Ford Motor (NYSE:F) is bringing a new level of technology to its 2021 F-150 pickup to attract new buyers while also trying to please its loyal customers with new features tailored to them.
It’s a fine line for Ford to walk, as its F-Series trucks, including the F-150 and its larger siblings, account for a substantial amount of the company’s profits. The automaker is in the midst of an $11 billion restructuring plan as it pivots to emerging technologies such as all-electric and autonomous vehicles.
On Thursday evening, Ford digitally unveiled traditional and hybrid versions of the pickup, both scheduled to begin arriving in dealerships this fall.
New unique features include a segment-first hands-free highway driving system, 12-inch screens and over-the-air updates. Ford is promising its hybrid model will deliver both great performance and fuel efficiency.
For more traditional truck customers, the 14th-generation F-150 offers the towing and capability they’ve come to expect as well as new features designed to make working, even sleeping, in the truck better. They include newly designed work areas on the center console and tailgate, lay-flat seats and an integrated generator that can power tools at work sites or televisions and speakers at tailgate parties.
Ford did not disclose pricing and performance specifications for the pickups. Starting pricing on 2020 models ranges from about $30,000 to $70,000.
Ford shares gave back six cents Friday morning to $5.97