That's something we appreciate, and we take that trust very seriously. He said Ford has authenticity in the space going back to the original Bronco and is looking to build on that spirit with the new models. The Wrangler is a proven victor, and it has enjoyed a unique place in the market for many years. The goal is to drop the age of products offered from 5.7 to 3.3 years.
We've heard consumers talk about simplifying their lives.
But Ford also has a plan.
Of course, F-Series, the best-selling truck in America for 41 years, represents the epitome of earning customer trust with our products.
For trucks, Ford highlights its new diesel engine for the F-150, the resurrected Ranger, new Super Duty F-Series and the new hybrid F-150.
The Escape small SUV hasn't been completely redone since 2012, while the Explorer was last all-new in 2011, both long cycles compared with competitors.
But we're not stopping there. "Now, we're ready to reclaim our rightful place as the off-road vehicle leader".
Ford's focus on trucks and utility vehicles isn't a surprise - light trucks overtook cars as a percentage of Ford's US sales in 1995, Wards Intelligence shows.More news: Mattis makes surprise Kabul visit
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A small SUV to be named later will join the soon-to-launch, revamped Bronco in the lineup.
We have to wait for those new BEVs, too.
It's all about choice, after all - making sure our customers have what they want when they want it.
Among the vehicles slated for hybridization starting in 2020 are the F-150 pickup, Explorer, Escape and Bronco SUVs and the Mustang, followed by six battery-electric vehicles by 2022. The foundation for this strategy is to bring hybrid powertrains to our most iconic nameplates and our highest-volume vehicles.
It has two cornerstones: more SUVs and more hybrids. "On the F-150 Hybrid, Ford will lean in to capability, such as the low-end torque for extra pulling power and the fact it can serve as a mobile generator", it said.
As for our utilities, it's all about maximizing capability, while serving as a hedge against higher gas prices.
The US-based global vehicle maker overnight mapped out its future plans for the North American market with hybrid drivetrains including plug-ins spreading across the Mustang, an "entirely new" Escape, and the Bronco that's based on the Ford Australia designed and developed T6 Ranger/Everest platform (pictured, below).
In addition to electrification, technology also gets attention with the rollout of a new suite of safety features dubbed Co-Pilot 360 and slated for availability on every Ford model by 2020. Lower costs - achieved through new technology - mean a lower cost of ownership for our customers and a better experience overall.
The product onslaught will result in a lineup of eight Ford SUVs by 2020, all offering at least one hybrid powertrain option. It's going to be an awesome ride.