Ford halted F-150 Harley-Davidson Edition due to low sales

Article by Anita Panait, on June 24, 2013

The Ford brand stopped building the high-end Harley-Davidson edition of its F-series pickup due to very low demand. According to Doug Scott, Ford Motor Co.'s truck marketing manager, the carmaker has no plans to build an F-series Harley-Davidson edition "at the moment." He noted that Ford currently has 10 models in the market, including a brand-new Limited Model fresh for 2013.

He said with this lineup, Ford has the pickup market well covered. Ford launched the Harley-Davidson special edition in 1999 and continued its production through 2012 model year. The special edition, however, typically accounted for only 1 to 2 percent of Ford's F-150 mix, according to Scott. On the other hand, sales of high-end Platinum version of the Super Duty pickup launched in 2009 have surpassed expectations.

Beau Smith, chairman of the Ford National Dealer Council and co-owner of Sill-TerHar Motors, with Ford and Lincoln franchises in Broomfield, Colorado, told Automotive News that the Harley-Davidson edition pickups accounted for only a meager part of his volume.

He noted that after Ford introduced the Platinum and Raptor, Harley-Davidson edition was not a high-volume or high-turn vehicle, adding that the pickup variant "won't be missed." Martin Gubbels, owner of Big Sky Ford-Lincoln in Torrington, Wyoming, described Ford's move to drop the Harley-Davidson edition as "a smart business move," telling Automotive News that dropping such low-volume niche models will "simplify the ordering system."

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