By John Fossen
DEARBORN--The new 2011 Ford F-Series Super Duty is off to a fast start. About 3,700 new Super Duties were sold in April--more than double the number anticipated. Through April, F-Series' sales were up 30 percent, far outpacing the overall full-size pickup segment. Ford Truck Marketing Manager Doug Scott recently fielded questions about Ford trucks during a live chat on TheFordStory.com. Below are excerpts from those exchanges.
Q: Truck quality and performance are always major considerations. How is Ford continuing to stay ahead of the pack in this area, especially in the larger truck class?
A: Our watchword is continuous improvement in all aspects. We spend an incredible amount of time and effort analyzing customer survey feedback and conducting focus group discussions and face-to-face meetings, looking for opportunities to give our customers a better product. Additionally, at the manufacturing level, better design, CAD, CAE and a dedication to being the best have helped us achieve our current position of having the best quality in the industry. Obviously, you don't get to be the best-selling truck in America for 33 consecutive years if you aren't delivering a durable, reliable, high-quality product.
Q: I read the new Ford F-250 with the diesel engine was (averaging) 28 mgp. Is that possible?
A: The fuel economy on all models of the 2011 Super Duty is 18% better than the previous model. Some versions, such as the F-450, boast up to 40% improvement. Every day, we are hearing that customers are getting in the 20's. When we did our media drive in Arizona a few months ago, we had an 80 mile fuel economy challenge, and one journalist actually got over 34 mpg.
Q: When will we see a diesel engine in the F-150?
A: EcoBoost is going to deliver one of the main benefits offered by diesel--much improved fuel economy. In our other vehicle lines where EcoBoost is presently available, it is producing up to 20% better fuel economy.
Q: How do you feel about the new Chevy truck coming out?
A: Since they are upgrading the front suspension and the Duramax diesel, I expect that it will be a more formidable competitor than the 2010 Silverado HD. We're anxious to get our hands on one and really see what it can deliver.
Q: What are your thoughts about Chevy waiting until after Ford announced its (key performance and capability numbers) to announce theirs, trying to one-up you?
A: We are always looking to improve our F-Series products to better address the needs of our loyal customers. As we like to say around here--The Best Never Rest!
Q: I thought Dodge was bold to switch to coil springs for their 1500. What are your thoughts on that?
A: Bold, but not meeting the needs of the capability-oriented buyer who comprises the majority of today's full-size pickup customer. It shows up in their declining market share performance.
Q: Are there any plans to bring back the Lightning?
A: We're always evaluating market opportunities. Right now we're focused on maximizing our presence in 0ff-road performance with the F-150 SVT Raptor 6.2L V-8.
Q: The Raptor is a really nice looking truck. Are there any plans to make a four-door version?
A: Yes. We will offer an F-150 SVT Raptor SuperCrew for the 2011 model year.
Q: What does the future hold for the Ranger? Is a midsize truck possible?
A: No new news here. We will continue to offer the Ranger through the end of 2011.
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