At this point, we all know that an all-new, next-generation 2021 Ford F-150 is already coming out on June 25, 2020. This led us to wonder why the F-150’s Philippine return was scheduled a day before the unveiling of the next-generation model.
During a private Zoom conference with PK “Uma” Umashankar, Managing Director of Ford Philippines, the F-150 was supposed to be unveiled during the 2020 Manila International Auto Show, but then, the coronavirus pandemic happened. This basically delayed the F-150’s local return to a point that its local launch happened so close to the unveiling of an all-new model.
Despite this, he says that the global unveiling of the next generation of Ford’s popular full-size pick-up will not affect the appeal of the current model in our market. This has to do with the fact that new vehicles take time before they actually reach the showroom, and he does have a point. Ford’s newest cars, namely the all-new Explorer and first-ever Mustang Mach-E electric SUV, took at least 6 months before it arrived in dealerships. As a matter of fact, the Mustang Mach-E is not even on sale in US dealerships yet.
Mr. Umashankar says that the all-new model will go on sale in the United States around 12 to 18 months from now, while a Philippine launch will take even longer. With the next-generation F-150 expected to feature hybrid technologies and even a full-electric model, Ford has to iron out a lot of kinks before it actually goes on sale in dealerships.
The main reason why Ford Philippines brought back the F-150 is because of the increasing demand for the “lifestyle pick-up truck.” According to Uma, the Philippines is one of the largest markets of the Ford Ranger Raptor, and because of that increased demand, they think that the Philippine market is ready for the F-150 full-size pick-up truck.