Truck buyers are anxious to purchase the forthcoming Ford Motor
Co. (F) F-150 made of aluminum, and demand could drive a push for
market share in the profit-laden segment for the Dearborn,
Mich.-based auto maker, said UBS Securities analyst Colin Langan in
a note to investors on Wednesday.
Mr. Langan raised his 2015 profit forecast for Ford to $2.30 a
share from $2.20 a share, after conducting a survey of 800 current
pickup truck owners. Ford shares rose 1% to $17.72 in morning
trading.
The survey found that 52% of people canvassed who planned to buy
a truck in the next 12 months were extremely likely to purchase the
F-150, which is due out later this year and another 30% were
somewhat likely.
Even current owners of General Motors Co. and Chrysler Group LLC
trucks, typically very loyal to their own brands, showed strong
interest in buying the aluminum-bodied truck that promises better
fuel economy and weighs 700 pounds less than the current F-150,
which already is the best-selling vehicle in the U.S.
"Our survey results increase our confidence in the success of
the critical F-150 launch, which should drive significant
(year-over-year) profit gains in North America and possibly longer
term," he said in a note to investors.
Truck owners didn't appear to be concerned about the cost of
repairing or servicing the aluminum truck. Of people who wouldn't
consider the new F-150, only 5% said the repair costs were a
concern. The biggest reason: " I don't like Ford trucks" at 39% and
that was followed by: "I don't need a full-size truck" at 24%.
The results of the survey should be comforting to Ford, which is
taking a risk by building its top-selling and most profitable model
out of aluminum. The lightweight metal is more expensive than steel
and could eat into the profitability of its truck.
Write to Mike Ramsey at mike.ramsey@wsj.com
Subscribe to WSJ: http://online.wsj.com?mod=djnwires