Ford’s Truck Lineup: The Evolution of Traditional Trucks in 2024
Trucks continue to dominate at Ford, with new versions of all three traditional pickups now in production and being shipped to customers. Utilizing internal combustion engines, these vehicles cater to customers who gravitate towards established performance. Since last spring, Ford has introduced new models of the Super Duty, the F-150 full-size pickup, and the Ranger. Collectively, these vehicles represent 90% of Ford’s pickup volume, while the new compact Ford Maverick accounts for the remainder.
Although the Ford F-150 Lightning electric pickup has received considerable attention, sales have faced challenges, with shipments halting in February due to undisclosed issues. It was reported that Ford continued production but held the vehicles back as solutions to problems, such as a headlight issue, were developed. According to Kumar Galhotra, Ford’s chief operating officer, shipping of the Lightning is expected to resume later this month.
The decline in demand has prompted a reduction in production of the electric truck, with pricing slashed by up to $5,500 earlier this month. “Capitalism’s laws of supply and demand will take time to establish appropriate inventory levels and pricing strategies for EVs once the initial consumer wave has subsided,” Galhotra explained.
Upcoming Electric Truck Developments
The next generation electric truck, which may not retain the Lightning name, will be produced at the Tennessee Electric Vehicle Center assembly plant within the new BlueOval City complex. However, its production timeline has been extended from late 2025 to sometime in 2026.
Demand for traditional trucks, on the other hand, continues to grow. Ford is currently shipping 144,000 F-150s and Rangers built in the first quarter, which were previously held for quality checks prior to release. This lineup includes the newly launched 2024 Ranger and Ranger Raptor, alongside various configurations of the 2024 F-150, including Raptor and hybrid variants.
Market Trends in Truck Sales
Ford has never experienced such extensive releases of new trucks simultaneously, as noted by Andrew Frick, president of Ford Blue. Truck sales across the automotive industry rose by 4.5% in the U.S. last year, exhibiting strong ongoing interest. Notably, Ford assembles a new truck approximately every 33 seconds.
Despite a waning appetite for pure EVs, the hybrid truck market is thriving, with Ford vehicles claiming 72% of the segment, spearheaded by the Maverick. Furthermore, a new F-150 PowerBoost Hybrid is slated for debut, with Ford planning to increase its production of this model to represent 20% of all F-150s manufactured this year. If demand allows, this figure could increase further. European commercial customers can expect a plug-in hybrid version of the Ranger to be available for their fleets by year’s end.
Quality Improvement Initiatives
Ford is actively addressing quality concerns. Pre-production data from the 2024 F-150 indicated certain modules failed to shut down overnight, leading to increased power consumption. This issue was rectified through a software update prior to any production units leaving the assembly plant. As a result, Ford is now shipping Rangers and F-150s previously held for quality control.
The 2024 F-150 showcases a refreshed design, including a new 2.7-liter turbocharged V-6 base engine and available BlueCruise hands-free driving technology.
The Assembly Process
At the Dearborn Truck Plant in Michigan, assembly begins every 53 seconds, transitioning through various automated stages, from the body shop to the joining of the cab and box, and finally attachment to the frame. Once a truck is fully assembled and deemed complete, the Blue Oval emblem is affixed, fluids are added, and the vehicle undergoes final inspection before delivery.
A noteworthy innovation in the assembly process is the implementation of 3D printing technology for parts. Four printers at the truck plant are dedicated to duplicating tools from other vendors, facilitating in-house production of new and upgraded components. This method reduces costs significantly, allowing for rapid prototyping and production. Engineer Greg Foresi noted that a suggestion from assembly workers could yield a new tool ready for testing the following day. Approximately $30,000 in cost savings have already been realized, highlighting notable growth potential in this area.
