Ford targets the Ram 1500 with its new F-150 print ad

Article by Christian A., on November 29, 2012

Ford Motor Co.’s message on the F-150’s new print ad that states, "Fuel economy without power is like fishin' without bait," is clearly targeted at the Chrysler Group’s Ram 1500. Ford dominates the pickup segment and it wants to prove it at every chance it gets. The Ram 1500 wasn’t named in the ad but Ford takes a jab at its boast of having the best-in-class 25 mpg highway fuel economy.

Ford’s new print ad shows a whale-sized empty fishhook. In small letters, it states that F-150s offer the "best combination of towing and fuel economy" at 11,300 lbs. and 22 mpg highway. The 4x2 Ram 1500 fails in comparison. The V-6 4x2 F-150 has a highway fuel economy rating at 25 mpg and has a maximum towing capacity of 6,500 lbs.

On the other hand, Ram's print ads their pickup's 25 mpg. Domestic automakers consider the pickup segment to be very important since it has a huge impact on profits. It’s for this reason that the pickup war continues to be contested by Ford, GM, and Chrysler. GM will unveil its new pickups next year. For the past 20 years, the rankings of the three major automakers in this segment have not changed.

The Ford F-150 has long been known as America’s best-selling pickup range. Thus with the new 2013 F-150, Ford Motor Company will be introducing it along with the leaders of the future as well as professionals from the agricultural world. For the 2013 model year, Ford’s latest offering is projected to become the market’s most capable light-duty pickup.

It is also likely the most fuel efficient. This new model is fitted with cutting-edge technologies and an improved design. By adding in a Limited luxury model, the lineup of the F-150 is expanded even more. Ford is also offering the new range to come with the innovative EcoBoost engine and the 6.2-liter V8 engine. Also made available are Hill Descent Control and the electronic-locking rear axle.

The brand revealed that the new F-150 will have a front-end that comes with a new design. Highly advanced technologies have been fitted inside like the MyFord Touch that allows for voice activation. High-intensity discharge, or HID, headlamps will be offered as well. Ford President of The Americas Mark Fields shared that much like its hardworking clients, the brand has long been committed to being able to deliver especially when it comes to industry-leading trucks.

2013 F-150 is the best example of Ford’s dedication to always improving its trucks and putting in new capabilities and features, he continued. Fields went on by saying that this will enable owners of the F-Series to increase their productivity. Regarding the new 2013 Ford F-150, Ford Truck Group Marketing Manager Doug Scott revealed that a significant portion of the customers who have the F-Series are farm families.

Scott is also the FFA sponsor board member. Scott said further that these customers are known for their multitasking abilities and thus a Ford pickup functions not only for economic livelihood but also for family transportation. It is also a vehicle, he added, that is capable and reliable. Similar to the FFA, pickups from Ford follow a long-held agricultural tradition. FFA, according to Scott, is proud to partner with Ford as the brand is set to present the F-150.

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