Ford Bet on Aluminum Trucks, but Is Still Looking for Payoff


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Furthermore, the light-weight metallic has grow to be one in every of a number of components weighing down Ford’s profitability. In 2017, the corporate’s earnings in North America fell 17 p.c, partially due to rising metal and aluminum costs.

Aluminum costs have risen greater than 20 p.c within the final three years — and appear more likely to enhance additional after the Trump administration’s vowed to impose tariffs of 10 p.c on aluminum and 25 p.c on metal. The announcement on Thursday despatched Ford’s shares down three p.c, and the shares of the opposite Detroit automakers additionally fell sharply.

Ford “thought fuel costs had been going to go to $6 or $eight gallon, and subsequently having a pair miles per gallon extra can be an enormous market-share mover that buyers would pay for,” mentioned Brian Johnson, a monetary analyst at Barclays Capital. “It’s a kind of managerial choices that, if you happen to had a crystal ball on the longer term, you would possibly make otherwise.”


A Ford plant in Louisville, Ky., has began making two aluminum-bodied sport-utility autos in addition to Tremendous Obligation vans. Aluminum costs have risen greater than 20 p.c in three years — and will bounce larger beneath tariffs introduced by the Trump administration.

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Ford Motor Firm

Joe Hinrichs, Ford’s president of world operations, acknowledged that the rising price of aluminum had grow to be an issue.

“It’s not the most important challenge, nevertheless it is a matter,” he mentioned just lately whereas giving reporters a tour of a Louisville plant that has began making two aluminum-bodied sport-utility autos. The plant additionally makes Tremendous Obligation vans.

Ford has no second ideas about making the aluminum truck, Mr. Hinrichs added, noting that its gentle weight offers a easy trip and will increase towing and hauling capability.

“Aluminum additionally allowed us to have much more functionality in a truck, and that’s what folks purchase for,” he mentioned.

The F-Sequence stays the nation’s top-selling car line, accounting for a 3rd of the vehicles and vans Ford produces in North America and its largest supply of earnings. Final yr, Ford constructed a couple of million F-Sequence vans, and United States gross sales topped 896,000 — each the best totals since 2005. The vans commanded larger costs, too: They offered for a median of $49,552 in 2017, up greater than $6,000 since 2014, in line with

The corporate doesn’t disclose the profitability of particular person fashions, however analysts extensively imagine the margin on a full-size truck could be $10,000 or extra. The margin on vehicles is commonly just a few hundred , or much less.

Ford’s chief monetary officer, Robert L. Shanks, mentioned the revenue on F-Sequence vans remained strong and rose in 2017. The vans had been “not a contributor to the decline in profitability in any respect,” he mentioned. Reasonably, earnings was squeezed by growth of electrical autos and different new fashions, unfavorable international alternate charges and different rising prices, he mentioned.

However a deeper have a look at the truck reveals some issues. Whereas the F-Sequence stays the clear chief in full-size pickups, it isn’t leaving opponents within the mud. Final yr, the F-Sequence accounted for 37.four p.c of all full-size truck gross sales, in line with That was a proportion level greater than in 2014, however two factors lower than in 2013.


“I feel aluminum is a bonus for us,” mentioned Charlie Gilchrist, proprietor of SouthWest Ford in Weatherford.

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Jennifer Boomer for The New York Instances

If aluminum costs maintain rising and F-Sequence profitability suffers, the challenges might enhance stress on Ford’s chief government, Jim Hackett. Mr. Hackett, who took over in Could, has vowed to chop prices to enhance the automaker’s “health.”

Even with larger F-Sequence manufacturing and costs, Ford suffered a clunker of a yr in 2017. In North America, pretax revenue slumped to $7.5 billion, from $9 billion in 2016. Its revenue margin within the area fell to eight p.c from 9.7 p.c the yr earlier than. The outcomes look worse compared with G.M.’s North American operations, which earned $11.9 billion and had a margin of 10.7 p.c.

“The distinction with G.M. is fairly stark,” mentioned Rod Lache, a monetary analyst at Deutsche Financial institution.

Even when metallic costs stay regular, Ford is in for a tricky combat in vans. New-vehicle gross sales in the USA are anticipated to say no this yr and subsequent. There are new choices from opponents, as nicely: G.M.’s Chevrolet and GMC manufacturers and Fiat Chrysler’s Ram line are introducing redesigned pickups this yr, with new options. On Thursday, G.M. unveiled a GMC Sierra accessible with a mattress of carbon-fiber composite, one other light-weight materials.

“Ford could have the oldest truck in the marketplace, so it’s not going to get simpler from right here,” Mr. Lache mentioned.

The aluminum F-150 was within the planning phases when gasoline spiked to $four a gallon and the Obama administration moved towards more durable fuel-economy requirements. However by the point the primary aluminum F-150s had been produced in late 2014, fuel costs had been nearer to $2 and gasoline financial system was much less of a priority for customers. G.M. and Fiat Chrysler improved the gasoline financial system of their pickups, partly by utilizing extra aluminum components, however to not the extent that Ford did.

Ford adjusted its advertising and marketing to focus on attributes apart from gasoline financial system, and struck a chord with many shoppers. “The F-Sequence is doing superior,” mentioned Charlie Gilchrist, who has owned two Ford dealerships close to Dallas for years and bought a 3rd this month. “I feel aluminum is a bonus for us. You’ll be able to haul extra. It’s sturdy.”

However Jeff Schuster, an analyst at LMC Automotive, a market analysis agency, suspects that the change to aluminum has proved costlier in methods past the price of the metallic. Aluminum sheets are tough to stamp — they spring again greater than metal. They aren’t magnetic, so normal machines that use magnets to elevate metallic components had be to scrapped in favor of latest techniques that use suction. Ford needed to develop applied sciences to lock aluminum to metal — the metals can’t be welded collectively the best way sheets of metal can.

“I feel the price of engineering and growth was greater than it will have been in any other case in the event that they hadn’t used aluminum,” Mr. Schuster mentioned. “All of the testing, the tooling — it’s most likely these prices, not simply the precise commodity prices.”

The transfer to aluminum “hasn’t been a catastrophe,” he mentioned. “However possibly not a house run, both.”

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