Harley-Davidson F-150 could spur demand further
Beware conventional wisdom. If you listened to the pundits, just a few months back, you’d likely assume that the pickup truck is dead, particularly full-size models, such as Ford’s newly-redesigned F-150.
So, why is the automaker ready to add a third shift at its Rouge Assembly plant, in Dearborn, Michigan? Because despite its seemingly imminent death, the truck market is showing surprising signs of strength.
In December, in fact, as fuel prices plunged to as little as a third of their Summer 2008 peak, full-size trucks grabbed a solid 14.4 percent of the U.S. market. And though that was certainly down from where sales had stood before the recession began, it marked a timely, if unexpected comeback for Ford, and rival Chrysler, which also launched a new version of its Ram pickup for the 2009 model-year.
The Dodge hasn’t fared as well as Ford’s offering, however, hinting at some big shifts in the truck market. The redesigned Ram puts an emphasis on on-road manners, and is meant to appeal to the recreational and personal use buyers who’ve largely walked away from the truck segment. While Ford did improve the new F-Series’ ride, it put a premium on usability, with features such as a fold-away step, which makes it easy to grab gear out of the cargo bed.
Whatever the reason, Ford has seen the new F-150 gain a significant five points of market share, growing to 35.4 percent of the full-size segment, since its launch, last October.
With the addition of a third shift, employment at the Rouge plant will jump by about 1,000, to 3,470, a rare bit of good news for struggling U.S. autoworkers. The question is whether the upside trend will continue. Ford marketing chief Jim Farley noted that the full-size pickup’s overall share of the U.S. market slipped to the mid-12 percent range, in January, as fuel prices rose again. On the other hand, with its heavy emphasis on infrastructural projects, the new federal economic stimulus package could encourage struggling contractors and other workers to go out and replace their existing trucks.