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Ford Fighting Pick Up Truck Wars

It's been said here a dozen times, #pick up trucks are hot right now. Pent up demand and exciting new models have trucks flying off dealer lots. The market is booming and manufacturers all want a larger share of this segment that delivers to them very generous margins. Autumn is traditionally pick up truck season. Football has started, and it's the time that manufacturers roll out their promotional campaigns.

#Ford has been the market leader for a long time, selling more full sized trucks with it's F series than the others. They are the one to beat, and the others are hard at work launching redesigned models. GM's new 2014 Chevy Silverado went on sale this summer, and Chrysler's RAM 1500 was front and centre during the last auto show season.

As of the end of August, Ford's F series was holding strong with 39.4 percent of the truck market, but they definitely have a fight on their hands this fall, to maintain their reign. This is turf that Ford intends to defend vigorously. Having the most popular vehicle in the country (United States) is of enormous benefit to them.

Since Ford's trucks are currently the oldest in the segment, they are in a defensive position, at least until they are able to launch the next generation of F series pick up trucks, their 2015 models in the second half of 2014. Unable to defend their position with new products, #Ford will rely on incentives. In Texas, the top battleground for trucks where one in six are sold nationally, incentives are much higher than elsewhere. Some dealers there have advertised as much as $12,000 in savings on Ford F-150 trucks. Chevy too is offering generous incentives and bonus packages.

General Motors is definitely benefiting from the timing of their release of the Silverado, but Ford's fans are loyal; many will hold out and either wait for the redesigned 2015s, or jump on deals being offered on current models. Ford can offer larger incentives on their 2013 models than their rivals can on 2014s.

In addition to incentives, Ford has new variations in it's 2014 line-up, including an STX Crew Cab in the lower end of the price range, and an upscale Tremor sport truck. The manufacturer is broadening it's offerings to include more in the sub $30,000 range.

Whoever wins, this very profitable market is great for the Detroit Big 3, as it's firmly their turf to own, with very few entrants coming from Asian manufacturers.

By Linda Aylesworth - autoExpert.ca

 

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