Ford’s famous pickup, the best-selling vehicle in America since the Reagan administration, has still got it. Even after Ford swapped out almost every steel body panel for a lightweight aluminum alloy. Even after it added a cute, sedan-size 2.7-liter engine. Even after Chevrolet and a legion of gravel-throated truck fans deemed it wimpy and precious and expensive to fix.
“It seems like a big change initially, but when people see the difference, they’ll ask ‘Why didn’t they do this sooner?’” said Michael Levine, the company’s truck talker.
It’s difficult to overstate how critical this vehicle is to Ford's finances. It’s a rainmaker, a Michigan1 full-employment act, and what seems like a lion’s share of NFL advertising revenue. One of every three vehicles Ford sold in the U.S. last year was a version of the prized pickup, and Morgan Stanley analysts estimate it accounts for around 90 percent of the company's global profit. Changing the thing at all is pretty gutsy.
Source
Bloomberg