Ford Betting On F-Series Launch To Drive Profits

NEW YORK, December 6, 2002;Christopher Williams writing for Dow Jones reports that tinkering with a popular product is always a risky business for any corporation. Think Coca-Cola Co. and New Coke.

Now, Ford Motor Co. , in an increasingly competitive auto market, is venturing down that road next year with the highly anticipated relaunch of its most popular truck line, the F-Series full-size pickup trucks.

Much of Ford's profitability is riding on the successful relaunch, suggested Nick Scheele, president and chief operating officer of the No. 2 auto maker, speaking at the Overseas Press Club of America in New York Friday morning.

"Next year the single most important event (at Ford) is the launch of the new F-Series," said Scheele. "Getting it right is absolutely critical. We have to get it right."

Ford will launch the new line next June at its Norfolk, Va., assembly plant and in September in Kansas City.

This will be the first restyling of the F Series trucks in six years. Scheele called the F-Series the "crown jewel" at Ford. It has been the world's biggest selling vehicle for the last 23 years.