Ford’s F-150 Winning Over Public Opinion

The aluminum-based F-150 landed to strong reviews from the automotive press, but what really matters is how the public receives it. What’s the opinion so far? Based on both sales data and anecdotal vendor evidence, people are quite pleased with what aluminum can do. From Louisville Business First:

The company said retail sales of its F-Series pickup trucks were up 7 percent. It said the F-150, which features a standard new aluminum body this model year, was the fastest-turning vehicle on dealer lots.

To get some perspective on this, I had a conversation with Greg Howell, sales consultant at Carriage Ford in Clarksville. He said customers he’s spoke to about the aluminum truck are both knowledgeable and excited about them.

Many Carriage customers have owned Fords previously and are familiar with the changes to the body. He said if they do have questions, it’s usually about body work — as some are wondering whether getting an aluminum body will increase the cost of repairs. Ford has done a pretty good job with explaining to customers that the aluminum is more dent resistant, he said. He also said repairs do not cost more because Ford has sent plenty of military grade aluminum to dealerships and provided training on working with it.

Of course, sales data really only matters over the long haul but you’d definitely rather start strong to build buzz and word of mouth. It looks like the F-150 is doing its part there, and we’ll know more in a few months when Ford evaluates the first half of the fiscal year.

2015-06-18T15:33:03+00:00 March 6th, 2015|