Harley-Davidson Edition Ford F-150 Quietly Phased Out For 2013
Simplification of Lineup, Other New Premium Trims Cited
After being a staple high-end trim level on Ford's F-Series trucks for more than a decade, the Harley-Davidson edition trim has been dropped from the 2013 F-150 lineup. According to Automotive News, the motorcycle-themed trim only accounted for about 1-2 percent of sales. In addition, Ford has been aggressive in rolling out home-grown high-trim models such as the Limited and Platinum.
Dealers are reportedly not upset or disappointed at the discontinuation of the Harley-Davidson edition, saying that sales of the new premium trim levels have exceeded expectations. Based on Ford's long marketing collaboration with the Milwaukee, Wisconsin-based motorcycle manufacturer, it's unknown whether the badge will make a return to F-Series trucks, or if it's permanently off the order sheet. While exact terms of the licensing agreement between the two companies are not known, Harley-Davidson is known for having an active and aggressive licensing department; and the cost/benefit equation for Ford to continue to offer a co-branded truck started to look less appealing based on low sales, and increased demand for Ford-developed premium trims.
The Harley-Davidson trim was introduced on the Super Duty models in 2008 through 2010. The King Ranch-licensed trim level is expected to continue for F-150 and Super Duty models for the time being.
Source: Automotive News (subscription required)