Ford Dispatches 144K Redesigned F-150 And Ranger Trucks To North American Dealers, Aiming For Quality Assurance

In a significant move to bolster quality and customer satisfaction, Ford Motor Company F is rolling out a large fleet of redesigned trucks to its North American dealerships.

What Happened: Ford is set to deliver 144,000 F-150 and Ranger trucks to North American dealers, Reuters reported on Wednesday. The move is part of Ford’s strategy to mitigate quality issues.

Additionally, the company announced the resumption of F-150 Lightning electric truck shipments, which had been paused since February. In a recent price adjustment, Ford has reduced the cost of some Lightning models by up to $5,500.

The release of these vehicles is crucial for Ford’s ambition to achieve a pre-tax profit between $10 billion and $12 billion in 2024. This goal was confirmed by the automaker last month.

However, the delay in distributing these trucks might impact Ford’s first-quarter financial results, which are expected on Apr. 24. John Lawler, Ford’s Chief Financial Officer, had previously informed investors of 60,000 F-150s awaiting shipment this quarter.

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Following a cautious approach initiated last year at its Kentucky Truck complex, Ford is keen to avoid the hefty $4.8 billion warranty repair costs it incurred in 2023. The redesigned F-150s were scrutinized by Ford engineers, who corrected software issues related to electronic components before the trucks were dispatched.

Why It Matters: Ford’s recent actions reflect a concerted effort to address quality control challenges that have surfaced in the past. In February, the company halted deliveries of the 2024 F-150 Lightning electric trucks to perform quality inspections. This pause was a proactive measure to ensure the reliability of its vehicles amidst increasing scrutiny over vehicle defects.

Moreover, Ford’s recent price reduction on the F-150 Lightning Truck indicates a strategic move to stay competitive in the ultra-competitive EV market. The price cut up to $5,500 aims to make the Lightning more accessible and appealing to consumers, aligning with the industry’s broader trend of price adjustments in response to market dynamics.

On the stock performance front, Ford’s shares closed at $13.04 on Thursday, with a slight change of 0.15% from the previous close. The stock has seen a 52-week high of $15.42 and a low of $9.63, reflecting the volatility and challenges the automaker has faced in the market.

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