Can Ford Heavy-Duty Trucks Alleviate Its Maker's Standing?

Ford Motor Co. is delivering an updated lineup of F-Series large pickups and trucks. This 'Super Duty' lineup is said to support Ford in its struggle to keep up its post in truck sales. With the debut of these all-new vehicles, Ford will serve as a mighty rival to General Motors Corp.

GMC is also unraveling a brand-new pickup - Chevrolet Silverado. Said model is considered a threat that could take away part of Ford F-150 sales. So far, said model is the best-selling vehicle in the US. In the past few years, Ford has sold approximately 900,000 F-Series trucks annually. Moreover, 40 percent of F-series trucks sold are Super Duty trucks.

New trucks is given extra towing capacity, refined suspension, a tailgate that turns into a step, and a brand new 6.4-liter diesel engine. These fresh features are incorporated to Ford F-150 pickup parts to pave way for a powerful, manageable and improved ride. These trucks will reach dealerships early next year.

Ford's F-250, F-350, F-450 and F-550 will vie in the work trucks category. The trucks included are those that weigh more than 8,500 pounds.

In an interview, Mark Fields, Ford's president of the Americas said, "The Super Duty represents products that are going to shape the future of our company. We're the unquestioned leader in full-size pickups and it's important that we act like a leader. This truck is the no excuses, best-in-class, biggest, most capable truck in the marketplace. It will help buttress our leadership. It also casts a halo and reinforces the fact that we got a vehicle here that is innovative."

Tom Libby, senior director of industry analysis at J.D. Power and Associates said, "The combined Super Duty line would rank among Ford's top-selling models, making it extremely important for the company. The trucks have high profit margins, so Ford is trying to hold off Chevrolet from taking any of its market shares. It's like their crown jewel, and they're going to protect it no matter what it takes."