You may have heard that the next-generation Ford F-150 is being delayed by about a year. The rumor is that the 15th-generation of the F-150 will not come out until some time in the middle of 2028. Is this really a bad thing? Let’s dig in!
The F-150 and the F-series pickups are the most popular brand of trucks in the country. It’s the cash cow and the goose with the golden egg for Ford. A change to this truck’s development schedule is a very big deal. However, it could be good for business in the short term.
Let’s step back and look at the F-150 generation cadence. The 13th generation of the F-150 came out as a 2015 model. It was a big leap because the frame and the body were significantly redesigned. The 2015 F-150 was an introduction of the aluminum body and bed. This generation of the truck was refreshed for the 2018 model year. Next, the 14th generation came out as a 2021 model. This F-150 generation has just been refreshed for the 2024 model year. It appears the F-150 has been on a 6-year life cycle for some time.
Please note that the Ford Super Duty, the F-150 Raptor, and the F-150 Lightning have their own cadence and schedules that may or may not be the same as the standard F-150 lineup, but all of them share the cab structure and many other components.
Ford has no official comment about this F-150 delay news at this point. This news is based on a Crain’s Business Report from an anonymous source.
If the schedule remains normal, then we should see a 15th generation F-150 as a 2027 model. This report says otherwise.
What is the cause of the delay? This is a very complicated answer and we don’t have all of the details. It likely has to do with the economic uncertainty due to a looming trade war with our closest partners (Canada and Mexico). There is also a lower demand for all-electric vehicles. Ford is not the only company that is affected by this. It is affecting all, including OEM part suppliers. We are currently seeing most automotive accessory companies go into a holding pattern: limiting spending and limiting new development.
Why can this delay be good for business? First, I am referring specifically to Ford. This delay will likely be bad for Ford’s part suppliers because their profit margins tend to shrink over time. There are many successful vehicles with longer generation life cycles. Take the Toyota 4Runner for example. 4Runner’s last generation lasted nearly 15 years and included several refreshes or technology upgrades. The Ram heavy-duty truck lineup has used the same chassis and cab/bed design for the last 15 years as well.
Automotive enthusiast and journalists love quick changes and upgrades, but majority of consumers are keen on reliability and lower prices. This produce life cycle slow down can allow Ford to focus on quality improvement of the current trucks they are selling. This is also a chance to develop new or improved power trains for existing trucks.
Several months ago Ford announced development of two new all-electric pickup trucks: a new midsize pickup and something called the Project T3. These were announced to be available in 2027. This can be another reason why the internal combustion and hybrid F-150 development is delayed by a year. Ford may need to shift resources for their midsize and T3 projects.
What changes or updates would you like to see in your Ford F-150. Do you think Ford should slow down their F-150 generation life cycle or speed it up?
Here is a look at the last 14 years of the F-150 EcoBoost V6.
