Ford's Key to Selling Truck No One Asked For: Keeping Beer Cold [Bloomberg Business News]
Ford Motor Company (F)
Last ford motor company earnings: 4/28 04:09 pm
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Source: Bloomberg Business News
People who buy F-150s don’t much care about fuel economy. It ranks No. 28 on their lists of priorities, way below pickup essentials like durability and reliability, even the roominess of the cab. And yet Ford Motor Co. is plowing ahead anyway with a gasoline-electric version of the crazy-popular truck, the best-selling vehicle in the U.S. since the Reagan administration. To coax devotees into the greener future, the company won’t be stressing the benefits of cutting back on carbon-dioxide emissions or the costs of tanking up. Instead, the marketing will go something like this: The battery in the hybrid F-150 not only feeds the electric motor, it’s a mobile generator that can keep the beer cool at a tailgate party, charge your miter saw and run the coffee maker on a camping trip. Ford F-150 Photographer: Andrew Harrer/Bloomberg “It still may be a hard sell,” said Michelle Krebs, an analyst at Autotrader, “but they’ve got to have this in their lineup.” T
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