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DEARBORN, Mich. – Russell Barnett, a Ford dealer in Tennessee, is ready for aluminum.
Ford is using the metal almost exclusively in body of the 2015 version of its bestselling F-150 pickup, which starts arriving at dealerships next month. Barnett is already answering customers’ questions about the truck. And he’s updated his repair shop not only for the F-150, but in anticipation that other Ford brands such as the Mustang will eventually make the switch from steel.
But, just in case, he ordered some extra steel-bodied 2014 pickups.
“There will be some people who won’t want to change for a while,” says Barnett, who says pickups make up around half of the annual sales at his dealership in rural Winchester.
Ford is doubling down on aluminum, which is lighter — and more expensive — than steel but just as tough. The new truck is the company’s response to customers’ requests for a more fuel-efficient and nimbler pickup. Ford hopes the advantages outweigh customer doubts about the durability of aluminum or potential repair costs for the pricier metal.
It’s a big risk. So far this year, one out of every three vehicles Ford sold in the U.S. was an F-Series pickup. Morgan Stanley estimates F-Series trucks account for 90 per cent of Ford’s global automotive profit.