Why Ford Motor Company (F) Just Showed Its Future Pickup

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The upshot: The pickup wars are getting hotter, but Ford is still strong
While the new Ram has received broad acclaim, reaction to GM’s new trucks has been less emphatic. Early impressions suggest that GM took a conservative route in replacing its aged pickups, one that may have left them still lagging behind rivals in some ways.

For Ford, that bodes well. The Blue Oval has done a very good job of keeping its flagship fresh and competitive since the current model was introduced in 2009. While the Ram probably represents its strongest competition yet, Ford shouldn’t have too much trouble maintaining its sales lead – without resorting to heavy discounts. That bodes well for Ford’s margins, and its profits.

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