Ford to Offer Off-Road Edition of Cash-Cow F-150

Ford Motor Co. is fielding another high-end version of its cash-cow F-150 pickup aimed at luring off-road enthusiasts who still need a truck to haul and tow.

Next summer, the automaker will roll out the Tremor edition of the F-150 with an elaborate 4-wheel-drive system and the ability to tow more than 5 tons. Ford hasn’t released pricing but said it will be less than the Raptor hot-rod truck that starts at $53,455.

F-Series trucks generate about$42 billion in annual revenue for Ford, which exceeds the yearly sales ofMcDonald’s Corp.,Nike Inc.,Coca-Cola Inc. andStarbucks Corp. The pickup brings in the majority ofFord’s profit, and the Tremor line extension is expected to add to that. Ford is nowdebuting aredesigned version of its franchise player.

“We see tremendous pricing power,” Hau Thai-Tang, Ford’s global product-development chief, said in an interview. “We see a path to a higher contribution margin and pricing with off-road performance. We sell over 750,000 F-150s a year, so we want to make sure we maximize the mix and the margins.”

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