Bloomberg Calls Out Ford, And Gets It Wrong

16_F150_LTD_78FrntPassLogHome_HR II

As important as the issue of fuel economy and emissions are to all midsize and full-size pickup buyers, a recent story has us scratching our heads.

According to a Bloomberg story, the new-generation Ford F-150 is one step from disaster. It says that the best-selling pickup truck in the world and the most technologically advanced in materials and engine performance is likely to fall short of meeting upcoming governmental emissions and fuel mileage targets.

The article implies that because the full-size pickup truck is making so much money for Ford, the company is less concerned about meeting emissions and fuel economy standards as they get more challenging through 2025. The writer insinuates that Ford is more likely to lobby the government to relax those targets than to try to meet them, even though Ford is coming to market this year with more V-6 engines, more stop-start technology and a new 10-speed transmission.

Another point in the article that throws a yellow flag for us is that it has a Washington D.C. research firm alleging that 40 percent of the F-150s Ford makes do not meet the 2016 standards for pickup trucks and identifies a 4x4 Super Cab V-6 as one of Ford's volume models. Not true.

Additionally, federal regulations apply to the overall nameplate, not to specific trim packages or cab configurations. That's why Ford and others have invested in diesels, hybrids, and other mileage-extending technologies for various higher-trim models so they still can offer simpler heavy-duty, high-torque V-8s. The truth is, according to a Ford spokesman, that the F-150 overall meets all 2016 federal requirements, just like the flagships from most other pickup manufacturers.

Although the article suggests Ford's cash-cow F-150 will have a hard time meeting the escalating fuel economy and emissions targets through 2025, let's not forget that's a long time. Take a quick spin back to 2007 and look at the F-150's 300-horsepower, 5.4-liter Triton V-8; the 250-hp, 4.6-liter Triton V-8; or the 200-hp, 4.2-liter V-6-all of them with cast-iron blocks and powering trucks made of steel. If we can come this far from 2007 through 2016, we're comfortable assuming that future technologies coming into play from 2016 to 2025 will make similar advances.

Just as a quick reminder: The technologies from the past decade that have improved power, emissions and fuel economy include more diesel and hybrid engines, turbochargers and superchargers allowing smaller- displacement engines, start-stop systems, 8- and 10-speed transmissions, automatic grille shutters, lighter aluminum and ultra-high-strength steel materials, and a host of more efficient technologies to reduce load on the engine, such as electric steering assist and air conditioning shut-off software.

The truth is that there's plenty of time, energy and money being spent in this arena because of these pickups' importance to their makers' profits and volume. You can bet they won't be left behind as the government pushes them to improve. If nothing else, the engineers' competitive juices will push them forward. Will the companies have to devote more money and resources? You bet. We'll have better pickups as a result, and the ones that perform best will sell more.

Although there's plenty to challenge in this article, probably the worst part is that the writer likely suffered the pain of seeing an editor rewrite the headline to be more sensational. Not only does the story smack of a hit-job on Ford, very little is said about its pickup competitors. Readers don't learn anything about how Chevy, Ram or Toyota are doing regarding the same issues. Maybe next time Bloomberg will do more research on the subject of pickups -- and do a better job of matching the headline with the article.

Manufacturer image

 

Comments

Wow, there are Trvlls over at Bloomberg as well.

That was cute.

Does Ford own this site?

We all know that GM sells more trucks. If Ford claims to be #1, then there is your target. Good call Bloomberg. Reveal those half truth marketers for who they are.

If Ford is so bad what about the other company who did not do much on technology side to improve MPG.

I think Ford is the leading truck manufacturer Bloomberg are a bunch of amateur one step from disaster.

This site seems a bit hurt by this article. " according to a Ford spokesman, that the F-150 overall meets" anyone can read this and know that spokesmen know exactly WHAT to say and HOW to say it. Just call it bending the truth instead of lying. This is how marketing works. Besides, the research firm said V6. Are we to assume this is the base V6 and a boost?

Lastly, how the heck is a research firm have percentages on numbers of powertrains sold and this site cannot even break down monthly sales to specific trucks (i.e. 1500,2500,3500)?!?!?!?! And this site wants to call this article out? Embarrassing.

This site seems a bit hurt by this article. " according to a Ford spokesman, that the F-150 overall meets" anyone can read this and know that spokesmen know exactly WHAT to say and HOW to say it. Just call it bending the truth instead of lying. This is how marketing works. Besides, the research firm said V6. Are we to assume this is the base V6 and a boost?

