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June 28, 2020

As a Brand, the F-150 is Worth More Than McDonald's or Nike

It could now be said: it’s the F-150 that’s making Ford. Instead of shying away from the stakes, the automaker has given Bloomberg (via Automotive News) a look of its best-selling franchise.

The almost 900,000 F-Series pickups sold in 2019 generated about USD 42 billion in revenue, according to a study Ford commissioned from the Boston Consulting Group (BCG). That ranks near Apple Inc.’s iPhone among the biggest U.S. consumer products. On its own, F-Series is larger than McDonald’s Corp., Nike Inc., Coca-Cola Co., and Starbucks Corp.

The revenue figure cited is almost 30 percent of the total Ford reported for its entire automotive business last year. It’s so important, that Ford’s product development chief, Hau Thai-Tang calls it, the “crown jewels of the business.”

The F-Series line of trucks supports roughly half a million jobs and contributes USD 49 billion annually to U.S. gross domestic product (GDP), the study found. BCG computed the truck’s economic impact by looking at how much employment and revenue is tied directly to Ford and indirectly to its suppliers, dealers and employees’ tertiary spending.

“The F-Series stands out because it has a much higher price point than most other products,” said Michael Book, a senior partner at BCG, who helped author the study. “It’s quite remarkable how high the revenue is.”

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