Doug Scott, Ford Truck’s marketing chief, is the special guest on the latest episode of WOT, which also features Motor Trend hosts Ed Loh, Allyson Harwood, Jonny Lieberman, and Four Wheeler editor-in-chief John Cappa. Topic of discussion? The Ford Atlas concept truck and the current state of the F-Series pickup truck.
The F-Series has been America’s best-selling vehicle for more than 36 years and Scott has been a part of that success for 35 years. The discussion starts with the Atlas concept, which was a hit at the Detroit show. Scott says the automaker hopes to gauge customer response to the Atlas and use that feedback to develop the next F-Series truck. We’re also “stretching the envelope in terms of design,” Scott said.
Next, the hosts grill Scott about the 2014 Chevrolet Silverado and General Motors’ bragging rights that its new V-8 achieves one mpg better than the F-150’s EcoBoost V-6. To that Scott says the EcoBoost provides a better combination of fuel economy and power, with the F-150 providing more torque at lower rpm.
The discussion also covers F-150’s competition from Japan including the Titan, which hasn’t changed much since its introduction in 2007. “We never underestimate the competition,” Scott said, and he points out that the new appointment of Fred Diaz could signal big changes from Nissan’s truck offerings. The interview ends with Scott’s analysis on the dwindling compact truck market and his thoughts on when Ford will adopt the SAE’s new standardized towing procedure (dubbed J2807).