It’s no secret that new vehicle prices have soared to lofty heights over the past few years, a trend spurred by supply chain challenges, resulting in production issues, which – coupled with strong demand and an increase in terms of tech in newer vehicles – has resulted in a major decline in affordability. Ford is well aware of this, and is currently focused on making more affordable models and trims. The automaker also lowered the prices of select 2025 Ford F-150 trim levels, but it seems as if new truck shoppers are still looking at other brands.
“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.”
Indeed, The Blue Oval has been working to ramp up production of the Ford Super Duty and E-Transit to meet demand, and will expand Super Duty production, specifically, to a third facility starting in 2026 – the Oakville Assembly plant in Canada. Though it doesn’t break out F-150 and Super Duty sales individually, the F-Series was America’s best-selling truck for the 48th year in a row in 2024 and America’s best-selling vehicle for the 43rd year in a row, posting a year-over-year increase of 0.76 percent to 732,139 units.
Comments
Ford has abandoned too many market segments.
PRICING US OUT OF THE MARKET
Great strategy! Nothing like driving customers to the competition!
Sometimes there’s no money be had from the lower end peeps…
Funny, just a couple years ago I bought my first pickup.
Ford’s Raptor had gone to the turbo 6s, so they were out.
gm was yapping about their all-EV future, so that was a turn off, but I still l looked at them but they were overpriced for what you get. At that time, why spend $60+k on a basic truck if you could spend relatively a little more at the time and get a “super truck”?
The RAM TRX was a fantastic buy at the time. The drivetrain, interior, looks and the way it drove sold it to me.
Farley reminds of Tommy Boy trying to run this company… My entire family runs Ford trucks, all my trucks up to this point have been Ford. However, my last purchase I went with a TRX, Ford had zero competitors anywhere near the price Ram offered. While my fam gives me crap, every time they are in it they all rave about how nice the truck is compared to what they got at Ford for comparative price.
What about the TRX did you prefer so much more than the similarly equipped, similarly priced Raptor? Just curious.
Similarly equipped does not equal similarly priced, which is the issue and the point of this story. There was a near 20k delta between the TRX and R for similarly equipped. Plus add on ADM and the trucks were almost 50k apart. No part of the R was 50k better.
I was a little surprised Ford didn’t crank up the boost on the base raptor to be more competitive with the TRX, as Dodge did with replacement RHO model. Ford should obviously know from their GT program, the limits of the 3.5l Ecoboost, and it isn’t like the raptor needs to be as durable as a base truck. Seems like it would have caught a lot of customers that were missed by the obviously more expensive to produce predator engine.
Edelbrock cranked up the performance on the 3.5L EcoBoost, and it’s 50 state legal emissions as well. There are other aftermarket players as well but they didn’t do the development to get 50 state legal.
Looks
Youy know they are cousins, right?
I was brought up in a strictly Japanese household..
First American product I’ve ever owned was a 2000 Ford Ranger with 350,000 miles. It runs awesome and the computer would not throw any codes.
I was so blown away…
Used it for a couple years sold it to my roommate because I devolved an emotional attachment.
I 100% used it as a determining factor when buying a brand new truck because I was 95% sure I was gonna buy a Nissan Frontier.
Took what I learned and some due diligence to end up with a 2024 Ford Ranger FX4. Couldn’t be happier.
I ‘like’ the F-150 but I don’t like the price.
I believe the Ranger is the new F-150 and I was happy with my purchase price considering the global climate of things.
Never bright to abdicate market share and buyers to a competitor. That buyer who buys a base RAM with a vinyl seat and steelies will be a Limited buyer in 3-5 years. Ford need to build an XL and XLT with a base V6 (no Turbos), ditch the huge screen on the dash, the LED headlights and the alloy wheels. You’re stuck with the Aluminum body but that helps the base V6 feel adequate. Price it right at RAM and Chevy and build a lifetime customer base.
I agree with you on offering a V6 without the turbo. Ford has rammed the turbo engines down the buyers throats for years.
Go back to steel body trucks. Big screens are an annoying way to beancount buttons and switches out. Just build an aluminum pushrod V6, put it in the Ranger SD here and Mustang too. Build a separate unibody F-100 crewcab for townhouse guy and cafe compliance.
I went back to a Silverado from an F-150. The current lease offers on low end F-150s are stupid high. Thanks but no thanks. My new Trail Boss is amazing.
