Ford announced earlier this summer that it would delay the launch of its ultra-important F150 full-size truck by a few months to help dealers clear out left over 2008 inventory. For the record, the new truck's launch was originally scheduled for October before being moved to December. Finally, Ford has split the difference and will begin marketing its F150 in November. Jim Farley, main marketer at the Blue Oval, cites two main reasons for the revised decision. One: its dealerships culled their old supply faster than anticipated, and two: Dodge just launched its new-for-'09 Ram. Ford obviously doesn't want its cross-town rival to steal all its thunder.
Expectations for the new F150 seem appropriately timid. Current market conditions, including the relatively high price of fuel and the difficulty in securing credit, mean the the days of Ford selling a million trucks a year are over. Still, there is a large market left of users who depend on their trucks for work, and Ford's targeting them. We'll see how it goes beginning next month.