bigger and badder crowd will take the diesel ram over the 5.7 hemi.

Ram just recently introduced a 6.4L gasoline hemi however that is just for its HD line. the 5.7 V8 as always been a tweener V8 for Chrysler in their trucks.

PelicanHazard > Yowen - not necessarily not spaghetti and meatballs 10/22/2013 at 15:33

0

I have heard that the new diesel is more efficient than the Cummins.

If it does well I can completely see Ford adding a diesel to the F-150.

PelicanHazard > FJ80WaitinForaLSV8 10/22/2013 at 15:35

0

It's hard to argue with their strategy. The diesel is expected to be the most efficient engine for the 1500 and is tow rated between the V6 and Hemi (closer to the Hemi side of the scale).

The only thing working against it is the price, at over $5k more than the V6 and nearly $3k more than the Hemi.

PelicanHazard > KusabiSensei - Captain of the Toronto Maple Leafs 10/22/2013 at 15:35

1

That AMA was brutal. Left a sour taste in many redditor's mouths.

PelicanHazard > offroadkarter 10/22/2013 at 15:37

0

No, the Dakota was killed. Same as GM's Canyon/Colorado, they're just selling off the remaining production.

Ford has said they're investigating a sub-F-150, likely to carry the F-100 name, but they mentioned if it is created it will not be the global Ranger. I don't know if it means what GM is doing in creating a US facelift of the Colorado or an all-new US-specific truck.

Yowen - not necessarily not spaghetti and meatballs > PelicanHazard 10/22/2013 at 15:39

0

Yeah, that 5 cylinder was announced in 2012 for the 2014 m/y, I just looked I don't see any newer articles talking about it.

FJ80WaitinForaLSV8 > PelicanHazard 10/22/2013 at 15:46

0

Thats why I disagree with their strategy. If they had put the cummins in they would have gotten eye popping towing numbers while also making strong improvements to the hemi's fuel economy. The price difference would have remained the same as most of that price has to do with emissions anyway. This is a no compromise value proposition.

Using the VM motori engine is a compromise. More cost, very good fuel economy, but decreased performance.

FJ80WaitinForaLSV8 > PelicanHazard 10/22/2013 at 15:54

0

Pretty sure all spy reports/shots indicate its a US facelift not a completely redesigned 1/4 ton. This is why I think it will be very interesting to see how they distinguish it from its larger brother.

My guess is that its not that much cheaper than a nicely trimmed v6 silverado, but is marketed as a highly efficient truck with one of their smaller duramax motors.

Jonee > PelicanHazard 10/22/2013 at 16:40

0

Ford definitely made a mistake in not having a small or mid sized pickup replacement for the Ranger. It certainly isn't killing them, but they did lose a good bunch of buyers. I thought it interesting that on the latest episode of Amazing Race they were driving new Rangers in whatever country they were in. That show is all about automobile product placement and those trucks looked good.

TheD0k_2many toys 2little time > Jonee 10/22/2013 at 22:20

0

It makes sense because the 150's were getting almost equal mpg and they really were not selling a ton of rangers in the end of their run

Jonee > TheD0k_2many toys 2little time 10/22/2013 at 22:56

0

Yeah, I get it, but they underestimated the fact that people liked the size of the Ranger. Even with the same MPG, people, like me, chose a Ranger because it wasn't gigantic. I heard they were selling 60,000 a year and that's a good number. It definitely needed a new platform, but there is a good-sized market for a small pickup.

kenhitch > PelicanHazard 10/31/2013 at 19:59

0

Oh man. Is that for sure the new Colorado? Cause that's ugly as sin.

Doctor-G-and-the-wagen > kenhitch 10/31/2013 at 20:37

1

That's how it looks in international markets, but I believe I've read somewhere (maybe even on Jalop) that it would have a different look more suited to the US market.

Moarloud > PelicanHazard 10/31/2013 at 22:24

0

Honestly, I hate the fact that the Big Three refuse to offer any true work/outdoors trucks in the US. Instead, they somehow come to the conclusion that everyone who buys a truck is looking to haul their house with it. Instead of stressing on reliability, true offroad-ability and simplicity (the most integral parts of a truly good pickup, think Toyota Landcruiser 79, Hilux, Nissan Patrol Pickup, Global Ranger), they focus on marketing towing capacities that are way too high for passenger vehicles and other stupid shit. If you're gonna sell me a pickup truck skip the bullshit heated leather seats and entertainment systems. If I wanted all that crap I'd go and buy a Bimmer. I want something that will take me anywhere I want without electronic problems that come about as a result of overcomplicating a truck's design.

