Ford’s first all-new Super Duty in 18 years is built on a new lighter, aluminum platform. The new model boasts the best-in-class horsepower and torque, not to mention best-in-class towing and fuel economy as well. It also has 17 new features including driver assistance technologies. There’s a new available factory-installed trailer camera system, for one. Plus, there are the super cool 10 cupholders in the cab we told you about recently as well.
The Super Duty is one of Ford’s most profitable models according to an executive quoted by Bloomberg. The Super Duty accounts for 43 percent of the U.S. heavy-duty pickup market, making it the market leader.
“This is one of the strongest products in our portfolio,” Joe Hinrichs, Ford’s president of the Americas, said in a presentation Tuesday at a JPMorgan Chase & Co. conference in New York.
The Super Duty wasn’t cheap to build or market either. Ford had to overhaul its Louisville, Kentucky truck plant for a pretty penny. It invested $1.3 billion on upgrades, retooling and a body shop.
“There certainly are costs associated with the launch period,” he told Bloomberg. “Once we got past the F-150 launch, we set a record for every quarterly profit.”
Hinrichs is confident the Super Duty will eventually improve profit. But don’t expect huge incentives at this point. Ford says it’s going to be “very disciplined” in its pricing so it can stay profitable in a downturn.
Ford’s already predicted profit goals are at risk this year since the U.S. auto market is slowing down. Earlier forecasts had the industry selling about 18 million vehicle this year. Now that number is expected to fall between 17.4 million to 17.9 million vehicles. Last year, the industry sold a record 17.5 million cars and trucks.