Ford Starts Shipping 2017 Super Duty Trucks from Louisville
Ford Bullish on Future Despite Industry Slowdown
We’ve driven it, walked around it, and talked to the engineers that designed it, and now, the 2017 Ford Super Duty trucks are beginning to roll off the line in Louisville, Kentucky, Bloomberg reports. At a conference in New York, Joe Hinrichs, Ford’s president of the Americas, warned that the company’s profit goals for the year are forecast to be lower due to the outlook for an industry downturn. Nevertheless, the Super Duty is a critical product for the company, with large profit margins. Ford claims 43 percent market share with the Super Duty, a share it hopes to retain or grow with the new model.
Although the new Super Duty shares its aluminum cab and with the 1/2-ton F-150 and, like its little brother, employs the material for the rest of the body panels, Ford is quick to point out the thicker gauge material in the bed, to counter any perceptions of weakness, following Chevrolet’s ad campaign showing paving bricks and toolboxes damaging the F-150’s bed floor.
Ford is projecting industry-wide sales of 17.4 million units for 2016, compared to an earlier projection of 17.9 million. Despite higher incentive spending for the first half of 2016, Hinrichs promises the company will be “disciplined” with incentives and believes demand for the new Super Duty will be strong and separate from incentives.