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URL:  http://boards.fool.com/the-most-interesting-question-was-on-f-series-an-30541010.aspx

Subject:  Re: Detailed Ford Presentation Date:  2/13/2013  6:08 PM
Author:  TMFBreakerRob Number:  17416 of 18154

The most interesting question was on F series. An analyst pointed out that Ford and GM are on dramatically different paths with their new truck programs. GM's emphasis is on the commercial buyer, concetrated on affordability and reliability. Ford's is on higher end product, with more technology and features. Why such a dramatically different view of the future for the segment?

They did emphasize that the Atlas is a concept vehicle, and that needs to be taken into consideration when using it as a paradigm for their direction. However, they did also admit that their strategy is to the high end and that they're only following what their cutomers are buying. EcoBoost take rate is exceptionally high. Options packages are running toward the high end. The market is telling them that customers want these high end features and are willing to pay for high mileage, high content trucks. To directly quote: "our bet is consistent with where we see our customers."

So, this does seem to be a differentiator between Ford and GM; one that even they acknowledge. It should be interesting to see which strategy wins out.
-- Peter

Thanks for the added detail, Peter.

That's a pretty interesting situation. As I've read online forums, there is a lot of lamenting that cheap pick-ups are disappearing, yet Ford's point that they're supplying to customer demand is a good point as well. Generally, the forums seem to be looking for a *really* cheap entry level vehicle. Perhaps these people will shift to buying used, another OEM may come in with a stripped cheapo vehicle.... or maybe those folks will realize they can live without a pick-up after all. Those are viable alternatives for a lot of folks..... who will have to take what they can get.

I'm a bit leery about leaving the low price market with the end of the Ranger, but it's certainly nice that Ford is picking up so many sales at the high end.

Rob
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