“Four years in a row of revenue increase” yet the price hasn’t come down. Long are the days of not spending as much as a heart transplant, on a new truck. The price can only go in one more direction from here on out, and we all know what direction that is going to be. “A trend spurred by supply chain challenges, resulting in production issues, which – coupled with strong demand and an increase in terms of tech in newer vehicles – has resulted in a major decline in affordability” should be over. Supply chain challenges are over, and production issues shouldn’t be an issue anymore…..yet we are still being treated like they are. What I can say with somewhat certainty is Ford will make the F series more affordable by removing options or features, and will make us pay for them instead, which will force us to drive something that is less desirable just so they can continue to make more revenue, but take more from us—both on a truck AND our hard earned money.
Of course they are, No more 10r80 trans failures. No more coolant leaks. No more phaser failures. No more dropped valves. ect ect ect
Strange that Ram recently discontinued building the entry level Ram as they were not making as much money compared to the high priced Ram.
A new F 150…It bascially the same truck for 10 years….all these grandstanding a new F 150 and it the same body and door….it dated looking Ram and GM have completely restyled there trucks…Ford needs a new truck….new simplier engines as options….just because it cheaper for them to build expensive packages…dont mean sales…GM sells more trucks than Ford now..
GM has always sold more total
It’s just a marketing gimmick to separate Chevy’s and GMC so Ford can claim #1
Nothing new
If supply chain is still an issue Ford needs a new supply chain team. As for pricing, remember the $19,995 Maverick that was such a hit? Now $7,000 more. And a new grill and taillights do not make a new F-150 no matter what Farley thinks. He and his social circle have no idea what affordability means to the rest of us.
Been raised Ford all my life. So sick of FORD GREED & Farley as CEO.
Get ELON to Dig in on Ford Please !!!!
WON’T BUY WHILE FARLEY @ FORD +
* 7 SPEED stick shift.
* 7.3 Gas or bigger.
* Dammit No Anti control switch…. Never put that shit on a CUSTOM in Fact no rear backup trailer assist.
Make a TRUE COUNTRY FORD “NOT Highway”
BUILD THIS YOU FARLEY PUKE !¡!
*How I’d love to put a club between your eyes & maybe you would wise up.!!
You Ran Ford into the ground see. No Electronic’s We Need, Only a real truck is!!
And That idea goes for every Ford Designer that ruined what simple was!
Sure play with your toys but do make true good trucks in USA that are the Custom models.
I heard for years that educate with a club to knock some since into for designer’s. And now CEO leadership.
Once was a time to make 100 – 150 tough turds like the 250 and 350.
Now the 150 is less thanYa!
Less than a car for quality.
Guess what we had to go higher heavier 250 – 350 just to have a sound vehicle to last…
So with pushing turbos was low!
Keep the good motors would have been right and Stop going the weak route in motor’s or Transmission’s & Axle’s. Hell make a frame again… no more light thickness cuz boxed frames rust more!!!! “C” FRAMES DRY OUT FAR BETTER !!!!
I AM GLAD TO WATCH FORD GET STUCK MY GOING CITY QUALITY…
OLD HENRY FOR HIS TIME GOT US GOING BUT THE FAMILY AFTER HIM FOR GENERATIONS HAD THE CLUE HOW BE A VOMPANY WORTH FOLLOWING. ANY ALUMINUM MODEL SINCE DOES NOT LAST AS WELL.
PISS POOR COMPANY
Failure Farley has also abandoned quality control permanently.
Ford needs to bring back the 300, inline 6 cylinder engine best engine they ever had. And the 351 v8 mid size engine and a 400 v8…for the f150…
Ford new F150’s are just new grills nothing more. The only change is if you buy a high end trim and you get a new dash and Hud and that is it the rest same old dash as last years. They took away choice the King Ranch is only available in one level top trim no lower trim King Ranch anymore less colors too. No improvement to drivetrains all are just carry over. The competition ups there game with a smoother more powerful in line 6’s which have always been a better choice than a V6. Top dodge Ram motor 540 HP allot more than Fords 430HP power boost that’s a 110 horsepower difference that is allot. The Rams have more Luxury, more Power and Smoother rides. I do not include the Raptor R because its a niche truck now If Ford offered the Raptor R in a Limited now your talking. Fords door panels on the F150 are too cheap looking and feel that way they almost always rattle which they never use too rattle. Ford has not had a class leading interior since 2004 that was a great looking interior for it time and Ford needs to bring that to this truck class leading. If all you build is trucks you think they could get that wright nope they have let the others catch up and non surpass them. Dodge will be the first with a plug in hybrid truck where is Fords or at least an improved Hybrid powerboost.
