Ford V6 pickup take rate hits record 57%

F-150 retail sales ruled by smaller engines and truckers seek to cut fuel use.

March 31, 2014

Dearborn, Mich. – More than 57% of Ford Motor Company’s F-150 retail sales so far this year are powered by V6 engines – the highest six-cylinder engine mix in the industry since 1967 – and the company expects that trend to continue for the rest of the year.

V8 engines led truck sales for decades until recently. Over the last three years, retail registrations of light duty pickups powered by V6 engines grew more than 600% and F-150 was directly responsible for 91% of that growth, based on Ford analysis of Polk retail registration data. In 2013, Ford accounted for 78% of all V6-powered half-ton pickups, according to data from Polk, recently acquired by IHS.

February’s engine mix numbers come on the heels of a very strong demand for Ford’s V6 truck engines in 2013. Of all the trucks Ford sold in the calendar year, more than 48% of them were powered by a V6 engine.

“We expect those numbers to hold for the rest of the year,” says Doug Scott, Ford Truck marketing manager. “It really is amazing when you consider we are doing that with just two V6 engine choices – the 3.5L V6 Ecoboost and the 3.7L Ti-VCT V6 engine. When we come out with the new 2015 F-150, we will offer three different V6 engines, so the potential is there to go even higher.”

The new 2015 Ford F-150 will offer a new 2.7L Ecoboost engine, to be made in Lima, Ohio, in addition to the Cleveland-built 3.7L V6 and 3.5L EcoBoost engines.

In the last three years, no competitor has ever eclipsed a 20% take rate for V6 engines in half-ton trucks. It’s been a predominantly V8 crowd, until the introduction of Ford’s EcoBoost engine.

“There is a new truck buyer out there who doesn’t hold to the old notion that a truck must be powered by a V8 engine,” Scott says. “Just five years ago, you would have had a hard time making a case for V6 truck engines.”

In 2010, offered only V8 engines in the truck lineup.

Source: Ford Motor Co.