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 F-150 Launches “We Own Work” Online Experience

DATE: Will be calculated from "Release Start Date" field.

DEARBORN - A new F-150 online experience called We Own Work is designed to show that when it comes to getting the job done – whether at work or at play – more people trust the Ford F-150.  And an increasing number of consumers are choosing the “and” solution of power and performance that comes with the EcoBoost-equipped model.

The F-150 We Own Work experience – which you can access at www.ford.com/f150 – features a “manifesto” video hosted by Dirty Jobs’ Mike Rowe that illustrates F-150’s leadership position in numerous industries over competitors like the Chevrolet Silverado 1500, Ram 1500 and Toyota Tundra. 

For example, in the Heavy Construction industry, F-150 dominates the market with 51.9 percent of consumers compared to Silverado, Ram and Tundra at 27.6, 8.5 and 2.6 percent respectively. And when it comes to the Oil Pipeline industry, F-150’s lead is even greater with 67.1 percent of the market versus 16.9, 4.6 and less than one percent for Silverado, Ram and Tundra respectively.

Next month, the online experience will expand to include the first of several vignettes that provide an up-close-and-personal look at how F-150 owners use their trucks both on and off the job. 

Ford also will be engaging F-150 owners for future vignettes by asking them to share photos and personal stories of how they use their truck.

F-150’s capability to come through for truck owners both on and off the job is one of the underlying premises of We Own Work, according to Raj Sarkar, F-150 Marketing manager. 

“We’re trying to show the two sides because that’s really what F-150 is all about,” he said.  “It’s not only a tool for work but a tool for the rest of your life as well.”

Another important message that will be communicated through We Own Work is the “and” solution that EcoBoost provides for truck owners.

“The piece that we’re emphasizing and that employees are going to be great advocates for is, look at how EcoBoost is proving itself in the real world,” explained Sarkar.  “People are using it in some pretty extreme ways, racking up significant mileage, and it’s delivering on its promise of superior performance, capability, and efficiency.”

Sarkar says that despite the success of EcoBoost-equipped F-150s – which represent more than 40 percent of F-150 sales – some consumers are still waiting to see the real-world durability of the engine. 

“This is a huge step for us to now be able to show that this engine has been out there, working hard in some of the toughest jobs around, and it’s showing that it’s just as durable, dependable and solid as anything carrying our Built Ford Tough shield,” he said. 

  

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9/27/2012 6:15 AM