For now, it seems like Toyota is the only manufacturer that's been able to stick to selling base manual 4x4 trucks with no gimmicks. I'll be in the market for a small pickup in a few years. Hopefully Ford, Chevy, and Chrysler get their heads out of their asses and offer us a good simplistic, reliable, efficient, utilitarian small diesel pickup truck. If not, I have no problem going to a Toyota dealer and getting me a nice little 4x4 5 speed shortbed Taco.

Pro Pilot > Jonee 10/31/2013 at 23:10

0

Yep, absolutely. If the new Chevrolet mid size is a good vehicle, I'll be pretty quick to trade my 2011 F150 for it. My kids prefer my 96 Ranger and the fact we've kept it around says a lot for just how good a vehicle that size is. Low bed height. It's just convenient in a urban environment.

Zibodiz > TheD0k_2many toys 2little time 11/01/2013 at 01:26

0

In my opinion, this is a perfect cue to bring the Ranchero back. Make it a proper Ute. There's a market here for them (even if a smallish one), and if they bring one out, they'll have a corner on the US market. People want them for a variety of reasons, but even if there weren't any obvious reasons, there's the simple fact that it's an un-addressed market. The Miata is probably Mazda's biggest hit because it filled a market that was empty; Ford should do the same in the Ute market in the USA, and target the Ranger fans at the same time.

webmonkees > PelicanHazard 11/01/2013 at 04:22

0

A friend has a Ranger, and yeah, hes unlikely to move up to a giant. Apparently at a certain scale it's like printing money to the automakers. Giving people a smaller version also gives them a smaller profit. But no sales=no profit, so that's why that bitty truck up there is
built in Brazil, and called a Chevy Tornado in Mexico. Probably rattly and scary as crap, but that's what a truck is supposed to be.

hdoilburner > PelicanHazard 11/01/2013 at 07:12

0

I just bought a RAM 2500 Cummins, the other thing that RAM has figured out is that not everyone wants to spend 50,000 for a top end half ton and 70,000 for a top end HD, but people do want premium technology options. My truck has premium sound, 7" information center LCD, 8.4 inch Uconnect with Navi, heated seats and steering wheel, b/u camera, b/u sensors, etc.. what I don't have is all the window dressing, leather, fancy headlights and tail lights, etc.. RAM's technology is leaps and bounds ahead of their competitors, and like I said I don't have the "larmaie, texas, lariat, 1894" trim level to get it.

PelicanHazard > kenhitch 11/01/2013 at 07:24

0

No, that's the international Colorado. The US one will have a different as-yet-not-revealed appearance.

PelicanHazard > Doctor-G-and-the-wagen 11/01/2013 at 07:25

0

Correct, the truck will get two facelifts, one to make it a US Chevy, the other to make it a GMC. Only a corner of the grille has been shown so far, as Jalopnik reported earlier this year.

!!! UNKNOWN CONTENT TYPE !!!

PelicanHazard > webmonkees 11/01/2013 at 07:30

0

I wanted to mention those kinds of trucks as well (Wikipedia lists them as coupé utilities...strange name), but I can't deny their death happened a long time ago. The only bitty truck like that to try recently, the Subaru Baja, sold very poorly. How much of that was a bungled launch/inferior product and how much of it was just a different car climate at the time is a bit ambiguous, but I can't fault carmakers for not offering them when the one who did met lackluster sales.

Hopefully though the downsizing trend continues and, if the mid-size Colorado revival meets success, we'll start seeing more of those bitty trucks around.

nellydesign > PelicanHazard 11/01/2013 at 08:00

0

Ford's new F150 is going to make the GM twins look like not very well thought out afterthoughts. But damn... that Colorado. If they had given the twins those looks, things might be different. I love that thing. More than the global Ranger and this coming from a Ford guy. It just looks... good. Now if they for sure bring the SUV version over as a new TrailBlazer things would get even more interesting. Nicer looking and more capable than any of the CUVs they currently have on offer.

nellydesign > kenhitch 11/01/2013 at 08:02

0

You're ugly as sin. And this is awesome.

John Carter > PelicanHazard 11/01/2013 at 08:36

0

IIRC, there were a lot of years when combined sales of the Silverado and Sierra outpaced F150 sales by a healthy margin (usually facelift years, to be fair), but splitting them up still allowed Ford to claim the #1 spot for the F150.

kenhitch > nellydesign 11/02/2013 at 18:32

0

I will fight you on the ridge at dawn