Lastly, how the heck is a research firm have percentages on numbers of powertrains sold and this site cannot even break down monthly sales to specific trucks (i.e. 1500,2500,3500)?!?!?!?! And this site wants to call this article out? Embarrassing.

@Toyturbodiesel

You nailed Bloomberg.

The magazine founded by the goofy ultra-liberal former mayor of New York, Michael Bloomberg. Bloomberg is admired for his money smarts and innovative financial and computing systems advice, but his political ideas are straight from cuckoo.

Now, about the Ford. These trucks will be on the road long after the CAFE standards are changed.

CAFE is inspired by the nutty idea that world is running out of oil (complete nonsense!) and the even nuttier idea that we'll all die if vehicle emissions are not reduced (more nonsense).

Nobody has any idea how long it will be before the worlds oil supplies dry up. Once the American voters start holding their public servants accountable for this foolishness it will come to a screeching halt. Ask the average guy what this kind of crap has cost him during the last forty years. Duh?

There are a small number of cities on earth where specialized emissions systems are needed to reduce the impact of air pollution. Most places simply don't need it.

From the article: "The writer insinuates that Ford is more likely to lobby the government to relax those targets than to try to meet them..."

Someone, ANYONE needs to lobby the government to repeal the EPA targets.

And Bloomberg needs to stick to financial stories, not automotive matters. They are out of their league.


"It says that the best-selling pickup truck in the world..."

BS Mark. Back this statement up with numbers! I want to see numbers of F150 2015 sales vs Silverado 1500.

Posted by: Jack | Jun 17, 2016 1:53:07 PM-------------------Had to stop reading this rebuttal at that line, no where in the article did it say that. It did say Crown jewel of their empire the F-150, it also said Ford's F-series, Americas best selling truck line...Showed to much bias from the start to continue reading.


And this is why Ford is putting the 10 speed in there trucks first..........http://www.bloomberg.com/news/articles/2016-06-16/ford-s-crown-jewel-the-f-150-has-a-big-problem-after-overhaul

Posted by: heyyouguys | Jun 16, 2016 7:24:00 PM-------------Read the article for yourselves.

This one's easy.

Ford is a Republican company, a giant in the industry--hugely successful. Bloomberg News is an ultra liberal Lexington Ave. whack-job outlet. Bloomberg feels they can change the outcome for Ford by running bad press. Bloomberg's making a huge mistake as the tide is turning on the liberal agenda in this country and ultimately the rest of the world.

Ford will prevail.

Lets look back to 2007 when Toyota threw the 381 hp 5.7 into the new Tundra and made the big 3 improve the engines in the segment. When the Tundra had similar acceleration to a stock 4.6 automatic mustang gt (LOL).

This article stinks.

According to a Bloomberg story, the new-generation Ford F-150 is one step from disaster. It says that the best-selling pickup truck in the world and the most technologically advanced in materials and engine performance is likely to fall short of meeting upcoming governmental emissions and fuel mileage targets.

I agree with Jack on this one. The writer (Mark) tries to imply that the F150 is the best selling truck in the world (NOT). Then he compares the old V8 engines with the new V6 for hp only, but does not provide any fuel mileage And emission differences. I don't think it was a very big gain .? definitely a gain but not as much as he makes It sound. If your gonna write an article dissing anther one you should at least provide some data.?
Supposed to be about emissions and fuel milage...Just my thoughts.

Wow pickup trucks dot com is such a passionate apologist for Ford. If the article was about another brand you would just report it. If it is about Ford you use all your might to dispute it. This site makes me sick

@heyyouguys

This article is about the new generation F 150. It doesn't mention the Super Duty anywhere.

Mr. Williams a proper journalist waits for Ford to do the responding. But I see you took care of that for them. I wonder if you sit back every afternoon and soak in all the comments over a nice glass of bourbon and just enjoy yourself?


@heyyouguys

This article is about the new generation F 150. It doesn't mention the Super Duty anywhere.

Ford's marketing is so good that too many people believe when ford talks F-Series they only mean the F-150. Even reporters think the F-150 alone is the F-Series. Ford marketing has been brainwashing people with ads and paper numbers for so long, the un-educated just follow. All hail squatty the paper queen truck.

GM paid them to do it. Ahahahahahaha

I suspect that there is a bit of truth to the story but all companies will have a harder time meeting new regulations.

Ford and GM stand the best chance of meeting those goals. Ford is already rumoured to be releasing a hybrid F150. GM has already played in that ballpark and could easily release another hybrid.

FCA is about to be sodomized over a barrel due to their lack of hybrids and fuel efficient vehicles. Their best sellers are Ram, Jeep and large cars. They suck at everything else.

