Ford F-Series truck business is worth more than McDonald's, Coca-Cola, Starbucks

  • The F-Series line of trucks supports roughly half a million jobs and contributes $49 billion annually to US gross domestic product.
2020 Ford Motor Co. F-150 trucks sit on display at a car dealership in Illinois, US. (Bloomberg)
2020 Ford Motor Co. F-150 trucks sit on display at a car dealership in Illinois, US.

Ford Motor has a lot riding on the overhauled F-150 pickup it’s unveiling this week. Rather than shy away from the stakes, the automaker has given a look under the hood of its cash-cow truck franchise.

The almost 900,000 F-Series pickups sold last year generated about $42 billion in revenue, according to a study Ford commissioned from the Boston Consulting Group. That ranks near Apple’s iPhone among the biggest US consumer products. On its own, F-Series is larger than McDonald’s, Nike, Coca-Cola and Starbucks.

Also check these Cars

Find more Cars
Ford Mustang Mach E (HT Auto photo)
UPCOMING
₹ 70 Lakhs
Alert Me When Launched
Kia Ev6 (HT Auto photo)
BatteryCapacity Icon77.4 kWh Range Icon708 km
₹ 59.95 Lakhs
Compare
View Offers
Lexus Nx (HT Auto photo)
Engine Icon2494.0 cc FuelType IconMultiple
₹ 64.90 Lakhs
Compare
View Offers
Mercedes-benz Eqa (HT Auto photo)
UPCOMING
BatteryCapacity Icon66.5 kWh Range Icon426 Km
₹ 60 Lakhs
Alert Me When Launched
Bmw Ix1 (HT Auto photo)
BatteryCapacity Icon66.4 KWh Range Icon440 Km
₹ 66.90 Lakhs
Compare
Volvo C40 Recharge (HT Auto photo)
BatteryCapacity Icon 78 kWh Range Icon 530 Km
₹ 61.25 Lakhs
Compare

“It’s the crown jewels of the business," Hau Thai-Tang, Ford’s product development chief, said in an interview. The revenue figure BCG cites is almost 30% of the total Ford reported for its automotive business last year. “There’s no product more important for us, and when the F-150 chief engineer calls, he usually gets all the help he needs."

The F-Series line of trucks supports roughly half a million jobs and contributes $49 billion annually to US gross domestic product, the study found. BCG computed the truck’s economic impact by looking at how much employment and revenue is tied directly to Ford and indirectly to its suppliers, dealers and employees’ tertiary spending.

“The F-Series stands out because it has a much higher price point than most other products," said Michael Book, a senior partner at BCG, who helped author the study. “It’s quite remarkable how high the revenue is."

Ford’s new F-150 will debut on June 25. The automaker will offer a much larger touch screen to counter a popular option on Fiat Chrysler Automobiles NV’s ascendant Ram pickup models, people familiar with Ford’s plans told Bloomberg News in August. Another prominent feature will be a passenger seat that lays flat, Reuters reported last week.

Get insights into Upcoming Cars In India, Electric Vehicles, Upcoming Bikes in India and cutting-edge technology transforming the automotive landscape.

First Published Date: 24 Jun 2020, 10:13 AM IST
NEXT ARTICLE BEGINS

Check Latest Offers

Please provide your details to get Personalized Offers

Choose city
+91 | Choose city
Choose city
Select a dealer

Want to get the best price for your existing car?

Powered by: Spinny Logo
By clicking "View Offers" you Agree to our Terms and Privacy Policy
Dear Name

Please verify your mobile number.

+91 | Choose city
Couldn't verify the OTP.
It's either expired or it's incorrect.