Ford engineers describe the 2021 F-150 as the toughest, most productive and most powerful pickup in its class — designed with its millions of loyal consumers at the center.
"Ford took very few risks with this truck, changed very little. They tuned it," said Eric Noble, one of the world's top automotive design consultants. "They didn't need to take big risks."When you're the top-selling pickup truck since the beginning of time, no one demands big change, said Noble, president of The CarLab in Orange County, California.
"It's really about customers who keep America moving," Jackie DiMarco, director of Ford truck strategy, told the USA TODAY Network's Detroit Free Press."The truck team really stepped back and got very deep with the customers. We really spent a lot of time learning how they use their trucks, learning some of the pain points they have … that they find workarounds. We've been able to incorporate so many of those learnings into this truck.
"These are hard-working people. They use the truck as a sanctuary during the day," said Kumar Galhotra, Ford president of the Americas and International Markets Group. Intuitively understanding habits and needs is one thing; seeing the situations in real life is another completely, he said. Having power for a table saw also means having power for tailgating parties, to run a TV or refrigerator or cooking equipment, said DiMarco, a mother of twin teenagers who lives in Ann Arbor, Michigan, and understands the value of tailgate parties."People are making their own solutions. Now they don’t have to think through that and they can really plug right in."
"When I attend ag meetings around the country, I see a majority of vehicles that are F-Series," Machado said.The unveiling of the latest F-150 comes at a crucial time for Ford. It continues to be the market leader, but both Chevy Silverado and Ram Trucks have been aggressively working to eat away that advantage.
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