Tomorrow’s college bowl games won’t be just about the football, but also about new commercials, particularly Ford’s new ads for the 2015 F-150. Surprisingly, the automaker is not focusing on fuel economy in these new ads, but rather drumming up the F-150’s ability to haul and tow.
The ads will be highlighted by the new slogan “the future of tough,” which builds on the old “Built Ford Tough” slogan and underscores Ford’s belief that its new F-150 is indeed a positive evolution of the quintessentially “tough” Ford pickup. Denis Leary reprises his role as the F-150’s voice, as he tells viewers that they can “haul even more” thanks to the truck being up to 700 pounds lighter and boasting of a durable aluminum alloy body. The ads, however, make no mention of the new F-150’s 26 mpg highway rating, though Ford is working on such a commercial that would focus on the truck’s mileage.
Even with several financial experts bearish on Ford, the company remains high on its F-150 pickup truck, the first of its kind to boast of an aluminum body and also the most economical full-size gasoline in the market. With gas prices low, experts believe that consumers may not be too interested in buying a 2015 Ford F-150 for the sake of fuel economy, but according to Ford group marketing manager for trucks Doug Scott, those analyst forecasts won’t “diminish our customers’ interest” in buying the new vehicle. “When we ask our customers what their No. 1 unmet need is, no matter what the fuel price was, it was always better fuel economy,” he added.