DETROIT - It wasn’t your typical truck introduction, but then again the new 2013 Ford F-Series Super Duty Platinum is not your typical truck.
It is Ford’s first-ever Platinum heavy-duty pickup truck, and it was revealed to media Friday on the eve of the Professional Bull Riders (PBR) Last Cowboy Standing Competition at Ford Field in Detroit.
“We have an incredible alliance with PBR,” said Ken Czubay, vice president, U.S. Marketing, Sales & Service, noting that Ford has been the title sponsor of the PBR Built Ford Tough Series for the last 10 consecutive years.
“Over 50 percent of the people who come to PBR events drive trucks, so it’s a great demographic for us. They love F-Series, and this was a great opportunity to take advantage of the venue and introduce the new Super Duty Platinum.”
Members of the PBR organization – including actual bull riders – were on hand for the event. Many of them drive F-Series trucks for work and for pleasure.
“I’ve got a King Ranch myself, and it’s first class,” said Ross Coleman, a member of Ford Team Invasion, a group of PBR personalities who get behind the wheel of the Ford F-Series and go to 30 events in 23 states promoting PBR and Ford Trucks.
“In Oregon where I’m from there are big mountains everywhere,” he continued. “I’ll put the truck at 70 mph going uphill loaded down with a trailer full of bucking bulls and that thing will shift only one time throughout the whole process and roll right through it with no problem. There ain’t nothing better than that.”
F-Series customers expect that kind of capability, says Czubay, and a growing number of them want luxury amenities as well.
“We’ve listened to our customers, and we’ve responded to our customers,” he said. “Many of them want to have the best-looking heavy duty pickup truck on the road and boy I’ll tell you they get it with Platinum. So we responded in a big way.”
The Platinum series makes a bold statement with a grille that features a satin chrome surround highlighted by perforated mesh inside. The updated grille is enhanced by a monochromatic bumper and chrome tow hooks.
The exterior of the Super Duty Platinum is lavished in chrome, including the door handles, mirror caps, running boards and exhaust tip.
“These customers need these trucks to tow and haul, but they’re interested in the most premium offering,” said Brian Rathsburg, Super Duty Marketing manager. “That’s why we’ve equipped Platinum with features like a heated steering wheel, heated and cooled 10-way power front bucket seats and voice-activated SYNC¬® with MyFord Touch®.
The MyFord Touch system on Super Duty was specially designed with truck customers in mind.
“With this version of MyFord Touch on Super Duty we have a unique set-up with an extra set of knobs and controls below the touch screen for both the audio system and the climate control system,” said Rathsburg. “Many truck customers wear gloves inside the truck so it’s got that added functionality to use gloves on the touchscreen and also through SYNC with voice activation.”
Ford F-Series has been the best-selling truck in America for the last 35 years. Truck Communications Manager Mike Levine says that’s because the truck team is continuously enhancing the trucks to satisfy customer needs.
“We don’t just want to do big improvements every couple of years,” he said. “We’re making a steady cadence of incremental improvements in F-Series trucks to meet our customers constantly evolving needs.”