Commercialization: Aluminum Body on Ford’s F150

2015 Ford F-150 Reveal; Photo Credit: Ford

I follow the new car and truck market quite closely. It is a very competitive worldwide market that must balance form and function. I have been a big fan of the work that Alan Mulally has done at Ford, but this latest move is a whole other level. Switching from steel to aluminum for a vehicle that is not only your best seller but also the best-selling vehicle in America is a huge gamble. It is the type of move that companies don’t usually make unless they feel they are on death’s door and have no other option. The “safe” play from one perspective would be to stay with steel, and if you wanted to try aluminum do it in a low-volume, higher-end model. The fact that Mulally could make this move shows a leader who has the confidence of his team and is providing real leadership. My guess is that it will be a homerun for Ford and in my mind cement Mulally as CEO of the decade.