At this year's National Automobile Dealers Association convention, the majority of Ford dealers attending the convention believe potential buyers for the 2015 Ford F-150 are ready for an aluminum-bodied truck, Automotive News reports. Since the announcement earlier this month announcing an all-aluminum body for Ford and the U.S. market's highest-volume vehicle, many have wondered how the traditionally conservative truck market would respond to such a new technology.
Ford global vice president of marketing Jim Farley said he believes buyers' comfort in considering the non-traditional material in their pickups stems from the use of high-tech, lightweight materials in fishing rods, hunting rifles and other products that the F-150's target demographic is familiar with.
Some dealers are playing both sides, and plan on stocking up on the outgoing model in more basic, affordable trims, while ordering higher-spec trims of the new 2015 body. The two models will be sold concurrently for several months, as the Kansas City plant transitions from the older style to the new aluminum body. Many dealers employed a similar strategy in 2003, when the outgoing and new body styles were also sold side-by-side in showrooms.
Dealers say they plan on playing up the tough, military-spec aspect of the new F-150's body, and pointing out the commercial use of aluminum in delivery vehicles toward customers that have questions about the new material.