Ford Downplays $10,000 Incentives On F-150 - Claiming Sales Are Fine

Ford Motor Co. and industry analysts are downplaying F-150 incentives a day after a report the automaker is offering up to $10,000 in discounts on its most popular and profitable vehicle.

Customers can receive discounts of up to $7,050 on certain F-150 models, Ford said. Dealers in a handful of cities have added their own incentive package onto some trucks, which could reach $10,000.

Those incentive packages include discounts that are not F-150 specific, such as $750 off if financed through Ford Credit, or $2,500 back in bonus cash. Ford said Thursday the average F-Series incentive was $3,100 per truck — less than the industry average and about $600 less than what Ford offered this time last year on the previous-generation truck.

MDarringer - 7/17/2015 9:31:19 AM

+1 Boost

Sales are fine sort of but a bit soft for a highly anticipated, all-new product.

It's selling sort of as well as the last F150, but the hope was that this would be a game changer.

I think styling is one of the issues. It looks like a mid-cycle refresh of the last F150 rather than something new.

trmckin - 7/17/2015 2:04:48 PM

+1 Boost

Own a 2014.. Wouldn't mind trading up but want to see how these bodies and the new panel mesh process for ford stands the test of time. An aluminum car has been executed by other manufacturers but a car demands versus the demands on a truck are 2 different things. That's just me though... I don't mind the styling... It's a little odd but I've seen enough driving around and they are growing on me. Honestly.. All full size trucks right now have a bit of an odd look to them. The GMs look like they have a crossover stance, the toyota and Nissan just look like over styled tonka trucks and the ford is an attempt to copy the atlas styling.

trmckin - 7/17/2015 2:05:59 PM

+1 Boost

I say copy but... It's theirs. A softer old man atlas if you will...

Agent001 - 7/18/2015 2:02:24 PM

0 Boost

Model year 16's are close. All trucks have incentive at model year end. Plus biggest incentives are on XLT mid-range model.

People either want base truck or highest end Lariat, Platinum or King Ranch.

001

MDarringer - 7/18/2015 7:38:41 PM

+1 Boost

The XLT is NOT the base truck. That would be the XL. The XLT is the most common seller.

Agent001 - 7/19/2015 5:23:07 PM

+1 Boost

Sorry, I'm spoiled. To me an XLT is base volume seller. People are either buying below or at top of line.

When I was shopping my King Ranch and looked at XLT in comparison it looked like a strippee! ;)

001

MrEE - 7/18/2015 6:11:44 PM

+1 Boost

The margins on trucks are set extra high so perpetual incentives can be offered. If you aren't getting ~15% off MSRP you are a paying too much.