Filed under: Consumer experience, Ford Motor (F), Marketing and advertising
Ford (NYSE:F) is going through its worst sales period in over 20 years. Its flagship during most of that period has been its F-Series pick-up. The truck has sold like mad and it is highly profitable for the vehicle company.
The F-Series trucks are heavy and eat a lot of gas. According to The Wall Street Journal, “Ford has started searching for answers to a question it never used to pay much attention to: exactly who drives large pickups and why.”
Ford figures some of the people who purchase the pick-up don’t need it to haul things or tow things. They are people who want to look tough and have that working man image. The vehicle company is trying to find a way to keep these people although they could drop down to more fuel-efficient vehicles.
If gas hits $5, and it may, the probability that people will purchase pick-ups to be “cool” goes away very quickly and Ford will nearly certainly lose a lot more of its F-Series customers.
Of course, if gas hit $5, Ford has much bigger problems.
Douglas A. McIntyre is an editor at 247wallst.com.
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