If one vehicle can define the bread-and-butter business of the Ford Motor Company — apart from the legendary, V8-powered Mustang sports car, of course — it would undeniably be the venerable F-series pickup truck.
For multiple generations, Ford’s F-150, F-250, F-350, and other variants of its full-size pickup trucks have been crucial to its business, proving to generate healthy profit margins and landing itself as the country’s best-selling truck for 48 straight years.
💰💸Stay ahead of the markets: Subscribe to TheStreet’s free daily newsletter💰💸
According to Ford, of the 1.97 million cars it sold in 2024, 765,649 were F-Series trucks, a 2% increase from the prior year and roughly 200,000 more units than Chevrolet’s range of Silverados.
However, Ford’s new moves may disappoint loyal truck fans as the Dearborn automaker navigates a speed bump.
Ford truck fans will have to wait a little longer for new models, suppliers say
According to new reports from Crain’s Detroit Business and The Detroit Free Press, the release of the upcoming 15th iteration of Ford’s full-size pickups has been pushed back.
The new generation of the F-series pickup was expected to roll out sometime in 2027. However, in a memo received by three Ford suppliers, production of the upcoming truck, code-named P736, has been delayed by at least a year.
Instead of 2027, the next-gen F-150 will be set out to roll out of Ford’s Dearborn Truck Plant and Kansas City Assembly sometime in mid-2028.
In addition, Ford told its suppliers that production of the current-generation F-series trucks, known internally at Ford as ‘P702,” will be extended into 2028.
The delay does not cover the EV within the F-series lineup. The next iteration of the Ford F-150 Lightning, which has faced slumping sales and a major production halt until January 2025, will still be rolled out in 2027.
Ford’s aging truck could give rivals an edge
Ford’s F-series is a very important product line for the Blue Oval, as it is one of the most profitable in its lineup.
The current F-series has been in production since 2021. However, it got a facelift—or minor update—in 2024 that saw some cosmetic changes and additional tech features added to the pickup. Historically, a new generation of F-series trucks is released every five to six years, and a delay could give competitors at General Motors (GM) , Toyota (TM) , and Stellantis’s (STLA) Ram Trucks brand a small opportunity to capture some buyers.
However, while the single-year delay is notable, the supplier executives note that cost reduction and quality improvements are important initiatives led by Ford’s supply chain head, Liz Door. Last year, the automaker issued 67 recalls that affected more than 4,777,161 cars.
Related: Ford CEO sends hard-nosed message to rivals
Major shake-ups are happening at Ford
Ford’s move to delay the next generation of its most popular product comes at a peculiar time for the auto industry. Regulatory uncertainties and largely politicized moves regarding trade and critical materials have left automakers like Ford in the middle of the madness and feeling lost.
Notably, at an appearance at a Wolfe Research conference on February 11, Ford CEO Jim Farley noted that President Trump’s recent moves have given the industry “cost and a lot of chaos,” which could mean additional burdens on its supply chain and its customers.
“That’s what I’m talking about — cost and chaos,” Farley said. “It’s like, a little here, a little there. Couple weeks or a couple months of vehicles and components crossing the border, that’s going to be a tariff. This is what we’re dealing with right now.”
More Automotive:
- Dodge confirms gas-powered Charger Sixpack coming this summer
- Jeep parent makes executive overhaul as it searches for new CEO
- Honda faces a massive recall over dangerous software glitch
In the meantime, Ford is taking additional measures to tighten its belt and reduce its costs.
In a letter seen by Reuters, Ford recently told employees that it will cut stock bonuses for some of its middle management, with about 1,650 out of 3,300 being left out of a key incentive aimed at retaining its best talent.
These stock awards are typically handed out in March and spread over three years. They are part of a larger performance-based compensation system that can also include cash awards. Most of these awards go out to managers. However, their senior managers will be tasked with awarding which half actually deserve them.
Ford’s CEO has prioritized making Ford a much more competitive automaker with much less baggage. In a statement to Reuters, a spokesperson for the Blue Oval defended the move as an additional incentive.
“We are focused on driving a high-performance culture that recognizes and rewards employees for their business contributions.”
The Ford Motor Company is traded on the New York Stock Exchange under the ticker (FORD) .
Related: Veteran fund manager issues dire S&P 500 warning for 2025