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Depression Coming: Ford Truck Buyers Live In Their Trucks.

Posted by: David Kiley on October 13, 2008

Today at Ford’s Rouge truck plant where the automaker has begun building an all-new redesigned pickup truck, company president Mark Fields said…”Our owners live in their trucks.” Of course, he was referring to the amount of time contractors and tradespeople who rely on the Ford trucks spend in their pickups.

But With all the job loss in Michigan, home foreclosure and the collapsing share price of Ford killing some pensions, I wondered if he meant that literally.

Reader Comments


October 14, 2008 10:56 AM

i was i loyal ford truck buyer.having purchased 8 or 10 trucks over the last 20 years.power windows and door locks never were a priority.carpet was just there to suck up spilled beer.i did like the fm radio.hardly if everused intermitten wipers.two toned paint,for what?i don't think ford knows what a basic truck looks like.a real truck buyer wants dependability,hauling capacity,and something they can abuse and not have to worry about.that used to be what a truck was all about. get back to basics,its that simple guys!

This Article Is Inappropriate

October 14, 2008 1:49 PM

Mr. Kiley. I respect you, and I respect Business Week, but I feel your comment was highly inappropriate. I am from Michigan, and our trials are not meant to be made into some poor attempt at humor. Also keep in mind that the entire Midwest is going through many of the same trials Michigan is, so your comments will also be taken to heart by readers in Gary Indiana, Youngstown Ohio, and other former industrial centers. The Midwest created the middle class, so please honor our contribution to America buy not laughing at our trials. If the price of paper sharply rose overnight and Business Week was forced to lay off several writers, I would not laugh at your misfortune.


December 29, 2008 11:49 AM

Inappropriate? Hardly. I lived in my Dodge van off-and-on for many years. When I got work I was able to save ALL of my earnings. Eventually I bought land and built a home...retired now. It is a matter of perspective. The first poster Trh is correct, stripped trucks please...I never flinch at parking lot scrapes or IS a truck, isn't it? Heater radio clock and lighter please...thanks

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