Ford (F) is about to release the latest version of its F-150 pick-up. Based on some data, the light truck has been the No.1 selling vehicle in the US for three decades. As is truck with most full-sized pick-ups, the product is extremely profitable on a per unit bases for the No.2 US car company.
A new version of the F-150 is not likely to do Ford much good and its is tough news that the company needs the truck to be successful for the company’s turnaround to succeed. Reuters quoted one source as saying "It’s their most important product, the product they make their most money on," said Global Insights analyst Rebecca Lindland. "It’s a vehicle that is very vital to their financial health."
The new F-150 faces a two-front war. High fuel prices and a weak economy are making vehicles with low gas mileage unattractive. Many car buyers will put off buying new products while GDP growth is flat or down.
Also, Toyota (TM) has come into the market with a full-size pick-up. So has Honda (HMC). GM (GM) and Chrysler already have big footprints in the business.
None of that is good for Ford.
Douglas A. McIntyre
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