While Ford's Ranger is enjoying a newfound market leadership in South Africa, its bigger F-150 brother has been sales king in the USA for decades. While it's one thing to succeed chasing traditional pick-up buyers, Ford has far snootier ambitions with its latest edition, just released stateside.
The 2016 Ford F-150 Limited will go on sale later this year, and will be a step up from the company's current top-of-the-line pickup, the F-150 Platinum. This new luxury version of the F-150 could command prices above $60 000 (R744 000), answering growing demand from US buyers for trucks that could substitute for a higher end German sedan.
Low fuel prices along with better fuel economy have boosted demand for feature-laden duty trucks and large SUVs which are helping the bottom lines for the three Detroit carmakers.
The F-150 Limited comes standard with 'multi-contour massaging seats' upholstered in Mojave leather as well as a 10-speaker Sony sound system with HD Radio, remote tailgate release and a 360-degree camera system. The vehicle is powered by a 3.5-litre EcoBoost V6 engine that's good for 272kW and which is mated to a six-speed automatic gearbox. Four-wheel drive is optionally available.
LUXURY IS BIG BUSINESS
Luxury pickups have gotten the bean counters cheering at America's 'big three' carmakers.
In June, half of the new F-150 pickups sold by Ford were of its three existing premium models - Lariat, King Ranch and Platinum. The lowest-priced Lariat is more than $40 000 (R496 000), and depending on the options taken, an F-150 Platinum can top $60 000.
The average price US consumers paid for full-sized pickups in the first half of this year was $42 429 (R526 000), nearly 30 percent, higher than in the first half of 2009, according to industry sales website and consultant TrueCar Inc.
Ford has said its North American operating profit margin for this year will be as much as 9.5 percent, largely linked to the profits from its F-Series pickup trucks, which has been the best-selling model in the United States since 1982.
Of course, the F-150 is not planned for South Africa at this stage, but we are getting an upgraded Ranger at the end of this year - click here for more on that one.
IOL & Reuters