The Benefits of Using Aluminum for Ford Trucks Essay

In the article Ford Trucks Reinvent Tough by Switching to Aluminum, the Engineering News-Record explains the changes to Fords most common truck for the 2015 model year. Most importantly, the trucks body will be made out of aluminum rather than steel. This change in materials makes the trucks lighter by up to 700 pounds. In addition, the article outlines several other aesthetic and performance updates, such as new headlights, tail lights, technological accessories, and engine choices. In the truck industry, there are generally two areas firms compete in most fuel efficient and most powerful. Ford, Chevrolet, and Dodge each aim to produce a vehicle that can carry or tow the greatest load and burn the least amount of fuel in doing so. When a customer buys a new truck, they want one that looks good and performs well. Each manufacturer produces vehicles that are visually appealing, so subtle differences in consumer taste doesnt make too much of a difference. Instead, they go to the dealer and ask how much horsepower and torque each truck has they want to know how much it can tow. However, they also want to know what kind of fuel economy they will get. Its all about the numbers on the window sticker when a consumer is scouting which truck to buy. These issues revolve around two key areas of the marketing mix Price and Product. Price is a factor the consumer must carefully consider when making a purchase theyll own for many years. However, its not just the price paid for the car itself, but the cost to own it fueling the vehicle is an ongoing expense that requires consumers to continue to spend money every week. Thus, fuel economy correlates to the Price area of the marketing mix. In addition, the Product area of the marketing mix comes into play because a consumer looks for a truck that will meet their needs when it comes to vehicle performance....

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