Ford calls it “a truck offensive.” Industry watchers suggest it’s more “spin.” In any event, Ford dealers are being hit with 144,000 new F-150s. In a press release, Ford says it is “now shipping the all-new Ranger and Ranger Raptor, new F-150, F-150 PowerBoost Hybrid, F-150 Raptor, and F-150 Lightning, and assembled 144,000 of the new trucks in the first quarter.” Why Ford’s truck offensive—why ship just now?
“Problematic software” glitch shelves trucks for months
The details are buried deep in the Ford press release: “When developing these new truck models, Ford enhanced quality processes and applied learnings from the Super Duty launch last year.” What did Ford “learn” that caused them to hold back on shipping out 144,000 trucks? “Using 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. Engineers updated the problematic software before any trucks left the plant,” says the official release.
Did “meh” response on electric vehicles lead to EV truck price cut?
Ford will also start pushing electric pickups out the door. The F-150 Lightning electric trucks have been held up since February. Perhaps a “meh” response of buyers of electric vehicles in general has caused a bit of a fire sale. Last week Ford cut prices of some variants of the Lightning by as much as $5,500.
Ford’s truck offensive—tested Blue Ovals lead the charge
Oh, in a “by the way” note from Ford with reference to those 144,000 combatant trucks in the “invasion” they noted that while poking around in the back lot storage area, “the Ranger Raptor launch team spotted a cosmetic issue on the hood of the truck that made it appear as though there was a dent.” Not a real dent, mind you, just a looks-like-a-dent. Ford’s spiff-‘em-up team “moved quickly to add handling aids to provide support for the hood throughout the manufacturing process and made design changes to stiffen the character lines.”
The Brits may have a “stiff upper lip,” but Ford now has a “stiff upper hood.” And if you’re worried someone might find fault with the famous Ford “Blue Oval” badge on the front end, take heart. Ford says its warrior-like pickups come equipped with battle-tested Blue Ovals. Soaked for 20 minutes in water, the medallions then get shoved in a freeze chamber at “temperatures as low as -40 degrees Celsius for four hours.” Proof that those cold winters won’t compromise the integrity of the Ford trademark. Look out Dodge and Chevy, Ford’s truck offensive is rolling out—bright and shiny.
##RVT1153b
Where’s my Maverick? Ordered July 17. No word yet.
time to switch by the time you get it it will have a years depreciation
Thank you, Russ and Tina! 🙂 This information is a bit amusing and a bit, … hmm, … something else, but I’m not sure how to characterize it. 🤔 Judging from the vehicles that fly past our driveway on a typical day, I am beginning to think that everyone remotely willing to buy a truck now has one. If mostly true, then a $5,500 discount is a bit short of the necessary discount of MSRP to get some of these drivers into a newer and different truck. Thanks again, Russ and Tina, and safe travels! 🙂
What about the UAW strike? That might have had just a tad bit to do with the delay.
Yeah, that discount needs about a 3 in front of it. As far as EV’s are concerned, “Meh” is about the most generous assessment I’d give them. Just one more useless exercise in political correctness like ethanol in gasoline.
I own a 2020 Ford F-150 Lariat with the 2.7L engine. To my total astonishment, I LOVE the engine. It’s awesome. But, I might not buy another Ford truck because Ford’s technology is absolutely worst in class. And any concerns/complaints fall squarely on dead ears at Ford. They can’t even get their monthly vehicle check-ups to work properly. So, I’m just one opinion, but I figure the quicker they can saturate the market before folks begin to realize some of the problems. I love a truck and can’t imagine being without one but I will seriously consider other makes before my next truck purchase. And Ford brought it all on themselves, sadly.