Will the Ford F-150 Find Success in Brazil After Its First Failed Attempt?
After a rough first attempt at sales in Brazil, Ford will resume sales of its world-famous line of pickup trucks in the South American country. According to Reuters, Brazil was once a haven for the Ford Motor Company due to Henry Ford establishing Fordlandia, an industrial town that existed to help Henry Ford secure a source of rubber in the Amazon Rainforest.
After the Fordlandia project was abandoned in the 1930s, Brazil has remained a tough market for Ford, which had recently lost around $11.6 billion in the past decade in the Brazilian market alone. Not only was the COVID-19 pandemic tough on Ford throughout the entire world, but Ford’s plan to abandon small, unprofitable compact cars in favor of larger SUVs fell behind other rivals in Brazil, who implemented an SUV-focused lineup of vehicles much sooner.
Ford’s lineup of trucks enjoys success in America
Not only is the Ford lineup of trucks successful in America, but the Ford F-Series of trucks have been the best-selling vehicles in America for the past 46 consecutive years. For the past 46 years, Ford has produced trucks that other companies have yet to beat. The Ram and Chevrolet lineup of trucks is extremely successful, but to this day, there isn’t another company in the marketplace that has trucks figured out quite like Ford.
How other Ford trucks have played a role
The Ford F-150 offers base model work trucks in almost any configuration imaginable with a standard short cab, SuperCab, and large SuperCrew body styles. These trucks can also be had in box sizes of just about any length.
The Ford lineup of trucks also has heavy-duty offerings, but in recent years, the real magic behind the Ford truck lineup has been found in the midsize and compact offerings. The Ford Ranger continues to be a favorite for many consumers as a midsize truck. The compact Ford Maverick has taken the country by storm due to its standard hybrid drivetrain, unbeatable price, and rugged price interior design.
How will Ford start its relaunch in Brazil?
According to Ford Authority, Ford is relaunching its lineup in Brazil with Ford Pro, a service that connects a business’s fleet vehicles with connected software, charging systems, service locations, and finance solutions. Ford is also leading with its Ford Transit van, Ford Maverick pickup truck, and the Ford F-150 pickup truck.
The Ford F-150 saw an initial launch of around 500 units, and these sold out in record time. For the future F-150 trucks sold in Brazil, consumers will have only a few different trim levels to choose from, including the Lariat and top-of-the-line Platinum trims. Every Brazilian F-150 will come equipped with a 5.0-liter Coyote V8 engine, four-wheel drive, and the optional FX4 Off-Roading package.
Due to these high-end Ford F-150s, which will start at around $90,940 USD, being the only option available for the Brazilian market, only time will tell if Ford succeeds in the long run. For now, it looks like the Ford F-150 is off to a great start in a market where the automaker has yet to find success