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Ford Motor Company has, in recent times, put a strong emphasis on material composition. When I was selling Ford trucks seven, eight years ago, the high-strength steel frames were always a focal point. As sales consultants, we would often explain the frame’s benefits, touching on things like towing capability, payload capacity, and overall durability. At the time, Ford was not modest about their steel frame technology (they aren’t today either), so talking about it was a good way to win a customer over on an F-150.
In late 2014, I was part of a group that traveled the country to educate Ford dealers on the forthcoming 2015 F-150. The training was absolutely essential for Ford’s dealership body. The 2015 F-150 was a bold move for the blue oval yet again, as they announced an even smaller EcoBoost in the 2.7 after unveiling the 3.5 version in 2011. It wasn’t just the engine, however. The entire body of the truck was now something called “military-grade aluminum.” This brought up a whirlwind of reservations, concerns, and even jokes.
Sound Science
Yet Ford is no dummy and the reasoning behind their decisions regarding the F-150 are very sound. Look, Ford ain’t going to bet the farm on their best-selling vehicle. So if Ford decides to drop a smaller, turbocharged plant into their trucks, or go with an aluminum intensive body, there is every reason to believe the i’s are dotted...