Ford is the Talk of the Auto Show

I discussed this before, but Ford‘s ($F) new F-150 is making waves at the Detroit Auto Show. The new line’s trucks are made out of alumuninum. They’re more expensive, but they are more fuel efficient.

From the AP:

Ford Motor Co. unveiled the 2015 F-150, whose body is 97-percent aluminum, on Monday. The lighter material shaves as much as 700 pounds off the 5,000-pound truck, a revolutionary change for a vehicle known for its heft and an industry still reliant on steel. No other vehicle on the market contains this much aluminum.

“It’s a landmark moment for the full-size pickup truck,” said Jack Nerad, editorial director for Kelley Blue Book.

The change is Ford’s response to small-business owners’ desire for a more fuel-efficient and nimble truck — and stricter government requirements on fuel economy. It sprang from a challenge by Ford’s CEO to move beyond the traditional design for a full-size pickup.

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Ford is taking a big risk. F-Series trucks — which include the F-150 and heavier duty models like the F-250 — have been the best-selling vehicles in the U.S. for the last 32 years; last year, Ford sold an F-Series every 41 seconds. Ford makes an estimated $10,000 profit on every F-Series truck it sells. Michael Robinet, the managing director of IHS’s automotive group, says the trucks account for about a third of the company’s revenue in North America — $80 billion in 2012.

“Anytime you make a change with that vehicle, it’s got to be well thought out, because you are really playing with the crown jewels of that company,” Robinet said.

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The 2015 F-150 goes on sale late this year. As for cost, Ford wouldn’t reveal prices, but its truck marketing chief Doug Scott says the F-Series will stay within its current price range even though aluminum costs more than steel. F-Series trucks now range from a starting price of $24,445 for a base model to $50,405 for a top-of-the-line Limited.

Pete Reyes, the F-150’s chief engineer, said Ford expects to make up the premium by reducing its recycling costs, since there will be less metal to recycle, and by slimming down the engine and other components, since they won’t have to move so much weight.

Aluminum is widely used on sporty, low-volume cars now, like the Tesla Model S electric sedan and the Land Rover Evoque. U.S. Postal Service trucks are also made of aluminum.

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Improvements in aluminum are also driving the change. Three years ago, for example, Alcoa Inc. — one of Ford’s suppliers for the F-150 — figured out a way to pretreat aluminum so it would be more durable when parts are bonded together. Carmakers can now use three or four rivets to piece together parts that would have needed 10 rivets before, Alcoa spokesman Kevin Lowery said.

And Ford is able to take more risks. When the F-150 was last redesigned, in the mid-2000s, Ford was losing billions each year and resources were spread thin. But by 2010, when the company gave the green light to an all-aluminum truck, Ford was making money again. Mulally, a former Boeing Co. executive who joined Ford in 2006, encouraged his team to think bigger. After all, it was Mulally who led early development of Boeing’s Dreamliner, which replaced aluminum with even lighter-weight plastics to be more efficient and fly further.

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Ford is convinced truck buyers will accept the change. The company says the new truck will tow more and haul more. The frame — which does most of that work — is still made of high-strength steel, and the engine doesn’t have to account for so much weight. It can also accelerate and stop more quickly. Aluminum doesn’t rust, Ford says, and it’s more resistant to dents.

Reyes says the company planted prototype F-150s with three companies — in mining, construction and power — for two years without revealing they were aluminum. The companies didn’t notice a difference.

Posted by on January 13th, 2014 at 9:43 pm


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