Ford Motor Co. brought journalists from across the country to its scenic, secluded proving grounds in Romeo today to put the all-new 2009 Ford F-150 pickup to the test against competitors.
Along the backdrop of fall foliage, the crowd drove the F-150 and rival trucks, such as the all-new Dodge Ram, through the paces, towing 7,300-pound trailers, getting muddy in off-road courses and maneuvering through a variety of obstacles designed to show off Ford’s engineering prowess.
Ford is hoping its F-150, the best-selling truck in America for the past 31 years, will continue to impress journalists, who influence the purchasing decisions of countless consumers.
But Ford was making a special effort with visiting journalists from Texas, who later this week are slated to vote on the Texas Truck of the Year award -- a prestigious honor that is used in marketing throughout the Lone Star State, which is No. 1 in full-sized truck sales in America.
The state is so important that most automakers usually launch their new trucks in Texas.
Alan Gell, who writes for the Daily Oklahoman and votes in the Truck Rodeo hosted by the Texas Auto Writers Association, said it was no accident that Ford hosted the launch of the F-150 this week.
“They’re worried about losing,” Gell said of Ford after testing an F-150. He declined to say who he favored in the contest, but noted that the new entries this year, the F-150 and the Ram, are both much improved and impressive. Harold Gunn, president of the Texas Auto Writers Association, said Chrysler LLC, which owns the Dodge brand, and Ford have been ramping up their lobbying efforts with the Texas journalists to promote their new trucks.
“The Ram is the best Ram ever built,” said Gunn, who received the extra attentions of Ford’s top engineers throughout the day.
However, he noted that the F-150 is clearly the front-runner.
“The F-150 has always been the truck to beat, and it still is,” he said after testing the model at the Michigan track. “It’s a wonderful truck.”
No matter who wins the Texas contests, Michael Levine, founder and president of PickupTruck.com, said the fight for truck buyers is more intense than ever.
In the past, that fight has been about who can tow or haul the most, and Ford’s new truck can pull an industry-leading 11,300 pounds and haul 3,030 pounds.
During the event, journalists from across the country were squabbling over which truck was the best, focusing on specific areas, such as the rear suspension system.
The F-150 uses a leaf spring system that Ford said is superior, while the Ram has moved to a coil spring system that Dodge said provides a smoother ride. Despite those debates, Levine said, the F-150 distinguishes itself with innovative new features, such as steps to assist entry into the pickup bed, and smart technology such as Ford Works. That is a technology suite that helps drivers keep track of their valuable equipment with sensors, to secure property with a Master Lock cable, to access the Internet from the cabin of their truck and to manage a fleet of trucks, among other features.
“That’s a game changer,” Levine said, noting that nobody offers anything like it. “I’d be willing to give up some comfort and capability for that.”
Ford, which has posted an $8.6-billion loss through the first half of the year, could definitely use an edge.
Sales for the F-Series pickup line are down 26.9% through September as consumers seek out more fuel-efficient models, and the vehicle remains a critical one for Ford. More than a quarter of the company’s sales are from the F-Series.
Along the backdrop of fall foliage, the crowd drove the F-150 and rival trucks, such as the all-new Dodge Ram, through the paces, towing 7,300-pound trailers, getting muddy in off-road courses and maneuvering through a variety of obstacles designed to show off Ford’s engineering prowess.
Ford is hoping its F-150, the best-selling truck in America for the past 31 years, will continue to impress journalists, who influence the purchasing decisions of countless consumers.
But Ford was making a special effort with visiting journalists from Texas, who later this week are slated to vote on the Texas Truck of the Year award -- a prestigious honor that is used in marketing throughout the Lone Star State, which is No. 1 in full-sized truck sales in America.
The state is so important that most automakers usually launch their new trucks in Texas.
Alan Gell, who writes for the Daily Oklahoman and votes in the Truck Rodeo hosted by the Texas Auto Writers Association, said it was no accident that Ford hosted the launch of the F-150 this week.
“They’re worried about losing,” Gell said of Ford after testing an F-150. He declined to say who he favored in the contest, but noted that the new entries this year, the F-150 and the Ram, are both much improved and impressive. Harold Gunn, president of the Texas Auto Writers Association, said Chrysler LLC, which owns the Dodge brand, and Ford have been ramping up their lobbying efforts with the Texas journalists to promote their new trucks.
“The Ram is the best Ram ever built,” said Gunn, who received the extra attentions of Ford’s top engineers throughout the day.
However, he noted that the F-150 is clearly the front-runner.
“The F-150 has always been the truck to beat, and it still is,” he said after testing the model at the Michigan track. “It’s a wonderful truck.”
No matter who wins the Texas contests, Michael Levine, founder and president of PickupTruck.com, said the fight for truck buyers is more intense than ever.
In the past, that fight has been about who can tow or haul the most, and Ford’s new truck can pull an industry-leading 11,300 pounds and haul 3,030 pounds.
During the event, journalists from across the country were squabbling over which truck was the best, focusing on specific areas, such as the rear suspension system.
The F-150 uses a leaf spring system that Ford said is superior, while the Ram has moved to a coil spring system that Dodge said provides a smoother ride. Despite those debates, Levine said, the F-150 distinguishes itself with innovative new features, such as steps to assist entry into the pickup bed, and smart technology such as Ford Works. That is a technology suite that helps drivers keep track of their valuable equipment with sensors, to secure property with a Master Lock cable, to access the Internet from the cabin of their truck and to manage a fleet of trucks, among other features.
“That’s a game changer,” Levine said, noting that nobody offers anything like it. “I’d be willing to give up some comfort and capability for that.”
Ford, which has posted an $8.6-billion loss through the first half of the year, could definitely use an edge.
Sales for the F-Series pickup line are down 26.9% through September as consumers seek out more fuel-efficient models, and the vehicle remains a critical one for Ford. More than a quarter of the company’s sales are from the F-Series.
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