Ford’s 2015 F-150 pickup truck will debut next month at the Detroit auto show. Two sources told Reuters that the teaser for the next generation F-150 is directly targeted at General Motors. This is a crucial moment for the recently unveiled new trucks of GM, which underwent a bankruptcy restructuring in 2009.
In a research note, Barclays Capital analyst Brian Johnson agreed with other analysts in saying that GM's redesigns were "evolutionary, not revolutionary." This means that Ford has the opportunity to steal attention away from GM’s lineup at the Detroit Show. Ford’s 2015 F-150 is scheduled to be launched in the fall of 2014. In the second quarter of 2013, GM will debut its new trucks -- the 2014 Chevrolet Silverado and GMC Sierra.
There’s intense competition between Ford and GM for the full-size pickup segment, which makes up around 11% of the U.S. auto market. It’s apparent in their latest redesigns that they’re focused on different aspects. Ford is more intent on improving its fuel economy. In Johnson’s note, he added that GM’s new trucks will be more closely priced with Ford’s trucks, making it more competitive in the pickup truck segment.
He explained though that this won’t be enough to overtake Ford, which is currently the leader in the U.S. full-size pickup segment. He said that the only chance for GM to get the upper hand is if the quality of Ford’s relaunched 2014 F-150 is questioned. Morgan Stanley auto analyst Adam Jonas said that the F-series, which has been the top-selling U.S. vehicle for three decades, and SUV derivatives like the Expedition, make up over 90% of Ford's global profit.