Ford: Pickup Buyers Ready to Embrace Aluminum F-150

DANIELS, WV – Ford’s truck marketing manager says he isn’t surprised by a recent survey indicating most pickup owners will embrace the upcoming aluminum-intensive ’15 F-150.

According to a UBS research report, 43% of 800 pickup owners surveyed say the use of aluminum made them more likely to buy the truck, while less than 12% of owners were less likely to purchase an F-150 because of the material.

Interest in the truck is particularly high among consumers intending to buy a pickup within the next 12 months, with 52% indicating they are extremely likely to consider the F-150. With the new model debuting in the fourth quarter, the survey results could prove positive for Ford.

Doug Scott, Ford truck marketing manager, says the automaker in 2009 and 2010 began conducting its own research on consumer attitudes toward aluminum and found 80% of respondents were accepting of the material.

“Before we approved the ’15 F-150 program, we had some work streams to address, including customer acceptance, repairability, manufacturing and material availability,” he tells WardsAuto during a media event here. “We did a lot of research, and others did (too), like (aluminum producer) Alcoa.”

Scott says most consumers surveyed were not put off by aluminum, having already been exposed to the benefits of the lightweight material in items such as toolboxes, ladder racks and second-unit bodies on chassis cabs and semi-trailers.

“They know those applications of aluminum are not just for lightweighting, but for high-strength, so they get it,” he says. “They said, ‘We’re not interested in material, we just want a better truck. And if aluminum alloy enables a better truck, we’re all for it.’”

The base-model ’15 F-150 XL will sticker at $26,615, including a $1,195 destination and delivery charge, an increase of $395 compared with the current model year. The top-of-the-line Platinum model will start at $52,155, which is $3,055 more than the outgoing version.

The UBS survey shows respondents are willing to pay a premium of $3,138 for the aluminum-bodied truck. If that holds true, F-150 sales should hold their own in the ultra-competitive fullsize pickup segment.

Last year, F-150 sales rose 20.4% compared with like-2012 to 511,457, according to WardsAuto data. Through June, deliveries fell 1.8% to 243,606.

Scott says the changeover to the new F-150 is proceeding as planned and is pleased with the performance of the current F-150 in the face of newer products from competitors.

“We have the oldest truck in the segment, but the lowest incentive spend and the highest average transaction prices, which is a little bit of an oddity,” he says. “That’s mainly because with the big gap between the Dearborn and Kansas City (assembly plants) changeovers, there’s no incentive for us to sell more quickly and be out of inventory later (while) we’re ramping up the new truck.”

Although the UBS study suggests the ’15 F-150 will be well received, such a major transition from a largely steel-bodied truck to one made of aluminum is not without risks, especially for a volume product such as the F-150.

But Ford’s move has caught the attention of competitors. Scott cites a recent report suggesting other automakers are considering aluminum-intensive products to meet looming fuel-economy and emission regulations.

“Right after (the F-150) reveal, not even a week, stories were out that (General Motors) had entered into supply agreements for its next-gen truck,” he says. “Since, we’ve heard more comments about Chrysler considering (aluminum) for Jeep products.

“We’re not surprised, especially given our leadership position, that others would look and say, ‘That’s where we need to be if we’re going to be competitive.’”

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