Ford quality control is horrible, while not an F150 my expedition has more rattles then a new born baby. Disappointing
This is good stuff. I drive a 2013 gen 1 6.2 liter in a f150 with a platinum FX4 package. 240k miles and just a workhorse. Absolutely nothing but Amzoil all around. No issues whatsoever. This is the reason so many of us have always owner the best selling truck! Wish it was available today just like it. I would buy it again and again. But it’s not! Keep your eco problems. I don’t drive this kind of truck for gas mileage and I really can see this going 500k no problem. I would drive it across US today and never think twice. Most new vehicles can’t do that today. Thanks
Ford and FARLEY have dropped the ball!. I have been buying new Ford F150’s since 1998. At least 7 or more and my next go around I am probably going to buy something else unless Ford DRASTICALLY steps up their game. I am sick and tired of all the recalls and the total lack of customer service, In fact they should call it customer DIS Service.
Tired of having option items shoved down my throat only to inflate the price to over $86,000 and to make the vehicle cheaper. Ordered a 2024 Platinum Plus in November 2023. It was built in February 2024 and wasn’t available to me until May 2024 because Farley was holding back delivery until the Quality control could be that of Toyota. Makes me think maybe a Toyota may be a truck to consider if that is what Farley hopes to emulate. When you buy a $86,000 truck from Ford you can’t even get illuminated door sill plates or have the illuminated cup holders as they previously had in previous Limited models. Also they did away with the tailgate treatment for the higher end models like Platinum and Limited of earlier models. Ford only gives you 90 days of Blue Cruise when you pay that kind of money. That being said, it is a sad commentary on how FARLEY is driving Ford into the ground. I hope he hears and sees what is taking place with him in the driver seat.
My 1964 Ford 150 was a strong economical truck , and I used it to carry glass auto windshields to many auto dealers in the area at a reasonable costs. I had a 1964 Ford Econoline Bus which I used to sell suburban fence of all types , and I could still use it to carry 7 people in it. It had the retractable step to assist people getting in it. The 6 cylinder was very economical to run. Where are those economical trucks that people could afford ?
You mean there’s a large market for work trucks, that doesn’t demand leather, heated whatever, and whatever else they’re cramming into top trim level trucks that are destined for the life of a minivan? You don’t say 😂
Funny thing is the Ford isn’t worth a penny more than RAM
Here to point out that Ford raised the base price of the Maverick Tremor by $10k for no reason.
I was aiming to buy one until they did that.
If Ford stopped locking features like the Tremor suspension behind luxury packages, more people would buy them rather than going to the competition to find what the cheapest option that suits their needs is.
It’s all about quality and getting what you pay for in any vehicle.
The competition has caught ford and they have a lot of good options in the lineup.
If you’re going fork over $60k+ for a truck, it better be reliable with a quality build…..who has the most reliable truck with a quality build? ?
I have been a Ford man and the 4th generation of my family. Anyway, I went to the Dealership and they told me it would be 4 months for we could build you a V8 and I don’t care for a console in my pickups. So I went to dodge and I got the V8 and no console and ordered and had my pickup in 3 weeks. Just making and planning and Ford said that’s all we can do. I got a lot of shafting for the Ram but I and very pleased.
I have always been a Ford guy. However, if I were to purchase a new full size truck, probably wouldn’t be Ford. Not because I don’t want one, they are to pricy for me. Thats why I buy used. Usally 5 to 10 years old.
All I need is a basic cruise control (keep me out of tickets), heat/ac and 4×4. V8 would be a plus. I’m fine with vinyl floors and seats. Don’t need all the fancy electronics. Give me traditional mechanical gouges, no touch screens, with easy to use buttons. I can even add my only radio if necessary. Do it at a competitive price, and I might consider buying a new F150.
Dang can’t go back and fix my typos.
How is he still the CEO? His vision is completely destroying Ford. The F150 is priced so high its outrageous. The Ranger Lariat is what the F150 Lariat was priced at a few years ago. The Maverick is ridiculously expensive for really bad quality.
For crossovers we have the soon to be axed Escape (that is well behind other competitors in features and quality) then the outrageously expensive Explorer.
Ford needs to get rid of Farley and do a major re-evaluation… And bring back sedans.
You are correct sirs! Ford’s are to expensive and built like garbage, no quality what so ever.
Price is a big factor. I have had f150 since 1970 . In 54 years I have possibly had 35 to 38 . Price from 3200. To 100,000. For my23
.even a well equipped xlt runs us 78 to 82. here in canada. We need to have a well equipped work truck for around 65 to 70..lease rates are also unrealistic.
