Ford Banking On Aluminum Bodied F-150

By George Polgar

PHILADELPHIA (CBS) - In a week dominated by celestial news of the European spacecraft landing on a speeding comet and the Kardashian moon, here on earth the introduction of the new aluminum bodied Ford F-150 pickup was the big story.

Touting a military grade alloy more durable than steel, the new aluminum F-150 gets a 700 lb. weight reduction, and a projected 20 percent improvement in fuel economy.

There is no overstating the importance of the F-150 to Ford and the American auto marketplace. It delivers 90 percent of Ford profits, and has maintained the US best selling overall vehicle title for 32 years.

Led by Ford CEO Mark Fields, the media blitz highlights the aluminum body innovation as industry leadership toward the government mandated average fuel economy standard of 54.5 miles per gallon by 2025.

While advance reviews have been positive, the whim of the public is the wild card.

Ford execs certainly have pondered the fateful 1996 Taurus body styling change that cost them the title of best selling US sedan to the rival Toyota Camry. New and improved …the public just didn't like it!