New Ford F-150 adding tech people are ‘willing to pay for,’ exec says


Ford Motor isn’t worried about new features on its redesigned F-150 pricing people out of the increasingly expensive full-size pickup market, according to the company’s chief operating officer, Jim Farley.

“This is content people want and are more than willing to pay for,” he said Friday on CNBC’s “Squawk Box.” “People are happy to pay if the product is more productive.”

On Thursday evening, Ford unveiled traditional and hybrid versions of the 2021 F-150 pickup. The truck is scheduled to begin arriving in dealerships this fall. An all-electric F-150 is expected sometime in the next two years.

Ford has not announced pricing for the new F-150. Starting pricing on 2020 models ranges from…


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