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Ford and General Motors strengthen heavy-duty truck moneymakers

Haiden Holmes

Sep 28, 2022 11:01

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Ford Motor (NYSE:F) Co. launched its newest Super Duty pickup on Tuesday, providing a glimpse into the automaker's approach to one of Detroit's most difficult tasks.


The issue is how to improve the largest combustion pickups without overinvesting when automakers must create electric vehicles and battery facilities in order to maintain high demand and profits.


The new Ford Super Duty is equipped with connection and business productivity software to generate income over the life of the vehicle. Jim Farley, the chief executive officer, has prioritized software-driven features and is hiring additional digital commerce leaders.


Ford will implement 5G modems in its Super Duty trucks in 2023 to enable driver monitoring and digital documentation systems. Dashboards have been adapted to facilitate the attachment of specialized equipment, such as lifting arms, to vehicle displays. New Super Duties will feature additional connectors and onboard scales to measure payloads.


Super Duty, Chevrolet Silverado HD, GMC Sierra HD, and Stellantis NV's Ram truck are among the most profitable automobiles sold by the Detroit Big Three or any rival.


Ford reports that the Super Duty brand generates greater revenue than Southwest Airlines (NYSE:LUV), Marriott International (NASDAQ:MAR), and Nordstrom (NYSE:JCP). Southwest's 2021 revenues were $15.8 billion.


Super Duty prices begin at $41,240 and can exceed $100,000 for a fully-equipped vehicle.


Super Duty and Silverado HD pickup trucks are utilized in oil fields and on construction sites. However, many are sold to individuals who tow massive trailers and require luxury SUV connection and comfort.


Currently, battery electric powertrains cannot match the hauling and range of internal combustion engines in heavy-duty pickups. Both Ford and GM are enhancing existing engines and transmissions rather than inventing new ones.


Ford debuted the 2018 Super Duty at Churchill Downs in Louisville, Kentucky, close to where the majority of Super Duty trucks are manufactured.


Ford will invest $700 million in enhancing the Kentucky Truck factory and hire an additional 500 employees to support Super Duty manufacturing.


One day prior to Ford's Super Duty debut, Chevrolet introduced upgrades to its Silverado HD heavy-duty truck lineup.


Heavy-duty Silverado vehicles will only be available with a 10-speed Allison transmission from Chevrolet. The horsepower and torque of the 6.6-liter diesel are enhanced, and some types feature larger display screens.

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