Toyota could release a V12 that gets 2 mpg and still meet CAFE since they already sell emissions credits to the likes of FCA.

Nissan doesn't make enough trucks to really worry about.

Paging Big Al

Paging Big Al

Oh.

yes.

He was banned.

Ha ha ha ha ha ha.

He does try to tr0ll TTAC.

Hahaha, even PUTC are crying girls.
F150 dealer in western canada has $11500 off the sticker price in newspapers. The war between GM and Ford started at full force and GM commercial must be working. I have seen new F150 commercial, that Military grade F150 is Battle Tested, showing running ford on the ground with tank tracks, ditching his nose deep in to the ground over small bump.
That commercial is a reason I spilled my beer on the carpet in my bonus room yesterday.
I would get PUTC a slack, because they got an order to post this article.


Ford already responded.....

Mike Levine ‏@mrlevine 18h18 hours ago

@tesloop @Vtrux Sorry. You are not correct thanks to wrong reporting by @business and @johnmlippert. The 2016 F-150 meets fuel economy regs.

Mike Levine ‏@mrlevine 24h24 hours ago Michigan, USA

@JeffAGreen @johnmlippert That story is wrong. The 2016 F-150 meets today's fuel economy standards. There is no "scrambling" or "problem"

Mike Levine Retweeted
Jason Cannon ‏@By_Jason_Cannon Jun 16

@mrlevine @business Dang. Is a fuel standard 9 years from now really even a hurdle? In other news, F-650 is B/A.

Mike Levine ‏@mrlevine Jun 16

@nwi_jsp That's absolutely wrong. 2016 F-150 meets fuel economy standards.


Mike Levine ‏@mrlevine Jun 16

@business "Ford...scrambling because about 40% of...new...F-150s don’t comply with the 2016 mandates" Competitors only ones scrambling.

In reply to Bloomberg
Mike Levine ‏@mrlevine Jun 16

@business Wrong. The 2016 F-150 meets fuel economy standards. Keep spinning. I'm available for quotes.

Mike Levine ‏@mrlevine Jun 16

@dglfrd There is no problem. F-150 is ahead of meeting govt. fuel economy requirements today. It's CAFE positive.

In reply to GAS 2
Mike Levine ‏@mrlevine Jun 16

@gas2 Wrong. F-150 is ahead of meeting government fuel economy requirements today and will meet future regulatory requirements.

Mike Levine ‏@mrlevine Jun 16

@johnmlippert @business The 2016 F-150 4x4 SuperCab 3.5-liter EcoBoost is not a "high-volume variation." It's 2% of F-150 sales.

Mike Levine ‏@mrlevine Jun 16

@johnmlippert @business The 2016 Ford F-150 is CAFE positive today. It's ahead of govt fuel economy requirements. How is that a problem?

https://twitter.com/mrlevine/with_replies

John Lippert is an idiot.

Sounds like Mike Levine phoned in an article for PUT.

Sucks to be Ford, spend all that money on old used beer cans and v6 this v6 that. All that and really not ahead of GM and Ram with good steel and awesome V8s.

What everyone keeps forgetting & not giving Ford credit for; they were the first to take the 1st step to invest heavily in technology to lighten their trucks & go direction of smaller engines w/turbo. It was a major gamble & they certainly had a longer term vision than the others...

So for these idiots from Bloomberg to claim this early it failed - well they will eat crow too like the others when proven wrong - sales are now finally on the rise & will only increase more when new F250-550, Raptor come out.

Hey who knows, F-series will probably be the best sellers again for another 40 more yrs...

@Lionel
We didn't forget that. We just don't see any benefits. Except the price.
It skyrocketed.
You forget, that ford promised just $500 increase. You eat that bs easily.

I am an old man and have owned Ford trucks since the 1970's and it's sad to me how Ford lost their way building trucks. The F-150's of today are sissy man- girly man trucks. There is no feeling of the road, they ride like a luxury car, fake exhaust sound thru the speakers. I don't own a truck cause of its gas mileage or it's emissions or it's smooth ride, I own it cause I HAUL with it! When I am loaded down with a 2500 lb load in the bed I don't care if I get 6 mpg or I hold up traffic going slow up a steep mountain road cause my truck is doing it's job. Running on unplowed roads thru deep snow the heavy weight of the truck is far more important than the 4x4 or when I take it far out in the woods to gather firewood I expect a heavy duty suspension to handle the rough dirt roads and crossing creeks and rivers. I wasted my time and money installing 10 ply tires on my F-150 cause what good are the extra weight tires if the suspension is too weak?

