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Presentation given at the media forum at the Allen Park test lab on September 18, 2008 to discuss pricing, capability and fuel economy of the new Ford F-150 trucks.
2009 FORD F-150
TRUTH ABOUT TRUCKS
THE MARKET
THE CUSTOMER
THE PRODUCT
GEORGE PIPASU.S. SALES ANALYST
THE MARKET
TRUTH ABOUT TRUCKS
Preparing For Launch
Dearborn Truck Plant
Quality training
Supplier and dealer feedback
Validation builds
Customer Research
Dealership Sell-Down
130,000 units in May
90,000 units in August
50,000 units in November
10.7%9.2%
11.0%
29.6% 29.3%
25.3%
18.3%18.9%19.7%
22.3%25.8%
20.3%
15.2%14.0% 13.6% 13.6%
8.6%
Small Car
Full-Size Pickup
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Full-Size Pickup Segment Share Trend
Trend of Full-Size Pickup Sales
Memo:
% of New
Vehicle Sales12.3 13.4 13.2 14.0 14.7 14.5 13.4 13.4 11.6
Millions
Fcst.
2008 Truck Sales Leadership
BRAND SALES +/-
359, 097 -
320,074 +39,897
175,246 +184,725
107,330 +252,641
27,028 +332,943
2008 August Year-to-Date
THE CUSTOMER
TRUTH ABOUT TRUCKS
DOUG SCOTTTRUCK MARKETING MANAGER
F-150 Strengths
Largest customer base: 9 million strong
Strongest brand
Highest mix of commercial business
Most Buyers Intend To Stay in Segment
Not Sure
Some Other Type of
Vehicle
Definitely/Probably
Another Pickup
NEW 2009 F-150TOWING
2009 F-150 Best-in-Class Towing
11,300
10,800
9,100
8,900
MAXIMUM TRAILER TOW BY CAB (pounds)
11,300
10,700
10,600
8,800
11,300
10,600
10,400
8,700
2009 F-150 Best-in-Class Towing
6,0005,300
5,100
3,800
MAXIMUM TRAILER TOW BY ENGINE (pounds)
9,500
8,500
7,600
7,200
11,300
10,800
10,700
9,100
NEW 2009 F-150PAYLOAD
2009 F-150 Best-in-Class Payload
3,030
1,990
1,850
1,842
MAXIMUM PAYLOAD BY CAB (pounds)
2,650
1,790
1,755
1,737
1,7601,680
1,652
1,650
NEW 2009 F-150
2009 F-150 2009 Silverado 2009 Ram
XLT 4x2 LT1 4x2 SLT 4x2
SuperCab Extended Cab Quad Cab
Base Price MSRP $28,185 $27,175 $29,475
D&D 975 975 900
Total Base Price $29,160 $28,150 $30,375Standard Equipment
Safety Air Curtain Yes Optional Yes
Side Air Bags Yes Not Available Yes
Roll Stability Control Yes Yes Yes
Trailer Sway Control Yes Not Available YesEasyFuel Capless Fuel-Filler Yes Not Available Not Available6-speed Automatic Transmission Yes Optional Not Available
V-8 Engine Yes Yes Yes
Price including optional Equipment $29,160 $30,320 $30,375F-150 +/(-) Competition ($1,160) ($1,215)
2009 F-150 SuperCab: Best Price
2009 F-150 SuperCrew: Best Price
2009 F-150 2009 Silverado 2009 Ram
Lariat 4x4 LTZ 4x4 Laramie 4x4
SuperCrew Crew Cab Crew Cab
Base Price $37,990 $40,075 $43,240
D&D 975 975 900
Total Base Price $38,965 $41,050 $44,140Standard Equipment
Safety Air Curtain Yes Optional Yes
Side Air Bags Yes Not Available Yes
Roll Stability Control Yes Yes Yes
Trailer Sway Control Yes Not Available Yes
EasyFuel Capless Fuel-Filler Yes Not Available Not Available
6-speed Automatic Transmission Yes Yes Not Available
V-8 Engine Yes Yes Yes
SYNC Yes Not Available Not Available
Class IV Towing Yes Yes Optional
Price including optional Equipment $38,965 $41,765 $44,475F-150 +/(-) Competition ($2,800) ($5,510)
TRUTH ABOUT TRUCKS
#10 Design
New F-150 offers:
90 years of truck design and engineering expertise
Tougher new exterior with Super Duty-inspired grille and power dome hood and muscular wheel arches
7 distinct trim series, including new Platinum
35 configurations: 3 cabs, 7 series, 4 box lengths/styles
13 exterior colors (6 new) and available two-tone paint (3 colors)
13 wheels (11 new, including four 20-inch wheels)
4 running boards, including segment-first power running boards
#9 Technology
New F-150 offers:
SYNC
Next-generation navigation with SIRIUS Travel Link
SIRIUS Satellite Radio
Sony premium audio system
Ford Work Solutions
In-dash computer