I come from a family of Ford owners or should I say we were. They lost me. There terrible engineering with cam chain issues, putting rubber belts inside the engine, the eco boost disaster. They are no longer easy to work and the cost has exceeded the demographic that used to buy Ford Trucks…Tradesmen! The cost went up but they feel cheaper than ever. The plastics feel and look cheap, the bumper trim etc. Ram blows them away them away. They also went to Ram because of the V8 engine. No one wants an ecoboost that has horrible gas mileage under load!!!. The reason why people buy Rangers is not because they want them!!! It’s because that’s all they can afford!! I also find their styling so boring! Unless its a Raptor or some overpriced option…Same slab sides for the last 20 years. They change the lights and grill big deal. They have the same cheap suspension leaf springs and brakes but they are charging triple!! They try to improve efficiency with gimics and crap engines how improving the intake and the exhaust on small highly efficent V8….A V8 without Vanos like the Godzilla. You would easily save a couple MPH without resorting to stop start crap. Put high quality parts inside of the engine and you wouldn’t have to resort to over boosted time bombs that are crazy expensive to fix and maintain. Not everyone pulls a zillion pounds and needs a gigantic truck they have all become. Let’s be real how many fully laden trucks do you ever see on the road. Lighten them up and make them handle better!! $80K plus and same cheap shocks!!! Cheap calipers! Please remove all that tech crap and give me a normal dash! I don’t want it, I don’t use it and it’s fricken ugly!!! Since you are charging triple how about some quality under coating and rust prevention like European Vehicles. They also ruined the Escape and totally abandoned the small car segment…Focus Europes most loved car and they axed it for an ugly frog faced thing that’s horrible!! Horrible steering and driving dynamics. I will never buy a Ford again unless it’s from 70’s before the twin I Beam crap. If they made a high quality normal sized truck for $35k they would fly out the door!! Instead they give you a throw away Ranger over option it and charge you the same price as full size because there is demand. Any time there is demand they ruin it tarted up packages so before your done you might as well bought a full size. All of the Raptors are way over priced it’s laugable. You know how many Ranger Raptors or Broncos they would sell if they were affordable….As many as they can produce. Why is the Mavric the best selling truck? Because it’s affordable!!! They are ruining that too. Try and find one with a normal price! New models won’t save them while you still have new 2023 on lots. You can’t afford a super duty unless your wealthy or a contractor. Not with kids and a mortgage. There was a time when all the traveling tradesmen had diesel super duties then they priced them to unreachable heights….I have zero remorse for them. I hope they fail and start over with some compassion for their customers. Don’t even get me started on their dealerships and warranties!!
You 3 posters, making new account after new account pretending someone else,…get different writing styles. You’re not fooling anyone.
Why is Ford putting all these side steps on his trucks? A lot of people don’t like them. I’d like a nice truck with the lines or line up. I don’t like a bumper. With step holes. I noticed you put these on all super duties .I think it’s stupid. I also noticed you’re putting them on the Ranger, which is another stupid move. People need to get in the back of the truck leave the tailgate step on it or you can pull it out and climb up.
I come from a Ford family, and have been a long time Ford owner. Starting with a 79 Bronco, then a 66 F250 Camper Special, and then a 2019 Ranger. I love my Ranger (and I still have the 66), and I’m starting to look at upgrading to an F150 level. Due to all the quality issues at Ford – NOT just the price – I am considering a GM. Fix the quality, and I’d be willing to pay the premium to own a Ford.
Well let’s see…
3 well cared-for Eco-boost 3.5’s ago…
Or 4 GM LS lifter/cam experiences ago..
The a Ram might start to look OK…
Wait.. Did that back-ordered FICM ever come in?
I tend to lose track well before 6 months.
Yeah, looks like it’s back to the Toyota dealer again.
The new F series trucks are just ugly. I hear that from everyone I talk to. And the pricing is absolutely insane. 70 grand for an XLT? I saw one at a dealership for right at 70 grand and it didn’t even have leather seats in it!!!! Getting a bit too greedy and people are sick of it. Every single time Ford gets a good looking front end and rear taillights, they have to go and beat it to death with the fugly stick!! I looked at a poll online and by over 45% the public thought that the 2015-2017 f-150 was the best looking truck since the 1978 model for trucks. Ford I hope you see this comment because this is legit the issues that the people have with the new trucks. Pricing and ugly. And for goodness sake, stop being afraid to put some real power down and kill the competition, being 5hp more and like half a mpg better isn’t anything to brag about. Stop with the V6 turbo crap. Yes you can make power from small platforms with boost… but why not just put a turbo on the coyote 5.0 in the f-150?? A single turbo and that truck would be a monster and I would bet my left nutt that it would sell like no other ford truck has ever sold in the history of the company!!! Oh and one more VERY important thing… PUT MORE LEAF SPRINGS UNDER THE DAMN TRUCKS. Especially the 150s. But damn it’s embarrassing when they compare ford, GM and dode and hook trailers to them and the Ford squats so hard it makes people scared the truck isn’t made for pulling that much weight. It looks REALLY BAD ON YOU.