Truck Wars 2021: Ford Versus The World
As truck wars are heating up, Ford again finds itself in a fight to stay on top. We offer our State of the Union.
As 2020 mercifully drew to a close, Ford saw a considerable drop in its pickup truck sales. It was a year beset by problems for the automaker. As a result of the pandemic there were a number of issues that hindered production. Factories were understandably shut down, causing delays and disruptions in the supply chain.
Circumstances aside, another issue that rattled the Blue Oval was the end of year sales figures. General Motors and Ram had taken a big bite out the F-Series pie. Ram and General Motors (including both Chevrolet and GMC) posted numbers that packed a potent hit to the usually impervious Ford. Ram had Hemi power behind the 700 hp 1500 TRX pickup, which even clowned the Raptor on its underhood air intake.
What, no respect for the King? When it comes to owning a segment of the market; few can claim the phenomenal success of Ford’s F-Series, which has singlehandedly dominated truck sales for over 44 years.
They’ve got a year that promises a lot. They have a plan. From staying true to their trucking roots, to embracing new technology a distinctly Ford way; they are coming to take the market back. And hopefully, they’re bringing some major high-octane rides into the arena of battle.
Raptor Versus Ram
First off is the news that Ford will debut the upcoming third-generation Ford F-150 Raptor on February 3. To make a mark, the Raptor is going to need to step it up in the powerplant department take down the Ram TRX. Car and Driver reports that we will finally see a proper V8. There’s no question that the current Raptor is capable, but Ford’s next-generation needs more.
The redesigned 2021 Ford Raptor is expected to offer two powerplants: a slight upgrade over current-generation’s 450 hp twin-turbocharged 3.5 L V6, a twin-turbo 3.5 L V6 PowerBoost, and a 700+ hp 5.2 L supercharged V8. Based on the same Predator V8 which pushes the Mustang Shelby GT500 over 750 horses, this could be a major TRX takedown. Not only will it have the off-road prowess, it offers some serious muscle. Ford does high-performance trucks beautifully, so Ram might be out of their depth. But, if the V8 is available only in the range-topping “Raptor R.” that means the price tag is going up.
Currently, the Raptor is sandwiched between the King Ranch and Platinum trims, and the base is likely to be about $55-58K. But once you start adding on, and configuring, that could add on $20K, or more. Is that a crazy price? Sure. Will people buy it? Yes. Ford would be foolish not to offer a bigtime ride that can take on Ram as well as other range-topping luxury rides. Ultimately this looks to be a solid and very cool showdown, with new levels of power and performance on display. But given the redesign–and hopefully that V8 with Shelby roots–Ford should have the edge.
Ford Versus Chevy
Next, the tale as old as time. Ford or Chevy? Well, GM might already be doing the heavy lifting on this one. If you haven’t seen it yet, General Motors has changed its iconic logo for the first time in decades. And they chose this.
Yeah. The automaker is all in on EV. Even the logo is very tech and very little Big Three. After the soaring success of the C8 Corvette, the decision to make such a commitment to EVs seems premature. Chevy has even put their Corvette engineers on electrification programs. Maybe the rush to beat Elon Musk is pushing the Bowtie into new territory too soon. And, it also puts their internal combustion vehicles on the back burner, and more likely to fall victim to the terrible automotive curse of complacency.
Ford has chosen a wiser path in embracing EVs. First, they spent the time building and incorporating a hybrid powertrain that actually works like a Ford. And from what we’ve seen, Ford’s take on an BEV F-150 prototype is good. Ford has shown that they are exploring electrification in a variety of ways and with vehicles that don’t lose their identity.
Ford Versus Europe
Overseas, Ford has a lot success with their Ranger Wildtrak. They recently released the special-edition Ford Ranger MS-RT; a high-end, street-focused version of the Ranger pickup that sits alongside the desert-race-influenced Ford Ranger Raptor at the pinnacle of the Ranger line-up. Ford has long held a strong footing in the European market, and continues as the top seller over GM, Toyota, Honda, and others.
Ford Versus Jeep
One major shakeup we anticipate this year will be in the SUV market. With Ford bringing back the iconic Bronco nameplate, there is no doubt that Jeep is likely feeling very nervous. Early reviews of the Bronco have been raves, and it is one vehicle that almost everyone is fascinated with. Especially that base price!
The new 2021 Bronco and Bronco Sport have a number of options and will soon be joined by the Bronco Warthog, a TT 3.5 l V6 Raptor-inspired rig. To see the full list of configuration options, check out our ultimate Bronco buying guide.
Ford Versus…Who’s Left?
Ford keeps rolling around strong in their commercial markets, as well as with their SUVs. Sales remain solid for the Ford Edge, Escape, Expedition, and Explorer. Overall, Ford is taking calculated but still bold risks. But there is always room for improvement.
Bottom line for the Raptor, they need to deliver on a serious V8 that can perform like a beast. If for no other reason, than to justify the price tag.
As for the F-Series, we love the trim options. Although, maybe calm down a little with reminding us. Keep going with the onboard tech, storage solutions, tailgate capability. What makes trucks and SUVs so desirable is how can work and play hard.
And how about throwing us a special-edition F-Series truck? It’s your fourteenth-generation, go crazy!
Maybe we’ll look back and call 2020 a rebuilding year for Ford. But if the Bronco and Raptor make spines tingle as we expect they will, Ford can wave to GM and Ram…far behind, in the rearview mirror.
Photos: Ford
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