Tool Link
Crew Chief
Cable Lock
EasyFuel capless fuel-filler system
#8 Payload
New F-150 offers:
Best-in-class standard payload for all cab types
Best-in-class maximum payload of 3,030 pounds
Class-exclusive box side step
Class-exclusive tailgate step
Strongest cargo management system
Class-exclusive Cable Lock
Best-in-class cargo box volume
Class-exclusive mid-box
#7 Safety/Security
New F-150 offers:
Safest F-150 ever with the most comprehensive safety features of any full-size pickup
NHTSA 5-star
IIHS Best Pick
Standard safety canopy system with second-row side curtain air bags and rollover sensor
Standard patented K-shaped side air bags
Standard AdvanceTrac with RSC - exclusive two gyroscopic rate sensors
Personal Safety System
Belt Minder
SecuriLock passive anti-theft ignition system
SOS Post Crash Alert System
Side Intrusion Door Beams
Boron steel reinforced B-pillar
Integrated Trailer Brake Controller
New passenger safety cage with ultra/high-strength steel
Industry first use of tubular high-strength steel in continuous A-pillars/roof rails
Lighter, stronger fully-boxed frame with collapsible front horns
SecuriCode Keyless entry keypad
#6 Refinement
New F-150 offers:
Quietest F-150 ever
Quiet Steel and 720 degrees of quiet
Reduced idle speed and vibration
Outboard mounted shocks
Widest rear leaf springs also 6 inches longer
#5 Interior
New F-150 offers:
SuperCrew stretched 6 inches – best-in-class passenger volume
Segment-exclusive flat load floor – SuperCrew/SuperCab
All new “active comfort” seats
One-touch up rear seat on SuperCrew
More than 30 interior storage areas
Segment-first heated and cooled seats
Lockable center console
#4 Towing
New F-150 offers:
Best-in-class 11,300 pounds on all 3 cab configurations
Standard Trailer Sway Control
Integrated trailer brake controller
Tow Haul mode
Trailer tow mirrors
Reverse camera system
#3 Fuel EconomyNew F-150 offers:
Unsurpassed fuel economy with 4.6-liter, 3-valve SFE package:
15 mpg city / 21 mpg hwy
Unsurpassed average fuel economy: 4 mpg better than
some Tundra configurations
Best-in-class aerodynamics: new front spoiler, integrated
rear spoiler
New 6-speed auto transmission
Reduced idle speeds
Engine control upgrades
Integrated rear spoiler in tailgate
Open-valve injection
Lightweight, ultra-high-strength steel
#2 Value
New F-150 offers:
XLT SuperCrew offers $1,000 more value versus
previous model
Lariat SuperCrew starts at $35,820, more than $5,000 less
than comparably equipped 2009 Dodge Ram
All 2009 F-150s equipped with more standard safety features
than any other truck on the market
#1 Durability/Quality/ReliabilityNew F-150 offers:
Built Ford Tough
More trucks with greater than 250,000 miles than any other
manufacturer
Strongest frame
Fully Boxed frame and cross members,
more high strength steel
Consumer Report’s “Recommended Buy”
Consumer Reports 2007 Annual Car Reliability Survey
“Most Reliable”
Consumer’s Digest 2008 Automotive Best Buy, Truck Category
Strategic Vision 2007 Total Quality Index, Segment Winner
THE PRODUCT
TRUTH ABOUT TRUCKS
MATT O’LEARYCHIEF ENGINEER
2009 Ford F-150 Fuel Economy
8 percent average improvement on entire F-150 lineup
12 percent improvement on highest-volume 5.4-liter V-8 models
Up to 100 pounds lighter with lightweight ultra-high-strength steel
Best-in-class aerodynamics
Cab chamfering
Wider tailgate surface
Front bumper valence, spoiler design
More efficient powertrains
New 6-speed transmission
Open valve injection on V-8 engine
Automatic deceleration fuel shut-off
2009 Ford F-150 Superior Fuel Economy (SFE)
SuperCrew 4x2
XL and XLT
4.6-liter, 3-valve V-8
6-speed A/T
3.15 rear axle ratio
18-inch chrome clad aluminum wheels
Low rolling resistance tires
7,500 pounds
15 mpg city / 21 mpg highway
2009 FORD F-150