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