Wow why don't they just rename this site Fordpickuptrucks.come. Hmm wonder who pays the bills here.

Hey who knows, F-series will probably be the best sellers again for another 40 more yrs...

Posted by: Lionel | Jun 17, 2016 10:19:06 PM

I've seen F-150 thru F-750. I haven't seen the F-Series model.

Why didn't Mark just send them an e-mail or comment telling them to correct some of their facts?

By 2025, all truck makers are probably going to need at least one all-electric truck model in their portfolio, in order to meet the ever tightening emission targets.

Mark,if we look at Fueleconomy.Gov,the EPA rating for the current 2016 Ford F-150,crewcab,4x4,3.5L EcoBoost,6 speed auto,and compared it to the 2016 RAM 1500,5.7L,4x4,8 speed automatic,crewcab.And last but not least is the 2016 Chevrolet Silverado,crewcab,6.2L,4x4,8 speed auto,we see that Ford F-150 combine is 17/hwy 20,next up is the Chevy at combine 17/21 hwy and last is the RAM 1500 combined is 15/19hwy.The Chevy with it bigger cubic inch 6.2L is out performng a 1.2 billion dallor investment,not including the cost of developement.The RAM 1500 at 19 highway is just one mile per gallon short.But if runs mid-grade,but in the owners manual it states you can run regular if need for a short time but performance is degraded.The Chevrolet is a steel body.As far as emission goes the EPA has all the results Mark if you want you can request them and post them up.The orginal article I thought was broke on Automotive News,but sense has been buried by new news.I read were only one variant of the F-150 pass the emission's testing results.I am going to wait judgement of this huge investment when the next generation 3.5L EcoBoost,10 speed will be installed this fall on the assembly lines.They really should have waited for the next generation EcoBoost to install it in this new generation truck,I believe they did this early release due to lagging sales,across the line up.

Mark,if we look at Fueleconomy.Gov,the EPA rating for the current 2016 Ford F-150,crewcab,4x4,3.5L EcoBoost,6 speed auto,and compared it to the 2016 RAM 1500,5.7L,4x4,8 speed automatic,crewcab.And last but not least is the 2016 Chevrolet Silverado,crewcab,6.2L,4x4,8 speed auto,we see that Ford F-150 combine is 17/hwy 20,next up is the Chevy at combine 17/21 hwy and last is the RAM 1500 combined is 15/19hwy.The Chevy with it bigger cubic inch 6.2L is out performng a 1.2 billion dallor investment,not including the cost of developement.The RAM 1500 at 19 highway is just one mile per gallon short.But if runs mid-grade,but in the owners manual it states you can run regular if need for a short time but performance is degraded.The Chevrolet is a steel body.As far as emission goes the EPA has all the results Mark if you want you can request them and post them up.The orginal article I thought was broke on Automotive News,but sense has been buried by new news.I read were only one variant of the F-150 pass the emission's testing results.I am going to wait judgement of this huge investment when the next generation 3.5L EcoBoost,10 speed will be installed this fall on the assembly lines.They really should have waited for the next generation EcoBoost to install it in this new generation truck,I believe they did this early release due to lagging sales,across the line up.

we went backwards in fuel economy for decades. the motors ford put out were all junk. they went all out on turbotech which is cool but its not above and beyond other designs. I like ford but wont buy one till they build a solid stable truck that is more work oriented.
they pulled the best motor they had out of the f150 the 6.2... v8 power is truck power. its superior in a truck. turbos are great just put them on a v8 and we will talk..

It says that the best-selling pickup truck in the world..."

BS Mark. Back this statement up with numbers! I want to see numbers of F150 2015 sales vs Silverado 1500.

If you need numbers. Here ya go...
Figures thru May 2016
May
2016
#1 Ford F-Series 324,307 +7.4%
#2 Chevrolet Silverado 223,990 -0.1%
#3 Ram P/U 193,279 +7.7%
#19 GMC Sierra 89,304 +8.6%

If there is anything to be worried about in all this it would be Ram truck sales figures only 30k behind Chevrolet!! Move over GM! Hahahaha



Post a Comment

Please remember a few rules before posting comments:

  • Try to be civil to your fellow blog readers.
  • Stay on topic. We want to hear your opinions and thoughts, but please only comment about the specified topic in the blog post.
  • Your email will not be shown.

If you have a TypeKey or TypePad account, please Sign In

Home | Buy or Sell a Truck | News | Special Reports

Powered by Cars.com. By using this site, you agree to our terms of service | © 2017 Cars.com | Privacy Statement | Contact Us