New Trucks unveiled
Although primarily a showcase for new cars and futuristic concept vehicles, both Ford Motor Co. and Nissan Motors used the venue of the North American International Auto Show in Detroit in early January to introduce new full-size pickup trucks Both trucks will be available later this year as 2004 models.
In a sense, the companies were introducing more than just trucks. Both introductions were statements by the respective companies about their plans for the future.At a show where most vehicle introductions are accompanied by flashing lights and music loud enough to hurt, Ford’s introduction of its new F-150 truck was the loudest. That is understandable, considering how critical the success of this truck is to the company’s profitability.
The F-150 is the cornerstone of Ford’s products. Ford sold more than 800,000 units in 2001 and the truck accounts for up to one-fourth of the company’s U.S. sales. And, although it is still the biggest selling pickup truck on the market, Ford’s lead has shrunk. Both General Motors and Dodge have introduced new trucks since Ford last redesigned the F-150 in 1996. Also, the market is getting more competitive with Toyota and now Nissan in the mix.