Ford Authority

Ford COO Jim Farley Says Buyers Are Happy To Pay For New 2021 F-150 Tech

As is usually the case with an all-new vehicle, the 2021 Ford F-150 is packed with the latest technology options. The rate at which vehicular tech has advanced in recent years is simply mind-boggling, but if one thing is abundantly clear, it’s that buyers love these features. Consumers continue to happily pay a premium for this content, and Ford COO Jim Farley reiterated that fact in regards to all the new 2021 F-150 tech when he appeared on a recent episode of CNBC’s Squawk Box.

“This is content people want and are more than willing to pay for,” Farley said. “People are happy to pay if the product is more productive.” Needless to say, the 2021 F-150 is packed with new an innovative features. That includes things like Trailer Reverse Guidance and Pro Trailer Backup Assist, an all-new 12 inch center screen, optional 12 inch digital gauge cluster, Max Recline Seats, the all-new 3.5L PowerBoost full hybrid V6, over-the-air updates, and Pro Power Onboard.

This slew of modern 2021 F-150 tech extends to the safety side of things as well. The new pickup offers a host of new driver-assist features as part of Ford Co-Pilot 360 2.0. XL models now come with Pre-Collision Assist with Automatic Emergency Braking and Pedestrian Detection, rearview camera with dynamic hitch assist, auto high-beam headlamps, and auto on/off headlamps.

The new F-150 also features 10 new driver-assist features and is the only pickup to offer Active Drive Assist, which allows for hands-free driving on more than 100,000 miles of divided highways in all 50 states and Canada. Its driver-facing camera tracks head position and driver eye gaze to
enable hands-free driving when available. It also allows owners on certain sections of pre-mapped,
divided highways to drive with their hands off the steering wheel, if they continue to pay attention to the road ahead.

Ford hasn’t announced pricing for the new F-150 just yet, but it’s expected to cost slightly more than the outgoing 2020 models which feature base pricing that ranges from just under $30,000 to nearly $70,000, depending on the trim level and configuration. According to auto research firm Edmunds, the average price paid for an F-150 this year is more than $49,000, and that only figures to increase moving forward.

The F-Series is a critical component of Ford’s success, as the automaker generated $42 billion in revenue from the sale of 900,000 units in 2019 alone. That dollar figure made the F-Series second only to the Apple iPhone in branded consumer sales last year.

The ever-increasing cost of new trucks is a big point of contention with traditional truck buyers, but it hasn’t stopped prices from climbing steadily. Nor will it stop buyers from lining up to pay for all this fancy new technology, apparently.

We’ll have much more on the new F-150 in the coming days, so be sure and subscribe to Ford Authority for the latest Ford F-Series news, Ford F-150 news, and continuous Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Thomas Wagner

    Not everybody is excited about the new technology. You would think all this accident avoidance stuff would reduce insurance premiums, but that is not the case. I recently looked at the new Chevy TrailBlazer which comes with all this tech. My insurance would go up 60%, I spoke with my agent and he said that with all this new tech the repair costs are through the roof.

  2. Michel Roy

    I will not say that i am happy to pay more. But if it is reasonnable i’m ok to pay for what i want and mostly what i can choose from a bunch of options.

  3. Roy Chiles

    Too Badd Jim Farley don’t have the same Confidence and Enthusiasm for Lincoln when building a real American Luxury FlagShip Sedan aka Continental. The Sedan car market isn’t dead just the people who are running the companies. Who want too Shove SVU and Trucks down America people throat because they make more money with them. True is you can make money in all markets if you build what the buying Public wants

  4. John Baker

    Ford is thinking customers are willing to pay for new technology while reducing the basic features on there autos such as the 2021 f150. This is my last ford purchase! Good luck!


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