Jim Farley had some interesting comments lately:
“The reality is, though, the full-size truck market is in two different markets and they’re almost completely different,” Ford CEO Jim Farley stated during the recent Wolfe Research Auto, Auto Tech and Semiconductor Conference. “You have the Ram price zone and then you have the Ford/GMC price zone. And, as Ram suffered, GMC has done a great job as Ford has gotten some market share. We’ve had four years in a row of revenue increase. A lot of it is because of Ranger, but also to that. We’ve managed the high-end mix really well between Super Duty and F-150.”
“And we think that, people who really want the newest trucks, really want Pro Power Onboard, the newest Super Duty, the Platinums, the commercial people want the cab chassis versions. That market is very strong right now. It’s really strong. The commodity part of the market, someone who’s on a budget and is going to buy an XL or an XLT F-150, but they’re really looking at Ram and Silverado. Yes, I think there’s going to be a lot of price pressure. And there always has been. The good news is that we invested. We have a brand-new F-150 and a brand new Super Duty.”
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I completely agree about the two different markets comments. Also, interesting to read the part about how strong the market is. I thought a certain YT channel said the market was going to crash in 2025. Or was that the video they did in 2024? Maybe it was the 2023 video...
“The reality is, though, the full-size truck market is in two different markets and they’re almost completely different,” Ford CEO Jim Farley stated during the recent Wolfe Research Auto, Auto Tech and Semiconductor Conference. “You have the Ram price zone and then you have the Ford/GMC price zone. And, as Ram suffered, GMC has done a great job as Ford has gotten some market share. We’ve had four years in a row of revenue increase. A lot of it is because of Ranger, but also to that. We’ve managed the high-end mix really well between Super Duty and F-150.”
“And we think that, people who really want the newest trucks, really want Pro Power Onboard, the newest Super Duty, the Platinums, the commercial people want the cab chassis versions. That market is very strong right now. It’s really strong. The commodity part of the market, someone who’s on a budget and is going to buy an XL or an XLT F-150, but they’re really looking at Ram and Silverado. Yes, I think there’s going to be a lot of price pressure. And there always has been. The good news is that we invested. We have a brand-new F-150 and a brand new Super Duty.”
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I completely agree about the two different markets comments. Also, interesting to read the part about how strong the market is. I thought a certain YT channel said the market was going to crash in 2025. Or was that the video they did in 2024? Maybe it was the 2023 video...
