Ford is slashing the price for its new F-150 pickup by $10,000 in a bid to boost sales, something the company hasn’t had to do in a long time.


As the best-selling vehicle in America for decades, sales for the aluminum 2015 Ford F-150 aren’t starting off as strong as the American automaker hoped. The company previously attributed sluggish sales with production and inventory issues, but U.S. sales dropped 8.9 percent last month, with its market share declining from 33 percent in June 2014 to 28 percent last month.

Although the decline in sales could actually be the result of low inventory and delayed production, Ford is now offering up to $10,029 in total savings (manufacturer and dealer incentives) on the 2.7-liter V6-equipped 2015 Ford F-150 XLT SuperCab 4×4 with the luxury chrome or sport package in some U.S. regions. In order to reach that discount level, the buyer must also opt for Ford financing. Other areas of the U.S. will see discounts up to $7,050 on the company’s website.

Ford is still working on building up inventory on dealership lots and the discounts will help increase sales in the meantime. According to the American automaker, it has only had half of its normal inventory of the F-150 on dealer lots in June and doesn’t expect to have a full supply until the end of September. Overall, F-Series pickup truck sales have dropped 2.4 percent in the first half of the year. Meanwhile, sales of GM’s Silverado increased 18 percent last month and its share of the full-size pickup market has increased to 25.9 percent from 23.9 percent.

That is a lot of money to chop off the price. I'm sure that it must be attracting some more customers.

Just about the only thing that’s limited here is the number of people that can afford it. Ford wouldn’t pin down a price, but expect the Limited to land in the high-sixty thousand dollar range. For that price, you could buy a base-level F-150 and a Subaru BRZ sports car, and still have some cash left over. Or a super-luxe Mercedes E400 sedan. Or a 700-horsepower Challenger Hellcat.

Added chrome and front seats that massage you. it's pretty crazy what a pickup truck has become at this point. It just seems like at this trim level the truck ceases to be a work vehicle. What is the type of person who you think would buy a truck like that? Do they actually use it for towing or using the cargo bed, or is it really just a luxury vehicle to get around in?