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Customers buying F-150 pickup trucks from Ford are focused on towing capacity, said Brian Bell, marketing director for the F-150 and Ranger, at Business Insider.
"Our customers really see their truck as a tool," he said. "They buy a truck because they need a truck to do something – tow, haul, both." They can use it as a suburban vehicle most of the time, but they have always this need from other times. "
Read more: Take a closer look at Ford F-Series pickups, the best-selling vehicles in the United States.
Some feel that truckers are buying them because they like the idea of owning a truck, but Bell has learned that most truckers buy them for their abilities.
"Not many people buy trucks that do not really need them," Bell said. "There is something in their life for which they feel that they need it or are using it, so we are always looking for ways to improve it."
77% of Ford F-150 customers use their vehicles to tow a trailer, Bell said, although many do not do so regularly, which can make the towing process a bit daunting.
Customers are not just looking for a truck that can pull a lot of weight, they are also looking for ways to make towing easier. Ford has introduced features to increase trailer stability and facilitate lane change or reverse driving with a trailer.
"Towing is one of those things – if you do not do it regularly, it can be a bit scary," Bell said. "[Customers are] always looking for ways for the truck to help them have more confidence to tow. "
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